Are Southeast Asian K-pop idols opening doors the way Chinese idols once did?

K-pop’s global expansion has long relied on a diverse mix of members, but the industry is now seeing a shift in recruitment trends. Where Chinese members were once considered essential for tapping into the massive Chinese market, major agencies are increasingly debuting Southeast Asian members — a move industry insiders say is not about replacing China, but rather about seeking stability and tapping into the region’s growing influence.

In the 2000s and early 2010s, Chinese members played a critical role in K-pop’s global expansion as agencies sought to establish a foothold in China.

SM Entertainment led the effort by debuting Han Geng with Super Junior in 2005, followed by Victoria in f(x) in 2009 and the China-focused subunits Super Junior-M and EXO-M in 2008 and in 2011, respectively. JYP Entertainment also introduced Chinese members, including Fei in Miss A in 2010, and Hong Kong's Jackson Wang in GOT7 in 2014, reinforcing K-pop’s presence in the Chinese music market.

Super Junior-M and EXO-M were pivotal in pioneering localized K-pop subunits in China, helping drive the genre’s popularity in the world’s fifth-largest music market.

However, K-pop’s expansion plans in China have faced significant hurdles, leading to a reevaluation of member recruitment strategies.

A combination of geopolitical tensions, contractual risks and shifting industry priorities has contributed to the dwindling presence of Chinese members in K-pop.

Since China's 2016 ban on Hallyu following the deployment of the US’ antimissile system THAAD in Korea, K-pop agencies have been cautious about promoting Chinese idols. Additionally, China's strict media regulations make it challenging to manage and market Chinese members effectively. Several Chinese K-pop idols, including Lay Zhang of EXO, Jackson Wang of GOT7 and Lai Guanlin of Wanna One, publicly supported China's “One-China” policy during the 2019 Hong Kong protests, triggering an international fan backlash.

Contractual disputes have discouraged agencies from heavily investing in Chinese trainees, too.

The high-profile early departures of Kris Wu, Luhan and Tao from EXO amid legal battles with SM Entertainment raised some agencies' concerns about long-term commitments from Chinese idols.

“China’s Hallyu ban has lasted for years, and contractual disputes with Chinese members have been frequent, especially at SM Entertainment,” said music critic Lim Hee-yun. “This has likely reduced the appeal of recruiting Chinese members.”

An official from one of the four major K-pop powerhouses echoed a similar sentiment, saying, “Having foreign members helps build a strong local fandom, which would make China the ideal market. But there are too many risks, including idols returning to China after establishing their careers (in their K-pop groups).”

With the challenges in China, K-pop agencies have continued to debut Chinese idols but are increasingly turning to Southeast Asia, where the music market is rapidly expanding. The region’s large youth population, strong engagement with Korean culture and dominance on platforms like TikTok have made it a valuable target for the K-pop industry.

SM Entertainment acknowledged the growing presence of Southeast Asian members in debuting K-pop groups but clarified that it is not a direct replacement for Chinese idols.

“Southeast Asia has a large population, and our artists’ videos get significant views from the region (on online platforms),” an SM Entertainment official said Friday. “However, we are not replacing Chinese members with Southeast Asians. We select members based on who fits the group at the time. China remains a target market.”