&Team's story began in Japan, not Korea. Launched there in 2022 as Hybe’s first localized global act, the group was built with a distinctly Japanese base. Now, as it sets its sights on a broader global audience, the K-pop market it once viewed from the outside is becoming an increasingly important part of its ambitions.
The nine-member group returned to the Korean market Tuesday with a new EP nearly a year after its official Korean debut.
“Looking back, I think our first Korean promotions were a big first step toward reaching a wider stage,” Maki said during a media showcase held in western Seoul on Tuesday for the release of &Team’s second Korean EP, “Mark on Me.”
“It wasn’t easy, but all of us worked together, and I’m happy that we were able to achieve two of our biggest goals in Korea — becoming million-sellers and winning No. 1 on Korean music shows,” he added.
“Back to Life” sold 1.13 million copies on its first day and earned the group three Korean music show wins.
That momentum has carried over to its latest release. According to Hanteo Chart, “Mark on Me” sold 1.22 million copies on its first day, marking the group’s highest first-day sales and its fourth consecutive million-selling release.
&Team’s trajectory reflects a broader trend.
JYP Entertainment’s NiziU and NexZ, along with SM Entertainment’s NCT Wish, were developed through the K-pop training and production system but launched with a focus on Japan. In recent years, however, all three have expanded their activities in Korea. NexZ made its latest Korean comeback with “Saucin’” in August, while NiziU is set to release its first Korean EP, “Sour Grapes,” on Sept. 28. NCT Wish, meanwhile, has maintained activities in both Korea and Japan since its 2024 debut.
For &Team, the growing focus on Korea comes as the group looks to broaden its reach beyond Japan.
Its third Japanese EP, “We on Fire,” released in April, debuted at No. 52 on the Billboard 200, making &Team the first Japan-based boy group to enter the US albums chart. The group has since built on that milestone with appearances at the Grammy Museum’s Global Spin Live and KCON LA 2026 in August, signaling ambitions that increasingly extend beyond its home market.
On Saturday and Sunday, &Team also held its first standalone dome concerts at Belluna Dome in Saitama, Japan, the largest solo concerts of its career. It will bring its “Blaze the Way” Asia tour to Seoul’s Kspo Dome for two encore concerts on Oct. 3-4.
The members see Korean promotions as an opportunity to reach audiences still unfamiliar with the group.
“I hope these promotions become an opportunity for people who don’t know us well yet to discover our performances and music,” Jo said.
For &Team, expanding in Korea has also meant finding a balance between appealing to K-pop audiences and retaining the identity it developed during its first years in Japan.
“To narrow the gap between the music K-pop fans expect and the music we can show as &Team, we’ve tried different genres while searching with every promotion for the music and performance styles that suit us best, and thinking about how we can maximize &Team’s own strengths,” leader EJ said.
Recognition in Korea can also carry weight beyond the domestic market for localization groups based in Japan. As the birthplace of K-pop, success in Korea can function as a form of validation for fans.
“In Japan, there is considerable interest in how these groups are received in Korea,” pop culture critic Kim Heon-sik said. “If they fail to gain traction in Korea, it can be difficult for them to build further momentum.”
“Mark on Me” is &Team’s latest attempt to build on that momentum. The six-track EP spans pop, hip-hop, R&B and rock, with the group seeking to show a more mature and emotionally expressive side.
lee.jungjoo@heraldcorp.com
