Why WayV Is Not Very Popular In China?

WayV is the Chinese sub-unit of the Korean boy group, NCT. They debuted in 2019 and are one of the most popular Chinese boy bands internationally. They won the 2019 MAMA Best New Asian Group Award and topped iTunes charts in over a dozen countries. All their comebacks are carefully planned and prepared for. Just look at their music videos, music production, choreographies, and outfits. I can assure you, no other Chinese boy band can compare. However, they are virtually unknown to the Chinese general public. Even among Chinese boy groups, they lack in popularity. Why is this the case? Let's dive into some reasons that may be the cause of this.

1. Korean-Chinese relations: Korean Limitation Order (限韩令)

South Korea and China are not on the best terms politically and in general, so there is tension between South Koreans and Chinese. Many Chinese people think that Koreans have a stigma against China, so some Chinese people have a bad impression of Koreans and consequently, Korean entertainment. Some Chinese citizens have this patriotic mindset that China can produce equally good music, dramas, movies, and variety shows, so they reject Korean entertainment. 

In late 2016, the Chinese government even issued the The Korean Limitation Order, an unofficial ban on Korean entertainment. It is said that recently the ban has been lifted but we do not know for sure. This unofficial ban bans Korean dramas and variety shows, bans Korean actors from starring in Chinese dramas, and bans Korean idols from performing in front of a crowd of more than 10,000 people. Rumors have it that SM's goal was to push out the Chinese sub-unit as early as 2016; however, their plans had to be halted when the Korean Limitation Order was put in place. According to some online sources, WayV was allegedly supposed to be called NCT 116 or NCT Vision; however, the government would not give permission for this group to promote in China because of its ties to their Korean entertainment company. In order to debut their Chinese sub-unit in China, they had to create Label V so they could technically be promoting under a Chinese label, make sure all the members are at least partially ethnically Chinese (according to the rumors, Johnny, Doyoung, Hansol, Kun, Winwin, Jungwoo, and 1-2 other trainees, were the original sub-unit lineup), and remove NCT from their name to distance the sub-unit from its Korean entertainment company. I got all of this information from various sources that I saw a while ago. I tried to look for them to give credit but I can no longer find them. Though these are all rumors, most long-time Chinese fans seem to know about this and agree that these rumors are true, so you can take this point with a grain of salt. 

Under the assumption that these rumors are true, let's analyze the impact the Korean Limitation Order had on WayV. First, let's take a look at their seniors, EXO's success in China and compare the two groups' popularity. Even until this day, EXO is one of the top 3 most popular Kpop boy groups in China alongside BTS and Big Bang. Before they were combined into EXO, the group debuted as 2 sub-units and promoted under the names EXO-K (Korean sub-unit) and EXO-M (Chinese sub-unit). They debuted in 2012 and were an instant hit in China. As a fan of them since debut, I felt like they were more popular in China than in South Korea during that time. While EXO-K's debut was considered a flop by critics, EXO-M was met with instant popularity. The hosts of Happy Camp, one of the most popular variety shows at the time, all expressed their shock at how popular EXO-M was in China because they were invited onto the show only 2 weeks after their debut. Why was EXO-M so successful in China? My theory: no competition. Back in 2012, there were barely any boy groups, let alone popular ones. All the popular boy groups originated from Hong Kong and Taiwan in the 90s. Mainland China only had a handful of boy groups and nearly none of them were popular. TF Boys, who is credited as China's first successful boy group, debuted in late 2013. At the time, the most popular boy groups were all Korean boy groups, so when SM debuted a boy group with a Chinese sub-unit with Chinese members that were talented and good-looking, that to me sounds like a recipe for success. 

If NCT's Chinese sub-unit were to debut during 2016/2017, I can forsee them to be fairly popular. Not to the extent of EXO, but definitely a lot more popular than now. Why? The answer is once again because of the lack of competition. After the debut of TF Boys, the group ruled the Chinese boy group market. Though many have tried to mimic their success, none were successful. Had they debuted in 2016 or 2017, they were bound to be successful because their only competitor is TF Boys but their concepts are different (TF Boys is only 3 members and are young while NCT is a larger boy group with an edgier, more mature concept and music and the members are older), so NCT's Chinese sub-unit can still achieve decent success. However, luck was not on SM's side. When they finally got permission to debut WayV, it was already too late because in 2018, Idol Producer happened. Idol Producer is the unofficial Chinese version of Produce 101 and kickstarted China's idol industry. Due to the insane success of Idol Producer and Produce 101 China, dozens of boy groups and girl groups and solo artists exploded onto the Chinese idol scene. When WayV finally debuted in early 2019, the Chinese boy group market was ruled by TF Boys, Nine Percent, and the many other groups formed by Idol Producer participants. Even worse, they had the disadvantage of being considered a foreign boy group. Now in 2021, on average 3-5 audition programs air each year. Almost every six months there is a new boy group audition program show. The market is flooded by handsome, young men. It is becoming increasingly difficult for WayV to stand out. WayV was no longer special; they were frankly just another boy group. On top of that, they had the disadvantage of being called a foreign boy group.

Though many WayV markets itself as a Chinese boy group and majority of the fans consider them to be a Chinese boy group, others disagree. Why? First, their company is SM Entertainment, which is a Korean entertainment company. Despite being under Label V, which is a Chinese label, everyone knows that Label V is just a front for SM. All their music, choreographies, comeback preparations, are managed by SM. Interesting enough, Boystory, a Chinese boy group under JYP Entertainment, another Korean entertainment company, receives a lot less backlash for this. So why only WayV? I came up with the four following reasons:

1. They are the Chinese sub-unit of NCT rather than being a stand alone Chinese group 
2. Not all the members are of Chinese nationality. Ten, who is Thai but is a quarter or half Chinese, is the target of a lot of hate for not being fully ethnically Chinese and not being of Chinese nationality.
3. The members live in South Korea and only visit China when they need to promote. 
4. Boystory is a collaboration group between JYP Entertainment and Tencent, a Chinese technology conglomerate. This might explain why some people refuse to give WayV a chance.

2. Lack of Stages

The Chinese idol industry really only started in 2018, so it has only been 2 years since then. The industry is not nearly as fully developed as the Kpop industry. One main thing that China is lacking is performance oppurtunities. Overall, idol music is very niche in China (I will go in-depth about this point later), so most stages such as New Years Stages or holiday concerts do not invite them unless they are extremely popular such as TF Boys or Nine Percent, or unless they have really good connections aka they are from one of the big entertainment companies such as Yuehua or Wajijiwa. Aside from these stages, China did not have music shows until late 2018. There are around 3 music shows but all three are very flawed shows and they only invite a couple groups per episode. I believe they are all either cancelled or on halt for now. Here is a video in Chinese explaining their flaws. 

3. Change In Chinese Entertainment Industry and SM Refusing to Adapt

During this time, China was also heavily developing its idol drama market and variety show market. Seeing the success of Korean variety shows, China created their own version of these shows and was met with great success (though many they plagiarized and copied Korean variety shows). With the success of variety shows such as Where Are We Going, Dad? in 2013 and Keep Running in 2014, China was pumping out variety show after variety show. Also, as technology improved, more and more people had access to phones and computers which further increased these variety shows' popularity. As I mentioned previously, the once coveted Happy Camp is no longer the main show for celebrities to promote on and their viewership ratings are decreasing each year. Variety shows are the new big thing and so many stars have gone viral by starring on a variety show. Example: One of Lucas's co-stars on Running Man, Wang Yan Lin, went viral for his occurrence on Happy Camp when he showcased his humor and unique skills. Prior to this, he was just a no-name actor. However, SM Entertainment barely sends WayV on any variety shows, and if they do appear on a variety show, it is either a super basic show such as Happy Camp or Day Day Up or an unknown show such as My Master. This is possibly due to SM's lack of connections in China so they cannot secure WayV a chance to appear on these shows. I also read somewhere that SM works with Alibaba which owns Youku, which explains why their variety show was aired on Youku. Sadly, aside from Street Dance of China, Youku's variety shows aren't that great. Even though they appeared as mentors on All For One, they didn't gain any attention or fans from it because the show itself wasn't very popular. 

Aside from variety shows, another way for idols to become popular is through acting. See Xiao Zhan, a member of the group X-Nine. Despite being under a major company such as Wajijiwa, the group is relatively unknown in China. However, after his drama The Untamed aired and gained popularity, he is now one of the most popular idols in China. 

WayV needs to go one more variety shows and act to gain exposure since their music videos alone just aren't cutting it.

Another thing I want to mention is their music. Now... this is a tricky topic. Though I personally love WayV's music, their music just is not very fitting with China's music taste. In general, Chinese people prefer ballads or super catchy pop songs that are easy to sing along to; both of which are not WayV's music style. Some fans claim that Dream Plan is the most fitting song to China's general public's music taste, which I agree with. Dream Plan is a soothing ballad with easy lyrics (most of WayV's other lyrics are hard to sing along with because their songs are usually about their lore). I think SM does need to consider taking into consideration what the Chinese fans want if they want their music to succeed in China.

How I Would Promote WayV Instead

After explaining why I think WayV is not very popular in China, let me talk about what I would do if I were in charge of promoting WayV. Hypothetically, if the group were able to go back to China in 2021, I would promote WayV in the following ways: 

For 2021, I would have WayV return to China. I would first have them promote as much as they can individually. My plan/goal for each member:

Lucas: Let's just say there will be a new season of Running Man. I would have him return and appear on the show. If not, I would try to continue his contract with the broadcasting station of Running Man and have him be a regular cast member on another similar variety show. In addition, Lucas is one of the visuals of WayV (though I argue they could all be visuals) so we need to utilize that. I would have him continue his endorsement contract with Burberry and try my best to secure as many other endorsements for Lucas and also the group.

Kun: I would let my mans Kun shine and give him creative freedom. I want him to improve his skills as a composer and give him opportunities to release as much music as he wants. China sometimes has those shows where people who love composing can go and compete. I'd send Kun on one of those shows. Also, I would have Kun release more vocal covers. Kun is a great chef, so I would look for some cooking themed variety shows (i.e. Go Fridge! or Chinese Restaurant) and try to get Kun on the show as a regular cast member. Kun is jokingly known as the father of WayV; thus, he would be perfect on a childcare/babysitting show similar to Let Go of My Baby which Jackson was once on.

Ten: Let Ten continue to perfect his dancing and vocal skills. I think he has a ton of potential in China. I would first try to have him compete in a dancing competition such as Street Dance of China. Next, I would try to have Ten become a regular mentor on an audition program. Even if he might not gain too much attention from his appearance, it elevates his status a little. Next, I would have Ten release another solo because "New Hero" and "Dream In A Dream" are both well-received songs. I noticed China loves contemporary dancing so songs with a choreography such as "Dream In A Dream" is perfect.

WinWin: I believe he never actually graduated from Central Academy of the Arts due to his busy schedule with NCT.  Thus, I would let him finish his degree since I believe it is something he does value a lot and Chinese people just love the name of this prestigious academy. Next, I would have him act since it is his major and he mentioned countless times that acting is his passion. As another visual member and actual acting training, he is perfect as an actor. Please just pick one with a good plot and script. Next, I would have him showcase more of his Chinese traditional dance. I think SM could just film some dance covers or dance videos for him. He could also appear on some Chinese traditional dance program to show off his skills.

Yangyang: As an ace, he is pretty good at everything but I think he could be even better. This isn't to say he isn't good now. But I just KNOW that he has so much more potential, so I would have him focus on honing all his skills. Specifically, I would have him focus on rap. I would have him release more rap videos such as Leonidas. 

Hendery: SEND HIM ON VARIETY SHOWS this man is HILARIOUS. I would find any fun variety show and try to help him secure a spot as a regular cast member. I feel he would also do well on shows such as Let Go of My Baby since he is actually very gentle. Hendery, in my opinion, is a very underrated dancer. I would have him release more dance videos. Along with Yangyang, I also want him to continue honing his skills as a rapper and release rap videos.

Xiaojun: I would have him release more vocal covers and send Xiaojun to some singing competition shows. Though he is the main vocalist, he is also a pretty good dancer, so I would also have him release dance videos. 

As a group:

BRING BACK RAINBOWV!!!!

The project was pretty successful. It kept us well-fed with content and gave us a better understanding of their skills. Ten and WinWin's dance cover of Lovely was pretty very popular and I often see people using it to show off WayV's talent. Like I mentioned previously, China seems to love contemporary dance, so I would have Ten and WinWin collaborate again to do another cover. As for the rest of the members, I think they can do whatever they want. 

Similar to RainbowV but less formal and lower budget edition would be the PlayV series. Previously, Kun stated he wanted to gift each member with their custom song that he composed. I think this is perfect. I would have Kun compose music for the members. I could invision the members releasing PlayV videos using Kun's song to do something along the lines of Yangyang and Hendery rap and dance, Ten dance, Winwin dance, Lucas dance, Xiaojun sing and dance. 

Release content on YouTube and Bilibili:

Their content is hilarious. I feel they can continue what they are doing with YouTube and Bilibili since it does help them keep fans as well as slowly gain new ones. My suggestions of other content they can do: 

• WayV's Bad Alive Princess version was pretty popular in China. I would have them do something similar with different concepts. Someone mentioned a villain edition which I think is a great idea.
• With three Cantonese-speaking members, they could do a segment where the three only speak Cantonese. I think a lot of fans in Guangdong, Hong Kong, or anyone who speaks Cantonese would be able to relate to them a lot. I also feel since it is Lucas, Hendery, and Xiaojun's first language, they are more comfortable speaking Cantonese and thus they will be even funnier and more chaotic speaking Cantonese. One fun idea for a video would be for the Cantonese speaking members to teach the other members Cantonese. 
• Release more content with their pets because who doesn't love Bella, Leon, and Louis.

Dream Launch Plan 2!

Though in 2020 they did release Way-Vision and Season 2 is airing soon, I think they should release another variety show in China just so there is more content for Chinese fans. Though there are subs for Way-Vision, fans are more comfortable listening to their own language and the members are more fluent in Chinese.

Music Festivals:

Try to get them on music festivals. This is a bit difficult but we have to try.

Music:

At the end of the year, I would have WayV come back with another album. I would give Kun, Hendery, Yangyang, and whoever else that is interested in participating in the album, the opportunity to either participate in a song camp or write lyrics to the songs. I would also have Ten and other members participate in helping create the choreography. 

Musically, I would have SM analyze Chinese mainstream music and try to strike a balance between WayV's current music style and mainstream Chinese music. I would make their title track slightly more suited for the Chinese audience but still keeping WayV's original music style. Definitely keep a dance break because Chinese fans love great dancing. I would have two title tracks. The second one could either be a ballad or an improved version of a song similar to Let Me Love You, because those seem to be more popular song styles in China.

Promoting Their Music:

Ultimately, they are artists and they should be shining on stage. If possible, I would have them promote their music first in China then in South Korea. Sadly, there are no music shows in China, so they will need to rely on their variety show appearances to promote their music. I would also have them hold fan meets, fan signs, or even a concert in China. Then, I would have them go promote on South Korean music shows. If possible, I would also love to see them appear on some variety shows. Then, I would have them go promote in Thailand. First, try to schedule some talk show interviews or appearances for them. Then, host a few fan meets, fan signs, or even a concert in Thailand. Ten is super popular in Thailand, the company should take advantage of that. 

After all of these promotions, if NCT follows the pattern and every two years they do a full group project similar to NCT 2018 and NCT 2020, then for 2022, they could do what I recommended for the individual members and group as described above, release a mini-album in the middle of the year, and go back to Korea to promote NCT 2022 at the end of the year!

This is my wishful thinking, idealistic plan for if I could promote WayV. If everything goes exactly as I had planned, they will definitely be at least twice as popular in China as they are now. However, what I stated above is pretty difficult to achieve due to SM's lack of connections in China. However, what SM can do now is to actually focus on WayV as a group and to respect their activities and their fans. SM can better promote the member's solo activities such as actually promote Xiaojun's drama or Yangyang's Fashion Week Runway appearance. SM could produce more content for WayV's YouTube, Bilibili, and Tiktok. SM could let the members release more PlayV and RainbowV videos. Overall, if SM really tried their best to promote WayV, a rise in popularity is possible. 

My personal note to SM: Please do market research! Learn why your group is not succeeding and try to enact changes to help them gain popularity. Learn from other groups and adapt to your environment. Please treat my boys well and let them express their creative freedom. SM, you are one of the top entertainment companies in Asia, I trust you have the ability to promote my boys well so please do so. WayV... Hwaiting! We Wayzennis will always support you boys in all your endeavors!