Why LIGHTSUM chose 'kawaii' concept for Japan debut
A five-year veteran K-pop girl group has taken the rare step of launching its Japanese major-label debut. LIGHTSUM, which debuted in Korea in 2021, has embarked on a new venture built around "kawaii" — the Japanese aesthetic centered on cuteness — leaning into the country's distinct idol culture. Now in its sixth year, the group is seeking a fresh start in Japan by abandoning its established style to tackle the overseas market. The six-member act — Sangah, Chowon, Nayoung, Hina, Juhyeon and Yujeong — released its debut mini-album, "Re:idol," on Sept. 23. The album title signals the group's intent to start over in Japan under a transformed identity. The release arrives after a roughly two-year hiatus. Adapting its image for the new concept, LIGHTSUM brought the bright, charming aesthetics of Japanese idols to the forefront, overhauling its makeup, stage wardrobe and poses. The kawaii concept marks a sharp departure from standard K-pop girl-group conventions. Instead of replicating its Korean image in Japan, the group actively embraced the participatory fan culture of the local ido
