Time to Show Your KARDs: Why This Group Should Go All-In on the South American Market
KARD has long been known as K-pop’s ultimate wildcard, blending genre-bending sounds that break industry norms. But is it time for KARD to move beyond being a niche Korean export and fully embrace the market that already treats them as contemporaries? With their consistent success in Latin America, the group could thrive by making South America their primary focus.
The South American Market & KARD’s Place in It
The South American music scene has become an international powerhouse, driven by the global rise of reggaeton, Latin pop, and cumbia-infused rhythms. Countries like Brazil, Argentina, Chile, and Mexico have been shaping contemporary music culture, making them prime territory for artists who can seamlessly blend global influences. At the same time, multiculturalism and K-pop’s presence in South America have grown exponentially, with major Korean acts selling out arenas across the continent.
Enter KARD: DSP Media’s co-ed quartet consisting of BM, J.Seph, Somin, and Jiwoo. Unlike most K-pop groups, KARD debuted in 2017 with a sound that drew inspiration from moombahton, dancehall, and tropical house—elements deeply rooted in Latin American music. Their status as a co-ed group, an anomaly in K-pop, also gives them a unique edge in a market that embraces diversity and innovation.
Why South America Is KARD’s Best Bet
KARD isn’t just another K-pop act dipping its toes into the Latin market; they’ve proven their appeal time and time again. Their South American tours have been overwhelmingly successful, with multiple sold-out stops, rabid fan engagement, and a level of reception that rivals regional superstars.
Musically, KARD has already positioned itself as a natural fit for Latin America. Tracks like Hola Hola, Dímelo, and Bomb Bomb showcase their tropical influences, while songs like Red Moon and Dumb Litty blend reggaeton and dembow elements with hard-hitting beats. Their ability to incorporate Spanish lyrics and concepts—such as the passionate, flirtatious energy of Latin culture—makes them highly accessible to a Latin audience. BM’s fluency in English, paired with Somin and Jiwoo’s natural charisma, also makes communication with international fans smoother.
Beyond their music, KARD’s personality and branding resonate well with Latin audiences. Their energetic, inclusive, and fun-loving vibe mirrors that of Latin American artists, and their chemistry as a co-ed group aligns with the dynamics seen in many Latin pop and reggaeton collaborations. Unlike traditional K-pop groups that heavily rely on rigid concepts, KARD thrives on a more organic and playful image—something that South American audiences appreciate.
Conclusion: Going All-In on Latin America
For KARD, doubling down on the South American market isn’t just a possibility—it’s a strategic necessity. The region has already embraced them with open arms, and their music naturally fits within the Latin pop ecosystem. By focusing on South America, they could transition from being a genre-fusing K-pop act to true global contemporaries in the Latin music space.
If KARD wants to secure long-term success, it’s time to play their best card—and South America is the hand they should bet on.
