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From
Utada Hikaru to
BoA Kwon, various Asian superstars have been trying to break
into (and optimistically, dominate over) American pop culture.
Companies from SM to JYP have been eagerly and energetically trying
to push and promote their most prominent of talents. And yet, most –
if not all – have fallen to lackluster sales and (to put it nicely)
quaint crowds. So what is the problem here? What are these triple –
or even quadruple – threats missing? What is that extra “zing” they
need to acquire to break the barrier into American entertainment?
Obviously these stars don’t lack talent and they certainly don’t
lack drive. Both Utada and BoA have been in the entertainment
industry since their preteen years. Both have been bestowed with
entrancing vocals and the tenacity of a team of rice field oxen.
Both have made millions – dollars and fans, and have won
several prestigious awards. So why does their success in America
continue to linger underground instead of bustling and reigning over
Hollywood soil?
In my opinion, it’s all about marketing. Asians, due to American
media, have always been stigmatized with sushi rolls and ninja
stars. People think they’re good at math; that they like rice; and
that (often-times) they don’t speak English. And while many of these
statements may hold true to the bulk of Asians and Asian
Americans (though, the math-affinity gene seems to have evaded me),
mainstream America tends to believe that that’s all there is
to being Asian. And that “Asian” suffices as a generic title to
apply to all people from the Far East (even though there’s a stark –
but apparently inconspicuous – contrast between, let’s say, people
from Korea and people from India).
So, with this sentiment still in mind, Asian Entertainment either
whitewashes their talents as much as possible in order to truly fit
the criteria for being the next “Asian Britney Spears” or sits them
in their stereotypical niches. But wait – do they know what
being Britney Spears entails? Are they aware of the head-shaving,
white-trash-wedding and rehab-check-ins that await their inevitable
demise? At the same time, do they want to forever be associated with
Ninja Assassins and
Battles Against The Huns?
Where is that fertile, middle ground for Asian Entertainment in
America? Are we forever fated to martial arts roles in movies and
making “authentic” English dubbing for Byakugan or Detective Conan?
Why can’t we retain our identities in mainstream media – without
being consumed by it?
Luckily, unlike deemed “flops” like Utada’s “Easy Breezy” (where she
describes herself as “Japanese-y” or BoA’s Lady Gaga/Britney Spears
hybridization in “Energetic”, some Asian stars are somehow managing
to gain popularity in American media – and show some AzN pride while
doing it, too. Most notably is
The Wonder Girls of JYP Entertainment of Korea. JYP (short for
Jin-young Park), the ever-aware marketing genius and businessman
that he is, took the advertising of his girls in a different
direction. In the past, JYP had promoted his other prodigy, Rain (Raizo
in Ninja Assassin), into the US market, albeit with the typical
pigeon-hole of landing a role into a movie about – gasp, ninja
assassins.
Taking this into account, JYP marketed his girls similarly to how
they were promoted in Korea. Regardless of the fan base they were
trying to amass, they still remained the same cute, bubbly group of
girls, spreading viral (and slightly embarrassing) dances from their
hit singles like “Tell Me” and “Nobody.” The only difference was –
well, they sung in English, instead (…and they toured with The Jonas
Brothers, too). In a matter of weeks, the group found significant
success and an exponential increase of remakes of their videos on
YouTube.
Although finding the right balance between keeping one’s identity
and assimilating with the general public has timelessly proven to be
a trying (and maybe somewhat impossible) task, I’m certain that
Asian entertainers are slowly – but surely – inching their way to
success. As groups like The Wonder Girls continue to assert their
personal identities rather than complying to typecasts provided
for them, American entertainment will slowly – but surely – grasp
the concept that there’s more to being Asian than making noodles and
paper cranes. |
