JYP's Intimate Island Concert: A Refreshing Shift in K

JYP quietly flew a handful of their artists—Sunmi, Park Jin-Young, and members of g.o.d, the first-generation K-pop group that helped define the label’s early era—to a small remote island and staged a stripped-back concert that looked nothing like the stadium war dominating K-pop right now . No blinding LEDs, no drone choreography, no 40-person dance crews. Just a handful of artists, an audience small enough to count, and Sunmi debuting a new track called “Happy hour.”

For readers not deep in the scene : JYP Entertainment is one of South Korea’s “Big 3” legacy labels , home to major global acts like TWICE, Stray Kids (pictured above), ITZY, and NMIXX. If SM Entertainment built the idol blueprint and HYBE turned it into an international empire, JYP has always carved out its own