The most important annual show in Japan, the acclaimed NHK year-end program, 'Kōhaku Uta Gassen,' or the 'Red and White Song Battle,' is reportedly pivoting towards incorporating more K-pop to augment its appeal. The program's fixture in Japanese mainstream media is gradually extending to new territories, namely South Korea's K-pop, hoping to reach a younger audience amid declining viewership.

The shift in direction was reported on September 25 by a Japanese media outlet, suggesting that NHK's 'Kōhaku Uta Gassen' might evolve into a 'Hallyu Kōhaku Uta Gassen' primarily fronted by K-pop artists.

Japan's entertainment industry recently faced turbulence following allegations of sexual harassment against Johnny Kitagawa, the late founder of Johnny's & Associates — the prominent agency managing the top male idol groups in the country. This scandal has led advertising industries, as well as broadcasting companies, to hesitate to feature artists affiliated with Johnny's & Associates.

Taking precautionary measures, NHK's 'Kōhaku Uta Gassen' is now considering inviting artists active for the year who are not affiliated with Johnny's & Associates. Notable idol groups such as Snow Man, King & Prince, and Naniwa Danshi are among those represented by Johnny's & Associates. NHK is wary of public backlash if it continues to promote artists associated with the currently embattled agency.

Adding a refreshing perspective, an NHK spokesperson revealed that the network aims to plan the year-end extravaganza with a 'Hallyu Kōhaku Uta Gassen' theme primarily featuring K-pop artists. The official stated, “The 2021 program witnessed an all-time low viewership rating of 34.4%. In response, we were advised to cater to a younger demographic, and featuring Hallyu groups that are quite popular among youngsters as part of this strategy seems like a pragmatic decision."

Interestingly, the 2022 'Kōhaku Uta Gassen' already featured K-pop idols like LE SSERAFIM, IVE, and TWICE. With this move, the broadcast hit a positive note among its target audience, suggesting that the venture into K-pop is proving beneficial.

Another broadcasting insider insisted that this year’s 'Kōhaku Uta Gassen' should host a K-pop boy band. The source earmarked Seventeen, a 13-member act that has successfully held dome tours, and ENHYPEN, a 7-member group that delivered a triumphant Tokyo Dome concert, as strong contenders.

The insider also mentioned other promising artists from the agency that manages BTS, including TXT, and emphasized the importance of securing their participation. “The 'NHK Music Expo 2023' featured both Seventeen and ENHYPEN, hinting that negotiations for their inclusion in 'Kōhaku Uta Gassen' might have kick-started already. This could certainly turn the annual year-end event into a spectacular 'Hallyu Kōhaku Uta Gassen'," the source claimed.

With a bevy of K-pop artists in its roster, the prospective 'Hallyu Kōhaku Uta Gassen' may redefine the iconic Japanese music program, capturing a new wave of audience and pushing its global appeal.