LIGHTSUM Rebrands as a J-Pop-Inspired Group Through Re:idol
Photo: LIGHTSUM JP Official X
Two years after LIGHTSUM released their last Korean single, the group has made a drastic pivot into the J-Pop industry. Many artists enact unconventional or controversial tactics to keep their name in the spotlight, but a K-Pop group overhauling their image for the Japanese market sounded unheard of before this year. LIGHTSUM forged a brand new path for themselves with the release of their first Japanese EP, Re:idol, on September 23. Inspired by the success that J-Pop group CUTIE STREET saw in South Korea, LIGHTSUM not only debuted in Japan—they adopted a new aesthetic, converted their latest Korean title track into a J-Pop style, and utilized J-Pop advertising methods.
Re:idol TRACKLIST:
“どうして”
“Fallin’ World”
“Stop and Go”
“POSE! - Kawaii ver.”
“夜を歩く君へ”
A Brief History of LIGHTSUM
LIGHTSUM debuted under Cube Entertainment on June 10, 2021 with the single “Vanilla.” Originally an eight-member group, the group explored a range of concepts in their title tracks: cute for “Vanilla,” elegant for 2022’s “VIVACE,” and high-teen for 2023’s “ALIVE.” After the group restructured into a six-member lineup, Sangah, Chowon, Nayoung, Hina, Juhyeon, and Yujeong showed a cheeky and bold attitude for 2023’s “Honey or Spice.”
They released the digital single “POSE!” in 2024, their last song until 2026. In January of this year, Sangah, Chowon, and Juhyeon debuted as a sub-unit with a cover of BTOB’s “Beautiful Pain” from 2018. Despite the confirmation of new music, the lack of original content felt worrying. In an industry where girl groups typically only remain active for a little more than three years, LIGHTSUM’s situation still beat the odds, but it did not appear as a flourishing career.
From K-Pop to J-Pop
This August, Japanese video streaming service ABEMA started airing a documentary about LIGHTSUM’s planned debut in Japan. Its first episode revealed that the proposal to enter the J-Pop market happened in May. Cube Entertainment Vice President Jeon Seunghwee decided that LIGHTSUM would take this route after seeing CUTIE STREET’s achievements in the South Korean market.
Though this decision shocked the members, they ultimately moved forward with this plan as a way to keep performing. It felt raw to see and hear this honesty about the group’s uncertain status. The debut was portrayed as their last chance. Now suited up with navy blue dresses adorned with ribbons and other cute accessories, LIGHTSUM were ready to see what the Japanese market had to offer.
“どうして”
Pronounced “Doshite,” LIGHTSUM’s Japanese debut title track highlights the “ups and downs of having a crush.” Its electro-pop instrumental creates a cheery and hopeful atmosphere. This sound stays mostly consistent, only differing when it switches to the trap genre during Sangah’s rap, a typical transition in K-Pop. Though LIGHTSUM has not done a cute concept since 2021, they manage to pull off the image switch here.
However, the music video does not match the energy embedded into the song. The visuals look downcast with dark lighting and a hazy quality. They lack a pop of color usually associated with J-Pop idol music videos. The absence of pastel colors and the subdued energy leave the music video feeling disconnected from J-Pop idol conventions. Even the striking blue outfits only appeared near the end of the music video. Though the debut was framed as a J-Pop rebrand, the end result felt tonally inconsistent, as if the visual direction had not fully committed to its stated intentions.
For longtime listeners, this move was never one any fan would have predicted. LIGHTSUM still put in considerable work and strived towards this unexpected goal. At the end of the day, there is a sense of relief that the group has another shot at an idol career.