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JYP, Facing Lawsuit with VCHA Member, Changes US Corporate Name... A Shift in North American Strategy?

[비즈한국] JYP Entertainment has begun reorganizing its US corporate entity. JYP recently filed a trademark application to change the name of its North American subsidiary, 'JYP USA,' to 'JYP America.' Prior to this, the company also relocated its office in the latter half of last year. This move appears to be a restructuring of its North American brand amidst an ongoing lawsuit with KG, a member of JYP’s global girl group VCHA.

JYP Entertainment is changing the name of its North American subsidiary, JYP USA, to 'JYP America.' On May 9, JYP filed a trademark application for the name 'JYP America.' A JYP representative stated, "The trademark application for JYP America is for the registration of trademark rights following the name change of JYP USA."

In the second half of last year, the company relocated its North American office. According to the California Department of Industrial Relations (DIR), JYP USA changed its address while renewing its minor employment permit in November of last year. JYP USA moved its office from the Hollywood Hills area of LA to the Century City area of LA.

Currently, JYP Entertainment’s North American subsidiary is 100% owned by JYP. JYP USA has been supporting the US activities of existing JYP artists while also producing the global girl group VCHA in partnership with Republic Records.

This reorganization does not appear to be unrelated to the lawsuit filed against JYP USA by VCHA member KG. Last year, KG, a US minor, revealed that she was in a legal dispute with her agency, claiming, "I was controlled by JYP USA staff regarding my diet, speech, and break times, and was forced to undergo more than 60 hours of training per week. Even when I injured my hip, I had to continue practicing without sufficient medical treatment." She further stated, "There were tiny surveillance cameras installed in the dorms, and the child welfare officer in charge was replaced, so protection measures were not functioning properly."

In response, JYP USA stated, "We are deeply regretful that they have chosen the path of a lawsuit while unilaterally making false and exaggerated claims to the outside world." At the time, JYP USA stated that it was planning a VCHA album release for the first half of 2025, but as of now, the group's activities remain uncertain. Regarding this, JYP has not disclosed any plans for future US operations.

Some speculate that JYP may focus more on concert businesses, such as North American tours for existing artists, rather than producing global groups. The securities industry has a positive outlook on JYP’s performance in the second quarter of this year, thanks to the world tour achievements of established IP like TWICE and Stray Kids. Hana Securities predicted that JYP would achieve its highest-ever performance starting in the second quarter, analyzing, "We expect a total of about 1.4 million tour attendees, including around 1 million for Stray Kids' stadium concerts in Japan and North/South America." IM Securities also forecasted, "In the second half of the year, the release of new albums by Stray Kids and TWICE, along with the resumption of TWICE’s world tour, will drive performance."

Between March and May of this year, JYP filed a large number of trademark applications, including 'DOUBLETHECAKE,' 'dodree,' and 'D25,' in addition to 'JYP America.' The applied product classifications span multiple industries including music, content, and apparel (Classes 3, 9, 14, 16, 18, 21, 25, 28, 35, 38, 41). JYP has also registered trademarks for its idol groups Skiz, Kickflip, and others under various classifications.

Following the debut of the boy group Kickflip in January of this year, there is speculation about the potential debut of a girl group, but JYP has not released an official statement on the matter.