P1Harmony “ZENITH” Album

U.S. CAMPAIGN ROLLOUT STRATEGY

P1Harmony: Zenith

Executive Summary

This case study outlines the strategy for P1Harmony’s highly anticipated “Zenith” comeback, designed to dramatically expand their presence in the United States and solidify their status as K-pop’s next breakthrough group.

By leveraging a multimedia approach (including high-visibility performances, innovative pop-up experiences, tailored content for the US market, and strategic collaborations) this campaign aims to target Gen Z and young Millennial fans (aged 14–27, with a focus on women) and create lasting engagement.

Through a blend of musical experimentation and continuity with P1Harmony’s superpower-driven universe, “Zenith” seeks to fuel unprecedented fan growth, boost streaming numbers, and elevate P1Harmony’s reputation among both hardcore K-pop stans and the wider music audience in the US.

Group Profile

Pictured left to right: Keeho, Soul, Intak, Jeongseob, Jiung, Theo

Who Is P1Harmony?

P1Harmony is a six-member South Korean boy band formed by FNC Entertainment. Their concept centers around a unique narrative involving superheroes with special abilities who navigate between a fictional world called "P1usWorld" and Earth, aiming to bring harmony and positive change.

Their lore, explored through their music videos and debut movie, "P1H: The Beginning of a New World," connects their songs and performances to this overarching story.

P1Harmony is known for a consistent superhero concept that ties their music and visuals together, creating a clear and recognizable brand identity.

They are recognized for their experimental and dynamic sound, blending various genres with their unique twist, all while emphasizing sincerity in their music to connect with a global fanbase. The group has proven their ability to balance intense performances with strong musical artistry.

Brand Positioning

Discography Breakdown

  • DISHARMONY: STAND OUT (2020)

    "DISHARMONY : STAND OUT" is the debut mini-album of the K-pop group P1Harmony, released on October 28, 2020. The album is the first in their "DISHARMONY" series, exploring the concept of finding harmony in a world filled with disharmony.

  • DISHARMONY: BREAK OUT (2021)

    Their second mini-album continues their "DISHARMONY" series, focusing on overcoming discord and inequality. The album encourages listeners to find their inner strength and speak up against unfair systems.

  • DISHARMONY: FIND OUT (2022)

    The final installment in their "DISHARMONY" series, exploring the concept of finding harmony amidst discord. The album features the title track "Do It Like This," which encourages listeners to move forward and embrace a new world of possibilities.

  • Gotta Get Back (ft. Pink Sweat$) (2022)

    First project in collaboration with an American artist.

  • HARMONY: ZERO IN (2022)

    The beginning of their "HARMONY" series, focuses on respecting freedom and individuality to build a harmonious new world. The album is seen as a potential introduction to the group for new listeners, balancing their signature harder style with more melodic and pop-oriented tracks.

  • HARMONY: SET IN (2022)

    Explores the concept of achieving harmony, both within the group and individually, by embracing both confidence and vulnerable emotions. The album also emphasizes the idea of building a stronger foundation of self-esteem and finding strength in their bond as a team.

  • HARMONY: ALL IN (2023)

    Represents the group's journey towards achieving a harmonious world. It features the title track "JUMP," an alternative pop song with a hip-hop base, encouraging listeners to embrace the present and move forward together. The album explores themes of self-love and finding one's identity, with each song offering a unique meaning and message.

  • Fall In Love Again (2023)

    Became the first indie-signed male Korean group to hit the Top 40 radio in the US.

  • Killin' It (2024)

    Their first full-length album, Killin' It, released on February 5, 2024, acts as a pivotal moment in this narrative. The album signifies the completion of a harmonious world for P1Harmony, where they are revealed to be the hidden heroes or "NEW KIDS".

  • DUH! (2025)

    “DUH!” explores the concept of a confident and self-assured hero who embraces their own. It is seen as a contrast to their typical humble hero, but explore becoming a bit boastful

The Challenge

  • The US market is crowded with global pop acts and high-performing K-pop groups, making it challenging to capture sustainable fan attention and chart impact.

  • Despite steady growth and creative storytelling, P1Harmony has yet to experience a true mainstream breakthrough in the US comparable to K-pop’s top acts.

  • With their lore reaching a climax and their most powerful form (“Zenith”) on the horizon, the group faces the dual challenge of raising narrative stakes while ensuring broad, relatable appeal.

  • This comeback must be positioned as a pivotal moment that could redefine the group’s trajectory internationally.

The Opportunity

  • P1Harmony has already laid the groundwork: youthful energy, relatable origin story, and established US touring history/pop-up successes (e.g., “DUH!” pop-up stores, festival performances).

  • By blending their superhero lore with more experimental music and diverse visuals, P1Harmony can stand out against other rising K-pop gorups.

  • The Zenith era offers a unique opportunity to launch the group’s most ambitious campaign, leveraging mainstream media, fandom platforms, and organic social virality.

  • There is increasing US demand for new K-pop concepts, English-language content, and immersive fan experiences.

"P1ustage H: Peace" Tour (2022)

"P1ustage H: Utop1a" Tour (2024)

"P1ustage H: P1oneer" Tour (2023)

Why This Comeback Matters

The Zenith comeback encapsulates years of narrative build-up, positioning the group for a “make or break” cultural moment in America.

Success here means not only increased streaming and chart performance, but also deeper brand fandom and credibility in pop culture conversation.

Failure to innovate or captivate risks the group blending into the background of a crowded market, making this campaign high-stakes and essential to international growth.

Who Are P1Harmony’s US Fans?

US Fan Distribution

US Fan Gender Split

Top Streaming Platforms

Top Social Platforms

Engagement & Market Power

Concert & Merch Engagement

31.7% of US K-pop fans have attended 3–9 concerts; 9% attended 10+

27% purchase merch at concerts

Merch spend per fan up +13% since 2023

Online Fandom Activity

83% participate on Reddit

47% on Twitter fan pages

K-pop Album Sales & Streaming

US: 2nd-largest K-pop album export market—$60.3M in 2024

K-pop accounts for 6.9% of US album sales (2023), with an 88.8% YoY growth in category

9.2 billion on-demand K-pop audio streams in US (2023)

Chart Milestones (2023)

5 K-pop albums hit #1 on Billboard 200 (record year)

SMART Objectives

  1. Amplify Streaming Impact

Increase cumulative US Spotify streams for “Harmony: Zenith” tracks by 30% within three months of release, compared to the 5.6 million streams on “DUH!” during its initial quarter.

2. Grow Fandom & Engagement

Boost official US fan registrations and newsletter sign-ups by 25% within six months, and raise average weekly US interactions (likes, shares, comments) on TikTok and Instagram by 40% over current baselines (e.g., 42M TikTok likes, 2.5M Instagram followers) in the four weeks post-comeback.

3. Drive Album Sales & Chart Performance

Achieve first-week US album sales exceeding 450,000, outpacing “DUH!” (440,000), and target a debut within the top 20 of the Billboard 200, sustaining presence for at least three consecutive weeks.

4. Energize Concert & Merch Revenue

Increase average US tour ticket sales by 20% and concert merchandising revenue by at least 15% compared to previous tours, using enhanced fan experience activations and promotional pop-ups.

5. Expand US Media Presence

Secure coverage in at least 10 major US music/pop culture outlets (e.g., Billboard, MTV, Rolling Stone), and collaborate with five US-based YouTube creators/podcasts in the two months post-release to maximize digital PR reach..

Zenith Concept & Visuals

Version 1: Genesis

“Genesis” is all about stepping boldly into the next era. Futuristic city lights, sci-fi energy, crisp silvers mixed with bold, electric colors. The group rocks high-tech streetwear, glowing details, and sharp silhouettes that feel straight out of tomorrow. It’s confident, and exciting. Fans are invited to imagine what’s possible, and be part of shaping what comes next.

Zenith Concept & Visuals

Version 2: Crown Circuit

“Crown Circuit” depicts next-level royalty with an edge. Featuring classic regal looks remixed with metallics, layers, and fresh color pops. “Crown Circuit” is about being at the top of your game but doing it your own way and ready to set new rules. This is P1Harmony at their peak: majestic, but always approachable.

Zenith Concept & Visuals

Version 3: Afterglow

“Afterglow” captures those honest, human moments after the storm when everyone’s a little messy, a little stronger, and a lot more connected. Soft, worn-in outfits, warm earth tones, and natural light give off a feeling of hope and resilience. Here, P1Harmony are showcased as survivors and friends, showing fans it’s okay to be vulnerable and that growth always follows even the toughest times.

Phased Promotion Timeline

Channel Breakdown

Event Production Campaigns

Concert Pop-up

  • Limited-capacity live performances in key cities, with special fan moments (e.g., Q&A, exclusive merch lines, “Hi-Touch” sessions).

  • Livestream elements for global access.

Fan Meet & Greet

  • Small gatherings with tiered access (standard, VIP photo-op).

  • Bonus elements: signing table, mini-games, exclusive unreleased content preview.

Hybrid Digital-Physical Events

  • AR fan interaction booth at event venues, with digital photo ops or virtual messages from the group.

  • Virtual fan meet for international audiences.

Potential Brand Collaborations

P1Harmony × Sony

Leverages P1Harmony’s futuristic Zenith image by offering exclusive branded headphones or earbuds, letting fans listen in style while unlocking special music content.

P1Harmony × HI-CHEW

A “Zenith” flavor and limited-edition packaging bring P1Harmony’s energy to HI-CHEW, connecting with US fans through a taste that matches the group’s vibrant new era.

P1Harmony × The Sims or Zepeto

Potential for a Zenith digital world in either The Sims for mass US appeal or Zepeto for fan-driven, avatar-focused engagement. Fans can live out the P1Harmony universe whichever platform they love most.

Measuring Impact

KPIs & Success Metrics for Zenith

K-pop’s US streaming market has grown an average of 90% annually over the past decade, with a 182% surge since 2018. While this rise is partly powered by global superstars, groups like P1Harmony are carried by highly engaged fandoms and smart, fan-driven strategies. For “Zenith,” our targets intentionally outpace the average K-pop streaming growth, capitalizing on active US fan participation, growing media reach, and established conversion strengths across merch, ticket sales, and fan engagement.

Key Performance Indicators (KPIs) Table

P1Harmony: Zenith

Learnings & Conclusion

Through this case study, we learned that US K-pop fans are incredibly passionate, but are looking for something deeper than just any usual promo.

What makes the “Zenith” comeback strategy special is how it brings together bold, futuristic visuals, honest storytelling, and genuine ways for fans to join in and connect with P1Harmony members and their music.

By showing different sides of the group and meeting fans on their favorite platforms, P1Harmony can build a deeper connection with fans and invite them to be part of something new in K-pop’s US journey.