JYP Entertainment, the K-pop company that is home to TWICE and Stray Kids, said on Tuesday that it has opened a branch in the United States in order to broaden its reach into the North American market.

We established JYP USA to establish a presence in the North American market, where the K-pop fan base continues to grow, and to pursue new strategic development, according to a press statement from the firm.

It is expected that the local firm would seek to assist JYP-managed artists in their future advancement into the US market, as well as to uncover and develop emerging talents in the region, according to the agency.

The opening of the new location is the latest step in the K-pop agency's efforts to broaden its presence in the market.

Earlier this month, JYP revealed that it has expanded its strategic collaboration with US Republic Records, one of the largest American record companies owned by Universal Music Duo, which began in 2020 with the K-pop girl group TWICE and was set to conclude in 2021. According to the South Korean news agency, Republic Records will assist the operations of JYP's other K-pop groups in the United States, including boy band Stray Kids and girl group ITZY, as part of the extended partnership.