Uploading the Korean dream

Uploading the Korean dream

From humble beginnings on social media, Nathamon 'Nutty' Kongjak is the latest Thai star to become a K-pop idol

ARTS & ENTERTAINMENT
Uploading the Korean dream

Nathamon "Nutty" Kongjak was only seven minutes late, but she apologised profusely, to the point of mutual embarrassment. For a net idol with 3 million followers, and a budding artist who has just released an album in Korea, Power Of Nutty, there's something disarming about Nathamon, especially when the general consensus of net idols and K-pop stars tends to lean on the negative side.

When someone is labelled a "net idol", one can't help but squirm, but this wasn't the case with Nathamon. Although she is clearly ingenious with well-groomed manners, her shy smile, slouched posture and well-versed answers mean Nathamon doesn't present like a typical net idol that banks on notoriety, nudity or profanity. She has gained her loyal followers through her singing and dancing talents as well as beauty tips.

Nathamon's internet fame caught the attention of Korean production company Dream Cinema, who put her on the Korean star map. Power Of Nutty was recorded and produced entirely in Korea, and is only available in the Land of Kimchi. The lead single, So What?, is now making the rounds in Korea and Thailand, but there is also a Thai version of the song, which Nathamon wrote the lyrics for.

"My position in Korea is a Korean artist with Thai nationality. All the album was produced in Korea, and I sing in Korean even though I'm still learning how to speak Korean properly. Everything happened so fast. I still can't believe it," she said.

Born to singer parents, Nathamon has always been attuned to music. She quickly learned to emulate songs and melodies when she was young and her supportive parents, who understood the nature of their showbiz-inclined child, enrolled her in dance classes when she was just nine years old. Dancing is one of Nathamon's passions and she also enjoys playing ukulele and guitar.

Her internet fame began innocently enough: she simply wanted to record herself singing and dancing to popular songs of the time, but her talents were to prove too big to be contained on a computer screen.

"I wasn't trying to be popular. But then people started sharing my clips, and more people started to follow. It grew from there. I think part of my popularity might stem from the fact that I take requests from followers as they often suggest what songs or dance moves I should do. The beauty tips also started with fans, as they began to question how to do the hair and make-up I had in my clips," she said.

Nathamon said she has never been a hardcore K-pop fan, and she covers all kinds of music from whichever countries her followers want to hear. As expected though, the majority of requests are of Korean pop songs, which usually come with prepackaged dance moves. Thanks to her natural ability to pick up lyrics and dance moves quickly, Nathamon's covers of K-pop hits are more than well received.

"I guess I'm one of the lucky ones as I don't seem to attract many haters like some net idols do. On my own social network turf, I hardly encounter any trolls, but of course when my clips are shared on other sites, there are some mean people saying mean things out there. Then again, there's nothing I can do. It's the nature of the internet. People can say whatever they want, and you just have to let it go," said Nathamon.

Her ability soon caught the attention of Dream Cinema, which also operates in Thailand, when they were asked to pick two Thai artists to feature in the K Festival last year, a huge showcase for the biggest and best K-pop stars. Last year, superstar Jirayu "James" Tungsrisook and Nathamon represented Thailand.

"They were looking for a new face, and I was lucky to be chosen. They knew I could learn a Korean song very fast, so they put their trust in me. It was nerve-racking at first, but I think everything turned out fine," she said.

It actually turned out to be more than fine and Nathamon was asked to stay in Korea for six more months to record her mini album. This was quite a rarity in the Korean music industry where stars usually have to go through at least two years of hard training before they can even set foot on a stage. She returned home last December.

During her six months in Korea, Nathamon said she has learned more than she could ever imagine.

"I had a minder/manager with me all the time. The work ethics there are very tough. They are very strict with everything, including times. The practice hours are long and hard. Discipline is key. They wanted me to lose a couple of kilos, so they would prepare meals for me, and I found that the hardest. It was very difficult for me when it came to food. But I got through it all," she said.

At the end of the recording process, there were talks that maybe Nathamon should stick around to receive further training with another record label, but Dream Cinema discussed the matter with Nathamon, who by that point had started to find it too hard to cope with the extreme cold weather.

"So we decided that I would be based in Thailand. Honestly speaking, I don't want to be a full Korean artist. I don't want to relocate. My family and friends are here in Thailand, and there are many more things I want to explore here. I think it'll work out for me to work in both countries," she said.

Asked how her first single is doing in Korea, Nathamon said it made it to one of the music charts there, and there are Korean fans who support her wholeheartedly, but there are also promotional issues.

"I can't do TV shows as my Korean is not good enough yet. So it's hard to do any promotional stuff without being able to speak the language. I'm learning Korean now though, and I hope I'll be able to speak very well quite soon," she said.

"My followers are over the moon that I've put out a Korean mini album. They have been very supportive, and that keeps me going. I don't want to disappoint anyone, from my fans to my company. I want to do the best I possibly can."

Nathamon is currently looking to diversify her talents with the help of Dream Cinema and so is kept rather busy. As well as waiting to shoot her second music video, Nathamon is also studying acting at Rangsit University, and continuing to please her online fans with regular clips.

"I never thought I would be able to do what I'm doing now. It seems so unreal at times. I was just a girl who loved to sing and dance. Well, I am still that girl, but now I can do so many other things now. That makes me very happy."

Local Stars Who Travel Well

The K-pop phenomenon may have taken over Asia, and especially Thailand, but there is still room for many talented Thai stars and singers with dreams of making it big in the Korean market. Nathamon is just one of many to have been groomed by the famous Korean star-making machine and become “Korean” superstars. The first name that jumps to mind should be none other than Nichkhun Horvejkul, the Thai heart-throb who is a member of the hugely popular group 2PM.

Nichkhun’s star wattage is as high in his homeland as it is in Korea. Discovered by JYP Entertainment when he was studying in the US, Nichkhun decided to leave everything behind to join one of Korea’s biggest entertainment companies, and he went through years of training where he also mastered the Korean language. With Nichkhun, we’re not only talking about a minor role in the world of K-pop, as he’s been one of the top stars there for many years now. There was a point when you couldn’t turn on Korean TV without seeing his face. He’s definitely set a benchmark for any Thais who want to succeed in Korea.

Next up is Kunpimook “Bambam” Bhuwakul with GOT7, a multinational boyband, who’s also with JYP. Formed in 2014, GOT7, who’s doing exceptionally well, blends bright hip hop beats with a cute yet international flare. An ardent rapper, Bambam auditioned for his spot by singing the Thai national anthem, and needless to say, he made it.

From Tiny-G, Kunyapas “Mint” Pronpaweeworakul’s fluid dance moves and signature honey skin tone have helped make her mark in Korea.

We’re also expecting big things from Chitpol “Ten” Lichaipornkul who is signed to giant SM Entertainment.

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