Can Rain Find Success In America?

Korean singer Rain is bringing his show to the Theater at Madison Square Garden on Thursday and Friday, and The New York Daily News profiled the singer’s chances on breaking the American music market. “History unfortunately suggests that Rain will have a hard road to climb,” says Jeff Yang, an Asian-market expert for consumer-strategy firm Iconoculture. “Pop music is littered with Asian stars who have tried to cross over,” among them Hong Kong’s Coco Lee and Japan’s Utada. But, says Yang, the appeal of Asian stars is growing. “If Rain is well managed by his people, with his looks and charisma and idol qualities, he really could have enough to make a difference.”