Which is fine. SM purposely made them for the East Asian market (China/Korea/Japan) and they are guaranteed many years of success there. Their concept also has the otaku-ish tinge so that won’t appeal to a casual Western audience either but the weeboos will like it.
An American advancement will be the icing on the cake, not a main course. And thus makes sense because SM said they are literally planning a Western GG, so they each have their own turf.