With NewJeans, also known as NJZ, temporarily sidelined due to a contract dispute with their agency, ADOR, this month, a wave of rookie and established girl groups is entering the spotlight. SM Entertainment’s Hearts2Hearts—its first new girl group since aespa debuted five years ago—is among the latest contenders, alongside LE SSERAFIM, a group often considered one of the Big Three fourth-generation K-pop girl groups, alongside NewJeans and IVE. As insiders note, the industry is excited: “It’s a race to capture the fanbase left behind by NewJeans’ absence.”
Two New Contenders Battle for the Post-NewJeans Spot in K-Pop
SM has unveiled Hearts2Hearts, while IVE’s label, Starship Entertainment, introduced rookie group Kiki. Hearts2Hearts made its debut on February 24, while Kiki released its first single on February 16. Both groups are leaning into a fresh, girl-next-door image, emphasizing youthful innocence and pure charm. Its music videos showcase carefree girls frolicking in fields, evoking a sense of innocence and joy. Music critic Cha Woo Jin notes, “It’s natural for teenage girl groups to project an image of purity that aligns with their age.”
However, some critics cannot help but compare the group to NewJeans. Music reviewer Kim Yoon Ha notes, “When people see these two groups debut, many are reminded of NewJeans. It’s hard to overlook their huge impact on the industry.”
Kiki’s music video shot to #1 on YouTube’s trending videos and music charts within just 12 hours of its release. Meanwhile, Hearts2Hearts’ debut video accumulated an impressive 6.5 million views within its first 24 hours.
Veteran K-Pop Groups Still Lead the Way as Fourth-Gen Idols Return
Fourth-generation powerhouses LE SSERAFIM, NMIXX, and STAYC are all set for their comebacks. LE SSERAFIM is releasing new music on March 14, followed by NMIXX on March 17. LE SSERAFIM, in particular, has been making waves internationally, recently winning the prestigious Artist of the Year award at the 2024 Hanteo Music Awards on February 15. Early teaser images showcase a concept filled with intense charisma. Meanwhile, excitement is building for NMIXX, which wisor their geitslending mix-pop style and high-energy performances.
The timing of LE SSERAFIM and NMIXX’s March comebacks is strategic. By releasing new music now, they are positioning themselves perfectly for the upcoming spring festival season, including university events that kick off in April and May. In recent years, fan-recorded videos from college festivals have significantly boosted girl group popularity. LE SSERAFIM has benefited from viral fan cams from Yonsei University’s festival for the past two years. NMIXXXX also participated in various university festivals last year, including at Korea University, generating a wealth of fan-captured content.
However, there are growing concerns about oversaturation, as so many girl groups are making comebacks simultaneously. A representative from a mid-sized agency shared, “It’s becoming harder for groups to secure spots on major music shows. The competition is getting tougher for smaller agencies, especially with the dominance of industry giants.”