A new wave of next-generation girl groups is taking over K-pop in the first half of this year, with both major and mid-sized agencies introducing fresh talent. Backed by renowned producers, these rising stars are driving a generational shift in the industry.
Kakao Entertainment has launched two major rookie girl groups this year under its subsidiary labels. SM Entertainment debuted its eight-member group Hearts2Hearts on Feb. 24, marking its first girl group since merging with Kakao last May. Another subsidiary, Starship Entertainment, debuted its five-member group KiiiKiii on March 24, with both groups debuting one month apart.
Both groups are gaining attention as possible successors to their agencies’ top girl groups. Hearts2Hearts is SM’s first girl group in four years, following aespa. The octet stands out with sharp choreography reminiscent of their senior group. Their debut album “The Chase” features an R&B title track of the same name, praised for its dreamy harmonies. The group’s multinational lineup is also attracting attention, especially Carmen, the first Indonesian member to debut in a major agency’s girl group. Hearts2Hearts will launch a reality show, Chat Hearts2Hearts, on streaming platform Wavve on March 26.
KiiiKiii, on the other hand, consists entirely of Korean teenagers. The group was planned by Seo Hyun-joo, the producer behind IVE, a group popular with teens. Their debut album “Uncut Gem” includes six tracks, with the title song “I Do Me” bringing a lively, party vibe through dance-hip-hop beats.
Smaller agencies are also leveraging high-profile producers to make their mark. New agency Titan Content will debut its seven-member girl group AtHeart in July. The agency has been introducing its members while highlighting the production team, which includes former SM planner Kang Jung-ah and renowned choreographer Lia Kim.
Another mid-sized agency, Hi-Hat Entertainment, is set to debut its seven-member group Ifeye on April 8. The group is produced by choreographer Ryud, known for his work on “Queendom 2″ and “My Teenage Girl.”
Groups that debuted last year are also making a return. The seven-member girl group Izna under WakeOne Entertainment, a CJ ENM subsidiary, debuted in November with production by Teddy, the well-known producer behind Blackpink. Say My Name, which debuted in October under iNKODE Entertainment, was produced by Kim Jae-joong, formerly of TVXQ. Both groups are starting their promotions again this month.
The battle for capturing teenage fans is heating up. Hearts2Hearts announced a collaboration with the popular kids' character franchise “Catch! Teenieping” before even releasing their debut song. They plan to launch co-branded merchandise and music videos. KiiiKiii is branding itself with “Gen Z vibes,” featuring retro elements like pagers and karaoke visuals in its music videos. Even before their debut, the group grabbed young fans' attention with a jam factory concept, launching a fun, character-themed website and merchandise.
