"Eternal 17-Year-Olds": New K-Pop Acts Reclaim the Market Through a "Freshness" Marketing Strategy

Korean K-pop rookie groups are dominating the market by using “freshness” as a common marketing keyword. As this strategy, which emphasizes the vitality and youthfulness of teenagers, spreads across the industry, traditional marketing paradigms are being reshaped. Freshness has become an essential term in marketing for recent K-pop agencies. NewJeans, Meovv, ZeroBaseOne, TWS, NCT Wish, BoyNextDoor, Younite, KickFlip, Tempest, and HITGS — among other next-generation idols — are increasingly highlighting this concept. Albums and news headlines feature descriptors such as “neo freshness,” “mysterious freshness,” “hip freshness,” and “classic freshness” to emphasize uniqueness. BoyNextDoor is one of the rookie groups leading this trend. The six-member boy band, which debuted in May 2023, sold 700,000 copies of its fourth mini-album, *No Genre*, on the first day it was released on May 13. The album title, *No Genre*, expresses confidence that “our group encompasses all genres.” The members are known for practicing late into the night at the HYBE building, earning them the nickname “HYBE’s guardians.” In particular, they are reported to perform using handheld microphones instead of headset mics. Taesan revealed, “We practiced and performed only with handheld mics even before debut. We used in-ear mics for MC activities, but the group has never used in-ear mics.” The title track, “I Feel Good,” is characterized by intense choreography, with Seong Woo-ho describing it as “the most tiring song we’ve ever done.” The “freshness” marketing strategy is not limited to rookie groups. HYBE Music described Tomorrow X Together’s (TXT) digital single “Love Language” as a “freshness love song,” indicating that both rookies and established groups share the same marketing language. While the youthful image of rookie idols is an old practice in the K-pop industry, the recent convergence around a single keyword like “freshness” suggests changes in the industry’s marketing strategies. As BoyNextDoor member Jae-hyun emphasized, “(We) practice every day. It’s passion,” showing that these groups are also striving to highlight their skills and hard work behind their fresh image. Additionally, the rock band Dragon Pony is gaining attention in the new rookie idol market. Selected by Billboard as the K-pop rookie of May, Dragon Pony is a four-member rock band that debuted in September 2024. The Leader, Ahn Tae-gyu, is born in the Year of the Dragon, while all other members are born in the Year of the Horse, leading to the team name being a combination of “dragon” and “horse.” All members participate in songwriting and production, creating music that captures “honest stories and emotions along with the raw energy of a band sound.” Their latest EP, *Not Out*, released in March, demonstrated further growth. As the K-pop industry converges around the single marketing keyword of “freshness,” concerns arise that differentiation among rookie groups may fade. However, it is clear that each agency aims to lower barriers for young rookies entering the market and accelerate fan base development by adding unique musicality and concepts on top of the freshness theme.