K-Pop Agencies Reshaping the Market with New Generation Global Groups: From Solo Activities by LOONA Members to Debut of New Groups

K-pop agencies are accelerating efforts to discover new artists and expand their global reach. While members of disbanded groups are pursuing solo careers, emerging agencies are bringing in international talent to launch next-generation groups. Yves, the former member of the 12-member group LOONA that disbanded in 2022 (real name Ha Soo-young), is actively performing in North America through the Apple Cinnamon Crunch tour in 2025. This tour, which began in Canada on January 16, has passed through major cities such as Brooklyn, New York, Chicago, Dallas, Houston, Los Angeles, and San Francisco, concluding on February 4 at the Fantasticks Theater in Tacoma, near Seattle. Yves has 716,500 monthly Spotify listeners, 751,000 Instagram followers, and 188,600 TikTok followers, and is supported by fans known as the fandom “Engdu.” Since LOONA’s disbandment, many groups have held performances in Tacoma. Groups that performed at the Tacoma Dome in 2024 include (G)I-DLE, Enhypen, Tomorrow x Together, and ATEEZ, while TWICE performed there in 2023. This indicates that Tacoma has become a key hub for K-pop tours in North America. Meanwhile, the next-generation group AtHeart, launched by the new agency TITAN CONTENT, is set to debut in early 2025. TITAN CONTENT revealed information about its members, including Seohyeon (16, from South Korea), Katelyn (17, from the Philippines), and Aurora (15, from Japan), who were selected through a global audition last January. Along with Sorin and Michi, who were already announced, these five members form a global group representing various nationalities. AtHeart’s most distinctive strategy is its rare practice of allowing members to operate their own social media accounts in the K-pop industry. Seohyeon (@seohyeonatheart), Katelyn (@katelynatheart), and Aurora (@auroraatheart) can communicate directly with fans through their Instagram and TikTok accounts, likely aiming to showcase each member’s individuality first and build a dedicated fan base. Katie Kang, CEO of TITAN CONTENT, stated in a statement that “AtHeart will become the group to lead a new era for K-pop,” emphasizing the strengths of each member. Seohyeon stands out for her excellent vocal tone and diverse talents, Katelyn is noted for her energetic personality, bright smile, and rapping skills, which were highlighted during auditions in Manila, and Aurora is praised for her outstanding vocal and dancing abilities. TITAN CONTENT has a creative team composed of former SM Entertainment CEO Nikki Semin Han and international K-pop experts, and it has announced plans to drive changes in the global paradigm of K-pop. The complete lineup of AtHeart members and their debut date will be revealed soon.