K-Pop’s Four Major Agencies Kick Off a “Blockbuster Season”... BTS’s Full-Group Return Set to Reshape the Industry

The second half of 2025 is being dubbed the “Blockbuster Season” in the K-pop industry, as key artists from the four major agencies—SM, JYP, YG, and HYBE—will take the stage one after another. In particular, BTS’s full-group return is expected to bring about a new turning point for the K-pop market. SM Entertainment’s flagship girl group aespa will be the first to make a move. Having dominated charts with songs like “Amagodon,” “Supernova,” and “Whiplash” last year, aespa is set to release new music in June. Member Karina recently hinted during a livestream that fans who enjoy aespa’s “metallic” sound will definitely love this new track. The Golden Disc Awards further fueled speculation about their comeback by revealing keywords such as “Taeyang,” “Sunlight,” “Melting Metal,” “Furnace,” and “Blacksmith.” aespa recently concluded their “Synk: Parallel Line” tour in Seoul, proving their ticket power in the United States and Europe. With five consecutive million-selling albums, their brand strength alone suggests strong performance expectations.

Global superstar BLACKPINK under YG Entertainment is also drawing significant attention. Market expectations are so high that YG Entertainment’s stock reached its 52-week high of 87,400 won ($63) following news of the group’s upcoming activities. YG President Yang Hyun-suk has announced a new release, and the group will debut their new performances on the “Deadline” world tour, which begins on July 5–6 in Goyang, Gyeonggi Province. YG has formed a dedicated task force for BLACKPINK’s comeback. Although there was a roughly 2-year and 8-month hiatus since their full album “Born Pink” was released in September 2022, Jennie and Lisa have maintained their global influence by performing solo at the Coachella Valley Music and Arts Festival in April 2025. BLACKPINK’s “Deadline” tour will feature 31 performances across 16 cities, including large-scale stadium shows.

Following TWICE, aespa, and BLACKPINK, BTS’s full-group return is expected to completely transform the K-pop market landscape. The sequential comebacks of the flagship artists from HYBE’s four major agencies are generating high expectations among global K-pop fans, with industry experts noting that their activities will serve as a new driving force for the K-pop market. However, there are concerns within BLACKPINK’s fandom regarding the mention of a “new song.” Since they have been inactive for nearly three years, fans have been demanding a “full album rather than a single.” Online, opinions such as “We want an official confirmation from YG” and “Plans keep coming out but nothing actually happens” have emerged, suggesting that BLACKPINK’s comeback must deliver tangible musical content beyond just a world tour to regain fans’ trust.