Major Returns by 2nd and 3rd Generation K-POP Groups Signal Market Realignment

BTS, BLACKPINK, EXO, BIGBANG, and other legendary groups from K-POP’s 2nd and 3rd generations are all set to resume their activities one after another. As these veteran artists return to a market now dominated by newcomers, experts highlight their impact on both global fanbases and the album industry.

EXO was the first to send out a signal. The group released its 8th studio album, REVERXE, on January 19, marking its first full-length album in approximately 2 years and 6 months since November 2022. The Title Track, “Crown,” is a hard dance track that combines Atlanta trap drums, heavy metal guitar riffs, and EDM synths. It features a strong male idol sound that is rare in contemporary K-POP, with lyrics comparing a cherished person to a “crown” to convey a message of protecting that person until the end. This narrative aligns with the storyline the group established in its early days.

Due to legal disputes with their agency, some members were unable to participate, so EXO worked on this album as a six-member unit. The decision to release a full studio album despite not being a complete group suggests that EXO still places great importance on album-based activities.

REVERXE achieved immediate success on charts. Right after its release, it topped China’s QQ Music digital album sales chart and received double platinum certification. It also reached number one on music platforms under Tencent Music as well as Kugou Music. Its global spread was rapid as well, claiming the top spot on the iTunes Top Albums chart in 35 regions worldwide. It also topped Japan’s Oricon and AWA charts, along with South Korea’s Hanteo Chart.

BLACKPINK is scheduled to release its third studio mini-album, DEADLINE, on February 27. This will be their first full-group album in 3 years and 5 months since their 2nd studio album, Born Pink, in September 2022. BLACKPINK reached number one on the Billboard 200 with Born Pink, and their digital single “Jump,” released last year, also topped the Billboard Global 200 chart.

The returns of 2nd and 3rd generation groups continue to reshape a K-POP market now centered around newcomers. EXO’s REVERXE has simultaneously topped major charts in China, Japan, and South Korea, while BLACKPINK will release its new album on February 27.