New Trends Shaping the K-POP Market: A Shift Toward the “Rookie Generation” and the Rising Popularity of “KPop Demon Hunters”

As 2025 draws to a close, the K-POP market is showing clear signs of transformation. From strategically launched rookie groups by major agencies to teams pursuing independent experimentation, there is widespread belief that this rookie generation is not only making their debuts but also altering the very landscape of K-POP. The all-girl group Hearts2Hearts attracted significant attention even before its debut as a long-awaited mixed-gender group. It adopted a concept that unified members with existing reputations under a single narrative, delivering high-quality performances and stage execution. In particular, its emphasis on presenting the group’s identity and message was highly praised. Indeed, Hearts2Hearts’ song “ONE MORE TIME” reached third place on recent music charts as a new release, confirming strong public reception.

CORTIS, a male rookie group under Big Hit Music, caught attention from the start of its career thanks to ambitious goals and experimental approaches. Its use of loop stations in the intro, a singing style that did not hide the unique timbre characteristic of adolescence, and highly challenging performances were unusual choices for a rookie group. Experts continue to note that its popularity driven by performances and challenges makes it stand out among groups debuting in 2025.

HEarts2Hearts, an agency under SM Entertainment, is seen as an example of the power of a conventional approach. Rather than relying on provocative messages, it emphasized stable music and refined performances, reviving the classic aesthetics of idols. Its performances, which focused on stage intensity and quality, symbolically reflected SM Entertainment’s unique training system and heritage.

THE BOYGROUP KickFlip from JYP Entertainment differentiated itself by highlighting bright and cheerful energy. Its concept, which combined intuitive group name and a fresh image with hip-hop elements, added a sense of novelty. Although there is room for improvement in terms of music performance metrics and public impact, the group is generating high expectations as its musical direction may evolve in the future.

THE GIRLGROUP ITZY left a unique impression through its color schemes, imagery, and easy-to-listen-to music. Its efforts to blend naturalistic aesthetics with hip-hop elements and Gen Z sensibilities became a hallmark of its individuality. The high quality of its songs and thoughtful concept development have received positive feedback.

Meanwhile, “KPop Demon Hunters,” produced by Netflix and Sony Pictures Animation, is also bringing fresh wind to the K-POP market. Released on June 20, the film became Netflix’s most-watched title ever and has remained in the global top 10 for 20 consecutive weeks since its release. On November 5, Netflix and Sony Pictures Animation officially confirmed the production of “KPop Demon Hunters 2,” with the original directors set to return. Additionally, the streaming service is considering expanding this project into two more animated sequels, a live-action remake, a TV series, and a stage musical. Industry experts state that “2025 is a year centered on rookies.” The resurgence of mixed-gender groups, experimental music and performances, and the reaffirmation of conventional approaches all indicate that the K-POP rookie market is expanding in increasingly diverse ways. The industry is closely watching which of these rookie groups will achieve long-term competitiveness.