K-Pop’s Next Wave: Girl Groups Set to Conquer Spring This Year
In the first half of this year, a surge of upcoming girl groups is dominating K-pop, as prominent and medium-sized entertainment companies debut promising newcomers. Supported by well-known producers, these emerging artists are spearheading a transformative change within the music scene.
This year, Kakao Entertainment has introduced two significant new girl groups through its affiliated companies. On February 24, SM Entertainment, now part of Kakao following its merger last May, unveiled its eight-member ensemble called Hearts2Hearts. Just a month later, on March 24, another affiliate—Starship Entertainment—introduced their five-member unit named KiiiKiii. Both acts made their debut within a span of approximately thirty days from each other.
Both groups are gaining attention as possible successors to their agencies’ top girl groups. Hearts2Hearts is SM’s first girl group in four years, following aespa. The octet stands out with sharp choreography reminiscent of their senior group. Their debut album “The Chase” features an R&B title track of the same name, praised for its dreamy harmonies. The group’s multinational lineup is also attracting attention, especially Carmen, the first Indonesian member to debut in a major agency’s girl group. Hearts2Hearts will launch a reality show, Chat Hearts2Hearts, on streaming platform Wavve on March 26.
On the contrary, KiiiKiii comprises solely Korean teenagers. This ensemble was conceived by Seo Hyun-joo, who also produced the teen-favorite group IVE. Their inaugural album titled “Uncut Gem” features six songs, including the lead track “I Do Me,” which infuses an energetic, festive atmosphere using dance-hip-hop rhythms.
Smaller agencies are also leveraging high-profile producers to make their mark. New agency Titan Content will debut its seven-member girl group AtHeart in July. The agency has been introducing its members while highlighting the production team, which includes former SM planner Kang Jung-ah and renowned choreographer Lia Kim.
Another mid-sized agency, Hi-Hat Entertainment, is set to debut its seven-member group Ifeye on April 8. The group is produced by choreographer Ryud, known for his work on “Queendom 2″ and “My Teenage Girl.”
Last year’s newcomers are also set to make a comeback. Izna, a seven-member girl band from WakeOne Entertainment—a subsidiary of CJ ENM—made their debut in November. They were backed by Teddy, the renowned producer known for his work with Blackpink. Another act, Say My Name, launched in October under iNKODE Entertainment and was crafted by Kim Jae-joong, who previously performed as part of TVXQ. These two ensembles will be reigniting their promotional activities later this month.
The competition to win over teen audiences is intensifying. Before dropping their first single, Hearts2Hearts partnered with the beloved children’s icon series “Catch! Teenieping.” Their strategy includes unveiling jointly branded products and music clips. Meanwhile, KiiiKiii has embraced a “Gen Z vibe,” incorporating nostalgic items such as pagers and karaoke scenes into their video content. Prior to making their official debut, this band managed to captivate younger followers through a playful theme centered around a jam factory, complete with an engaging, character-driven online platform and related merchandise.