Why Are K-Pop Girl Groups Embracing Strange Concepts? Fans React to the Shift in Style
K-pop fans are raising eyebrows as more and more 4th-gen girl groups adopt increasingly unconventional and chaotic concepts—a stark contrast from the polished, catchy charm that once defined the genre.
On forums and social media, fans have jokingly (and seriously) questioned, “Why do so many girl groups have weird concepts these days?” From sudden beat drops and intense choreo to music videos that feel chaotic or even disorienting, it’s leaving longtime listeners puzzled. “They go ta-ta-ta and suddenly it’s like Pikachu got hit with a million volts,” one fan remarked, referencing the abrupt shifts in some groups’ recent song structures and visuals.
Recent comebacks from groups like ILLIT and (G)I-DLE have added fuel to the discussion. Fans cited Soyeon x Zion.T’s collaboration and styling as head-scratching, with lyrics that felt “off” and visuals that seemed overly experimental. ILLIT’s music video direction also drew mixed reactions, with many questioning its artistic intent.
Some fans speculate the trend stems from pressure to avoid accusations of copying.
- If a group opts for long straight hair and minimal styling, they’re said to be copying NewJeans.
- Go for a metallic or cyberpunk vibe? That’s considered too close to aespa.
- Group-wide platinum blonde? It evokes (G)I-DLE.
- Use deep wine-red color palettes? That screams Red Velvet.
In this hyper-saturated industry, such overlaps may be unavoidable—but the result, fans say, is a wave of concepts that feel increasingly random or “try-hard”. Many listeners express nostalgia for a time when girl group music was more melodic and accessible. “I’m getting tired of easy-listening songs, but that doesn’t mean I like these strange ones either… I just want to listen to stuff like Lovelyz, Oh My Girl, Apink, or even ‘Mr. Chu’.”
The comments under this post quickly pushed back:
- Before, people said everyone was copying NewJeans, saying it’s all easy listening and similar, but now they’re even criticizing when someone does something different and stands out. The industry only grows when there’s diversity.
- Isn’t it good to have various styles instead of everything being the same? I genuinely don’t get it—doesn’t even seem that weird to me.
- MEOVV and the (G)I-DLE are fine, right? Even if ILLIT’s latest one is a bit surprising, the members are pretty and they release good songs, so I don’t think they’re bad at all.
- People complain no matter what.
- I like (G)I-DLE, MEOVV, and ILLIT. I have a good impression of all three groups.
As K-pop continues to evolve, fans are hoping for a middle ground—fresh but not forced, unique but not alienating. While pushing creative boundaries is key to staying relevant, authenticity and coherence remain what fans connect with most.
