The first half of 2025 has revealed a sobering trend for K-pop girl groups: chart dominance is slipping. Despite high-profile comebacks and rebranding efforts, acts like (G)I-DLE, ILLIT, and LE SSERAFIM failed to make lasting impressions on Korea’s major music charts.
A Steep Fall from Grace
Even rookies backed by big agencies and once-promising names from the 2022–2023 “girl group renaissance” have struggled to stay relevant. Only aespa and IVE managed to maintain visibility, with IVE’s Rebel Heart or aespa’s Whiplash released last October still holding strong in the top 10.
But beyond these two powerhouses, the field looks barrenAccording to data from the Korea Music Content Association, which tracks streaming across platforms like Melon, Genie, and Bugs, just four girl groups cracked the weekly top 10 between January and June 21. This is a steep decline from 2023, when the likes of NewJeans, LE SSERAFIM, aespa, IVE, i-dle, STAYC, and FIFTY FIFTY regularly competed for top rankings.
ALLDAY PROJECT and the Rise of the Unconventional
On June 30, rookie co-ed group ALLDAY PROJECT topped Melon’s daily chart with their debut track Famous. This is especially notable on Melon’s “concrete chart,” known for its difficulty and resistance to change. The milestone symbolizes a major shift in audience preference from traditional girl group dominance to co-ed groups, soloists, and other genre-bending acts.
Other rising names like BABYMONSTER and NMIXX managed brief appearances, but failed to sustain momentum. LE SSERAFIM’s Hot and BabyMonster’s SHEESH peaked at No. 9 and No. 10, respectively, but dropped off the charts shortly thereafter. Even promising new acts from mid-sized agencies such as Hearts2Hearts, KiiiKiii saw little success despite high production values and strategic launches.
Album sales reflected similar stagnation. While i-dle’s Good Thing edged up slightly to 1.06 million first-week sales (a 30,000-copy increase), IVE’s Attitude dropped by a whopping 260,000 units from their previous record. LE SSERAFIM’s latest, Crazy, marked the sharpest decline, falling to 670,000 from over 970,000.
Industry Conflicts and Cultural Shifts
Experts cite multiple reasons for this decline. Political fatigue in Korea and the very public HYBE-ADOR feud have tarnished some groups’ reputations. Fans have grown weary, especially of the tension surrounding acts like ILLIT and LE SSERAFIM.
Beyond internal drama, entertainment consumption habits are evolving. According to cultural critic Lim Hee-yoon, the rise of OTT platforms, sports content, and short-form videos has redirected public attention. “Music is now consumed in 15-second bursts,” he explained, adding that soloists and bands who suit casual streaming habits are gaining traction while K-pop groups lag behind.
Just two years ago, girl groups filled half the top 10. In 2023, NewJeans, STAYC, FIFTY FIFTY, aespa, and others were fiercely competing. Today, that energy has cooled. As we enter the second half of 2025, K-pop’s girl groups face a pivotal crossroads. If they want to reclaim the spotlight, they must adapt to the new digital era—or risk being overshadowed by the very genre they helped define.
Forum Reactions
Many fans and netizens pushing back against what they see as an oversimplified and biased narrative:
- Does everything have to be called a viral now?;; I get that fans are sensitive when their group is mentioned, but from a general public perspective, the article is relatable… It’s true that overall interest in girl groups has waned or people are tired of the oversaturation. But that’s natural—trends have cycles.
- I was a fan for four years but left because of a scandal. I didn’t even leave during dating rumors, lol. I don’t even want to give them views now, so I stay away completely. I just want to support hardworking rookie girl groups. I’m on a break from stanning.
- To begin with, aside from IVE, aespa, and NewJeans, there weren’t many girl groups strong on digital charts. ILLIT and LE SSERAFIM were more short-lived. But even just in the first half of this year, a lot of rookie girl groups have stood out, and the mid-tier fandoms with solid cores are growing stronger… Is this whole article just an ALLDAY PROJECT viral push?
- I miss NewJeans ㅠ
- There’s this perception that girl groups dominate charts, so people think they don’t need fan support. But in reality, they deal with sexual harassment, malicious comments, and have to wear revealing clothes all year round. Despite this, they get harsher evaluations—and even reporters are harsher.
- So just because ALLDAY PROJECT hit No. 1 on daily charts, now we’re dragging all girl groups? “Where did all the girl groups go” — seriously? There are over ten girl groups mentioned in the article alone. This is ridiculous.
As debates over media framing, chart performance, and shifting fan dynamics continue, it’s clear that the conversation around girl groups is far more complex than a single headline can capture.
