LOONA (Hangul: 이달의 소녀), stylized as LOOΠΔ, is a South Korean girl group created by Blockberry Creative. The group was composed of 12 members and was divided into 3 sub-units, LOOΠΔ 1/3, ODD EYE CIRCLE and yyxy.
Basic Information
- Group Name: LOONA
- Debut Date: August 19, 2018 (But active since October 2016)
- Company: Blockberry Creative (Former)
- Number of members: 11 (Formerly 12)
- Members: Heejin, Hyunjin, Haseul, Vivi, Yeojin, Kim Lip, Jinsoul, Choerry, Yves, Go Won, and HyeJu.
- Former member: Chuu
- Fandom name: ORBIT
Official SNS channels of LOONA
- Website: loonatheworld.com
- Facebook: loonatheworld
- Instagram: @loonatheworld
- X (Twitter): @loonatheworld
- TikTok: @loonatheworld_official
- YouTube: loonatheworld
Group Name & Concept
Group Name’s Meaning
The name LOONA (Korean: 이달의 소녀) stems from the catchphrase “Every month, we meet a new girl.” It reflects the group’s unique pre-debut project, where one member was introduced each month, leading up to their full debut. The name captures the essence of unveiling a new girl each month.
Additionally, the Korean word 달 (dal), meaning moon, is embedded in the name, which ties into LOONA’s universe and concept that holds a deep connection to the moon.
The group’s official English name is LOOΠΔ or LOONA. The stylized version LOOΠΔ is a rearrangement of the Korean initials of 이달의 소녀 (ㅇㄷㅇㅅㄴ). It also plays on the English words luna and lunar, both of which relate to the moon and carry the meaning “goddess of the moon” or simply “moon.”
Their official Japanese name is 今月の少女, pronounced Kongetsu no Shoujo, which also translates to “Girl of the Month.”
Concept
LOONA possesses its own unique and intricate fictional universe known as the LOONAverse. Each member has her own individual storyline, and these personal narratives are first interconnected within their respective sub-units. Eventually, the stories of all sub-units converge to form the complete LOONAverse.
It is important to note that the LOONAverse is not divided into 12 separate universes; rather, it is the fusion of 12 individual worlds into one cohesive universe shared by the group.
The LOONAverse is expressed through music videos, teaser images, and album descriptions, with a strong emphasis on visual storytelling. This elaborate concept has gained significant popularity, particularly among international fans.
Due to its complexity and the way many elements tie into the overarching universe, a popular meme among fans is the phrase “Is this part of the LOONAverse too?,” often abbreviated in Korean as “이혹세?,” showcasing fans’ ongoing curiosity and speculation.
Pre-Debut Information
The member reveal project for LOONA was launched by BlockBerry Creative, a subsidiary of Polaris Entertainment. This unique debut project involved introducing one girl per month, releasing a single album for each, and forming sub-units once a certain number of members had been revealed. Eventually, the three sub-units would come together as a full group for official promotions.
Starting in October 2016, a new member was introduced each month, and over the course of approximately 22 months, each of the 12 members showcased her individual charm through project albums that included both songs and music videos. By March 2018, all members and their solo songs had been unveiled. In May, the final unit album was released along with a new type of stage performance, and the group officially debuted with the concert LOONAbirth on August 19.
Although there were discussions of a repackage album for the final unit in June, the debut process actually took 22 months—four months longer than the initially stated 18 months. The repackage of beauty&thebeat by the last unit, LOONA yyxy, remains unreleased. If it had been released, the group’s full debut might have taken place in September or October instead.
From the debut of the first member HeeJin in October 2016 to the debut of the final member Olivia Hye in March 2018, the process took 18 months. Although some materials, such as the introduction for HyunJin’s album, mention “18 months,” they refer to the member reveal period, not necessarily the time until full group debut—so this wasn’t entirely incorrect.
The total reported budget for this project was approximately 9.9 billion KRW (around $8.5 million USD). However, this was later believed to be somewhat exaggerated for publicity purposes. Producer Jung Byung-gi, who was involved in the early stages of LOONA’s production, even mentioned on his blog that he once bluffed about it being a “10 billion won project.”
The 12-member debut lineup was not decided from the start. Instead, each new member was selected through in-house auditions and test shoots among the trainees before being revealed.
While this system required strong individual skills and didn’t guarantee group success just because individual members were talented, it did allow each member to showcase her fundamentals and charm clearly from the start. As a result, members were able to gain individual attention and build stable recognition for the group.
In large groups like LOONA, where all 12 members debut simultaneously, there’s often an unintentional hierarchy based on visuals or skills, with only a few members receiving most of the attention. By revealing the members one by one, this system helped distribute attention more evenly. It also benefited the members by reducing competition and spotlight imbalance. That said, all the LOONA members were known for their exceptional talent and visuals.
The project’s success was evident even before the group’s official debut. LOONA entered the Billboard World Albums Chart, sold over 40,000 albums, and surpassed 100 million views on their official YouTube channel, establishing themselves as a powerful rookie group.
Career
The group gained attention even before their official debut thanks to an ambitious and unprecedented pre-debut project that spanned nearly two years. Beginning in October 2016, the project gradually introduced each of the group’s twelve members—HeeJin, HyunJin, HaSeul, YeoJin, ViVi, Kim Lip, JinSoul, Choerry, Yves, Chuu, Go Won, and HyeJu (formerly known as Olivia Hye)—through a series of monthly solo releases. Each member debuted with a solo song and accompanying music video, showcasing their unique musical style and personality.
This rollout was followed by the formation of three sub-units, each with its own distinct concept and sound:
- LOONA 1/3, consisting of HeeJin, HyunJin, HaSeul, and ViVi, focused on a classic, sentimental pop sound with dreamy aesthetics.
- LOONA Odd Eye Circle, featuring Kim Lip, JinSoul, and Choerry, presented a bolder, more electronic style and explored themes of self-awareness and alternate dimensions.
- LOONA yyxy, comprising Yves, Chuu, Go Won, and HyeJu, leaned into philosophical and emotionally complex themes of self-love, rebellion, and existentialism.
After nearly two years of buildup, LOONA officially debuted as a full twelve-member group on August 20, 2018, with their first extended play (EP) [+ +] (read as “plus plus”). The EP featured the pre-release single “Favorite” and the energetic title track “Hi High.” The project received strong domestic and international support, debuting at number 2 on the Gaon Album Chart and quickly cementing the group’s status as one of the most promising rookies of their generation.
In February 2019, LOONA released a repackaged version of the EP titled [X X] (read as “multiply multiply”), which included six new tracks, among them the critically acclaimed single “Butterfly.” The track gained particular recognition abroad for its empowering message and inclusive music video, which featured dancers of various ethnicities and backgrounds. The video went viral among international K-pop fans, helping LOONA break further into the global market.
LOONA continued to build momentum in 2020 with the release of their third EP [12:00] (read as “midnight”), featuring the lead single “Why Not?” The project marked a milestone for the group as it debuted on the Billboard 200, making them one of the few K-pop girl groups to achieve this feat. It also charted on several other Billboard charts, including World Albums, Top Current Albums, and Independent Albums, reflecting LOONA’s growing popularity in the United States and other international markets.
In 2021, LOONA returned with their fourth EP [&] (read as “and”), which included the dynamic lead single “PTT (Paint the Town).” This song embraced traditional South Asian musical influences and bold production, further showcasing the group’s versatility and willingness to experiment. The same year, they became ambassadors for Korean culture abroad, an honor given by the Ministry of Culture, Sports and Tourism, recognizing their role in spreading the Korean Wave (Hallyu).
Throughout their discography, LOONA has been known for exploring an elaborate fictional universe called the LOONAverse. This interconnected narrative weaves through music videos, teasers, and lyrics, linking each member’s story into a larger cosmic mythology. The complexity and depth of this lore have earned them a strong cult following, especially internationally, where fans enjoy theorizing and analyzing the group’s concepts.
Despite their artistic success, LOONA faced several internal challenges. In 2022 and 2023, legal disputes between members and their agency BlockBerry Creative escalated, leading several members to file lawsuits to suspend their exclusive contracts. Eventually, all members successfully terminated their contracts and signed with new agencies, including Modhaus and CTDENM, while continuing their individual and unit-based activities.
Following the dissolution of the original group under BlockBerry Creative, members have gone on to form new units such as ARTMS and Loossemble, continuing the spirit of LOONA through fresh creative projects. These units have debuted with new music, performed overseas, and maintained a steady presence in the entertainment industry, proving the enduring impact of the group.
Fandom
LOONA’s official fandom is known as Orbit.
From June 16 to July 6, 2018, LOONA held the recruitment for their first official fan club. On July 10, 2018, the fandom name “Orbit” (Korean: 오빛) was revealed.
Although the official meaning of the fandom name was not publicly explained, fans speculate that “Orbit” symbolizes the fans who help LOONA grow by creating an orbit or path around them.
When LOONA 1/3 was active, the fanbase was male-dominated. However, with the release of the Odd Eye Circle sub-unit, more female fans joined, and by the yyxy era, the fandom had become predominantly female.
At their debut concert LOONAbirth, the gender ratio of ticket buyers was roughly 3:7 (male:female). However, with the releases of Hi High (September 2018) and Butterfly (March 2019), male fan numbers began increasing again.
In particular, member Chuu’s frequent appearances on variety shows significantly attracted more male fans. As of August 2021, the fan gender ratio had balanced out to about 50:50.
Foreign fans—especially those from English-speaking countries—make up a significant portion of LOONA’s fandom. Among K-pop groups with global reach, LOONA is known for having a particularly strong and active Anglosphere fandom. On English-language social media platforms, LOONA often rivals or even surpasses more mainstream Korean groups in popularity.
In those communities, LOONA has become an iconic figure and is frequently used as a meme. There’s ongoing discussion about why LOONA, despite such strong international popularity, hasn’t achieved the same level of mainstream success in Korea.
Discography (Only include releases as a full group)
Remix album
- Not Friends Special Edition (2021)
EPs
- [+ +] (2018)
- [#] (2020)
- [12:00] (2020)
- [&] (2021)
- Flip That (2022)
Repackaged EP
- [× ×] (2019)
Japanese single albums
- 「HULA HOOP/ StarSeed〜カクセイ〜」 (2021)
- LUMINOUS (2022)
Controversies & Incidents
Group
Minor Car Accident While Traveling for Pre-Recording
On the afternoon of September 29, 2018, a representative from BlockBerry Creative stated, “This morning, while the members were on their way to the beauty salon for a pre-recording of MBC Show! Music Core, they were involved in a minor car accident.” The rep added, “It wasn’t a major incident, and it’s not something fans need to worry about,” and mentioned that an official statement was being prepared. Fortunately, no members were injured.
However, fans criticized the agency for its poor communication, as they didn’t inform the fandom directly. Instead, news of the accident was shared with the media around 5 p.m., long after the incident had occurred, leading fans to learn about it through articles. Due to the accident, LOONA participated in the pre-recording session that morning but did not appear on the live broadcast later that day.
On-Stage Accident During LOONAVERSE Concert
During LOONA’s LOONAVERSE concert on February 16–17, 2019, Yeojin tripped over Yves in the dark while preparing for “favOriTe,” accidentally stepping on her face. Yves suffered a nasal fracture, and Yeojin had bruises.
As a result, Yeojin sat out the choreography on the 16th, and both she and Yves limited their participation on the 17th. Yves performed simpler moves, while Yeojin sang while seated and skipped “favOriTe” entirely.
An article on February 18 confirmed their injuries, with the agency stating Yves could continue activities and Yeojin’s condition would be monitored. Both returned for M Countdown on the 21st. Later, LOONA’s A&R shared more details about the incident on Monotree’s YouTube channel.
Activity Crisis Due to Agency’s Financial Difficulties
On September 28, 2021, reports revealed serious internal financial issues at BlockBerry Creative, LOONA’s agency. The company had been experiencing financial difficulties for some time, failing to pay service fees to outsourcing companies for several months, delaying employee wages and expenses, and defaulting on taxes related to the national insurance system.
Hair, makeup, and stylist staff were reportedly laid off without warning. The members themselves had allegedly not received proper payments either. The financial state was so dire that it raised concerns about LOONA’s ability to continue future activities. Fans expressed deep concern, with some online communities even speculating about a potential disbandment.
On September 30, the choreographer who trained LOONA publicly demanded the agency pay outstanding fees.
Despite these issues, LOONA released the Not Friends album and their first Japanese single in September, announced the 2022 Season’s Greetings in November, and even held an offline fan signing event in December. These actions led to skepticism about the alleged financial troubles, with some speculating that the agency was exaggerating its situation for media manipulation.
As of December, it appeared the agency still hadn’t paid for hair and makeup services. A makeup artist who had worked with BlockBerry since 2016 claimed she hadn’t been paid in a year. She reportedly brought up the idea of legal documentation after growing uneasy with verbal promises, only to be met with disappointment from the agency. As the certification date approached, the agency delayed it again. Based on an Instagram post by a hair staff member, it’s believed the agency attempted to silence the makeup artist by threatening her with defamation.
Member
Hyunjin: False School Violence Accusation
On February 22, 2021, a post accusing Hyunjin of school violence was uploaded to Nate Pann. The content described extremely serious acts of violence, and due to the heightened sensitivity around such issues at the time, the post quickly gained widespread attention.
However, in the early hours of February 23, around 1 a.m., a rebuttal post was uploaded to Nate Pann. The writer argued that the incident was a mutual conflict, not one-sided as initially claimed. They added that the original accuser had actually bullied them during school, and that Hyunjin had always supported them. Soon after, the original accusation post was deleted, raising strong suspicions that it had been fabricated.
Eventually, at 1:12 a.m. on February 23, the original poster uploaded an apology, admitting the accusations were false. The incident mirrored similar cases, like MOMOLAND’s JooE, where an innocent person was wrongly accused due to a fabricated story by someone pretending to be a victim.
Yeojin: Collapse During Overseas Performance
On August 30, 2022, during a North American tour concert in Mexico City, Yeojin collapsed on stage. Fortunately, on-site medical staff promptly administered emergency care, and she was able to recover. The cause was reported to be a sudden breathing issue, which can commonly occur in high-altitude regions. Mexico City, situated at an altitude of approximately 2,240 meters, is known for its high elevation.
Chuu
- ISAC Staff Grabs Chuu’s Hair: During the 2019 Lunar New Year recording of MBC’s Idol Star Athletics Championships, a staff member was caught pulling Chuu’s hair to get her attention for an interview. The incident went viral, sparking fan outrage and trending online. ISAC issued a poorly written apology from a personal account, followed by a formal statement confirming the staff member had apologized to Chuu. It was later clarified that the staff involved was from the broadcast team, not her agency.
- False School Bullying Allegations: In February 2021, a netizen accused Chuu of school bullying, but the claims were later proven false. Her agency strongly denied the rumors, announced legal action, and received public apologies from those who spread the false information. Despite the retractions, BlockBerry Creative confirmed it would proceed with defamation lawsuits.
- Critism on “Chuu Can Do It”: In an episode of “Chuu Can Do It”, Chuu had a conversation with a man, who claimed to be a fan of Chuu. However, when the fans mentioned his hardship, Chuu kept talking about her own challenges, leading to criticisms that Chuu should have just listened to the fan instead of talking like she had it worse than him.
Dispute with Agency and Activities Post-disputes
On November 2022, member Chuu was announced to have been removed from LOONA due to alleged “power abuse”. However, some staff members and people in the industry stood in her defense. Fans also express disbelief about the agency’s accusation, and thus organize a boycott and petition for the court.
Following Chuu’s departure, it was reported that 9 out of the 11 remaining members of LOONA, excluding Hyunjin and ViVi, had filed a lawsuit against Blockberry Creative for contract termination. By January 2023, Jinsoul, Kim Lip, Heejin, and Choerry won the cast and have their contracts injuncted, while the remaining 5 lost.
In February of the same year, Hyunjin and ViVi sued to terminate their contracts, following by the two’s win in May. Meanwhile, the remaining members – Haseul, Yeojin, Yves, Go Won, and Olivia Hye appealed their case and eventually had their contracts injuncted in June.
This means that all LOONA members ended up winning their case against Blockberry Creative.
With no members left in Blockberry Creative, LOONA is currently inactive as a group, but not disbanded. In fact, all members have since re-debuted.
Particularly, Chuu and Yves have been active as solo artists, while Heejin, Haseul, Kim Lip, Jinsoul, and Choerry have signed with MODHAUS and formed ARTMS.
Meanwhile, Hyunjin, Yeojin, ViVi, Go Won, and Hyeju (formerly Olivia Hye) have been releasing new songs as Loossemble.
