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Successful Debut & Flourishing Career
Back in 2019, before HYBE became prominent, the K-pop industry was shaped by BIG3 including JYP, YG, and SM.
JYP was already spewing success thanks to Twice, a group that debuted four years prior, but now fans, especially those of the younger generation, wanted something different – particularly fast-paced rhythms and catchy beats.
As a result, on February 12, 2019, ITZY debuted as juniors of popular girl groups such as Twice, Miss A, and Wonder Girls.
They won their first music award during M Countdown on February 1, 2019, followed by eight consecutive wins. People loved the new girl group right away: Their music was catchy, the choreography was powerful, the concept was all about girl power, and the members were super talented.
ITZY’s debut title “Dalla Dalla” did great on the charts in Korea and even hit number two on Billboard’s World Digital Song Sales chart in the US. Not surprising, all eyes were on ITZY.
In March 2020, ITZY made a significant impact with their song “Wannabe,” which became an anthem of individuality and self-confidence. The iconic shoulder dance performed by Ryujin went viral, and the song’s empowering message resonated with fans worldwide. “Wannabe” solidified ITZY’s position in the K-pop industry, showing that they could innovate while maintaining their core themes of self-love and empowerment.
Eventual Decline
Things took a bit of a turn when ITZY released “Mafia in the Morning” and “Loco.” The song’s theme centered around the popular party game “Mafia” and was met with skepticism and even ridicule. Listeners criticized the track for its perceived lack of authenticity, with many commenting that it felt forced and unnatural for the group.
In the end, critics and listeners alike noted a perceived drop in music quality following ITZY’s initial successful releases. The move toward a more commercial and simplistic sound was met with disappointment by those who had appreciated the innovative and detailed production of their debut era.
The real trouble started with the release of “Sneakers.” The song didn’t chart well with fans, peaking at number 70 on Genie, number 8 on Bugs, and number 530 on Vibe. These numbers were at an all-time low for a group that once led the fourth generation of K-pop. People even started calling ITZY a “flop” group, which was an extremely harsh word to use, considering how great the girl group was at the start.
However, between their starting highs and recent downward patterns, there was something that got overlooked by everyone—ITZY was being destroyed from the inside, right in front of our eyes.
What leads to the downfall of ITZY?
Poor management
The first big problem was their management, or the lack thereof, which upset fans so badly that they even sent protest trucks to JYP’s office.
To explain, JYP’s treatment of ITZY is questionable. Division 2, the JYP subsidiary managing ITZY, just didn’t seem to care about the group. They promoted the girl group less frequently compared to other groups, and when they did, it was done poorly.
For example, Division 2 released trailers for ITZY’s comeback on YouTube and Twitter, but nowhere else. They didn’t even post it properly on Instagram, just in stories. It felt like the division simply didn’t want people to know about ITZY’s new content.
Then, there was the lack of creative content. Other JYP groups like Stray Kids and Twice had cool projects and videos where they showed off their talents, but ITZY mostly had behind-the-scenes videos that didn’t get a lot of views.
All of this was a major letdown because ITZY was super talented and could do so much more if they were given the chance. The members didn’t even have solo Instagram accounts, which was pretty standard for big K-pop groups at the time.
On top of that, It seemed like JYP was still chasing the American dream, trying to push ITZY into the U.S. market just a year after their debut despite releasing so few tracks. Many questioned whether JYP was rushing ITZY’s career without building a solid foundation first.
Fans were especially mad about how ITZY’s comebacks were handled. For example, the teaser for their “Checkmate” comeback promised a mature concept, but the lead single “Sneakers” felt too cutesy and out of place, disappointing fans who felt misled. The company’s scheduling decisions also came into question, as they released comebacks with overlapping schedules among their groups, such as Nmix and Twice, creating internal competition for ITZY.
Even worse, ITZY didn’t get to participate in creating their music. They’ve mentioned they want to write and produce their own songs, but the company doesn’t let them. When they do help with lyrics, they don’t get credited.
Controversies
Moreover, there were also personal controversies, such as a bullying accusation against member Lia in February 2021. At the time, a victim claimed Lia had bullied her in school, including financial abuse and emotional torment.
Although JYP denied the allegations and sued the accuser for defamation, the subsequent police investigation concluded there wasn’t enough evidence to support the claims. Despite an investigation that eventually cleared Lia of wrongdoing, the damage to her reputation, and by extension ITZY’s, had already been done. The public’s perception of Lia took a sharp downturn, with many refusing to accept the result of the investigation, even after she was officially cleared.
Another incident involved Yuna during KCON 2023. She was verbally abused by a fan who impatiently urged her to hurry up, sparking a heated debate about fan entitlement and respect. This disrespectful comment, captured on video, went viral at KCON LA 2023.
Another viral moment showed Yuna avoiding interactions with male idols, leading to speculation about her reasons. Fans speculated this behavior might stem from past traumas, such as the rumored love triangle involving TXT’s Huening Kai and IZ*ONE’s Wonyoung during her rookie days.
Lia has also faced harsh criticism for her dancing skills, particularly being labeled a lazy dancer. The controversy began in October 2019 when M2 shared a relay dance video of ITZY performing “Dalla Dalla” at the 2019 KCON Thailand. Fans noticed that Lia’s moves lacked the energy and flair exhibited by her fellow members, leading to online criticism.
This sentiment resurfaced in March 2020 after ITZY’s “Wannabe” performance on Idol Radio, where netizens again pointed out Leah’s perceived lack of effort, noting mistakes in specific dance moves. Some fans believe Lia needs more practice to match her group’s performance level, while others defend her, arguing that the criticisms are overly nitpicky and that she is doing her best.
As if this wasn’t enough, ITZY faced another setback in September 2023 when Lia announced her hiatus due to anxiety. JYP Entertainment stated that she would be focusing on treatment for her anxiety disorder and confirmed that Lia would not participate in the group’s new album or the world tour scheduled for January 2024. This change in group composition strained ITZY’s public image further.
New Competitors
Meanwhile, the K-pop landscape was rapidly evolving beneath their feet. New groups were emerging, each with their own unique appeal, ready to challenge ITZY’s position at the top. Groups like aespa, IVE, and New Jeans burst onto the scene quickly, capturing the attention of fans and critics alike with their fresh concepts and innovative music.
aespa, despite debuting almost two years after ITZY, made waves with their virtual avatar concept and futuristic sound. In a surprising turn of events, aespa’s album “Girls” surpassed ITZY’s records on the Billboard 200 chart, signaling a change in the fourth generation of K-pop.
Perhaps the most unexpected challenge came from NewJeans. This group’s debut was a phenomenon, producing not one but three consecutive hit songs. Their impact was so significant that they became the longest-running K-pop group with a perfect all-kill certified song, which left industry insiders and fans to change their minds about Min Hee Jin.
Conclusion
Despite these challenges, ITZY’s dedicated fanbase remained strong. Their mini-album “Kill My Doubt” sold over 823,000 copies in its first week, showcasing a level of fan loyalty typically associated with popular boy groups. However, their recent releases have been met with mixed reactions, leading some to wonder whether ITZY’s struggles are due to bad luck or poor management by JYP Entertainment.
In the end, ITZY’s journey proves that even the brightest stars can fade if not properly managed. Will ITZY rise again and reclaim their place at the top? We’ll have to wait and see as we follow their future releases.
