Billboard Korea
As Korea’s most popular virtual idol group, PLAVE is sometimes misunderstood as an AI-generated illusion. But the artists behind the animated band members are real, as are the videographers, engineers, graphic designers, animators and retouchers who bring their imagery to life.For the latest edition of Billboard Artist, Billboard Korea spoke to the characters who power PLAVE. Here are highlights from the conversation.
This edition is built around five key elements—earth, fire, water, air and a fifth: the “digital universe,” which represents PLAVE’s origin story. If you had to define one final element that completes the world, what would it be?
Yejun: For me, it’s truth—and being real, always. When you put your real feelings out there, people can feel that. Doesn’t matter where you are or who’s watching—genuine energy just hits different.
Noah: Happiness, 100%. I feel like almost everything we do in life—whether it’s grabbing food, texting a friend, even just taking a nap—is basically us chasing happiness in some form. That’s honestly why I do PLAVE, too. It makes me happy, and I get to run after this wild, exciting dream with the members.
Bamby: Emotion—for real, it’s everything. Like, I don’t think we even start doing anything without some kind of feeling behind it. Even when I’m like, “Okay, time to sing,” there’s always a reason—someone I’m thinking of, some mood I’m in. It’s all driven by emotion. No spark, no move. That’s just how I run.
Eunho: Analog. If PLAVE started in a digital universe, I think the heart of our story still has to feel human. The more high-tech the world gets, the more I feel like people crave something soft, something real. There’s this quiet nostalgia for the imperfect stuff—the human side of things. Maybe that’s why what we do connects. It’s not just the tech. It’s the feeling behind it. So yeah, if I had to name the final element, I’d call it analog warmth.
Hamin: Faith. I feel like everything starts from that. It’s because we believed that PLAVE could exist, and it’s that same belief that lets us love each other—and be loved back.
Like the idea of a flower pushing through tough soil, what’s something meaningful you’ve grown from a hard time?
Bamby: I’m really into growing plants. There’s just something magical about watching life sprout from plain old dirt—seeing it grow, bear fruit, and then return to the soil. That whole cycle is so beautiful to me. It made me realize nature is all about giving and receiving, in this constant loop. And I’m part of that too, right? I think I’m growing a little every day—like a tree, like a flower. I don’t think we’re meant to bloom just one flower or grow one fruit in our whole life. It’s more like—we keep blooming whatever fits that moment. One season, one vibe, one version of ourselves at a time. Performing as PLAVE? That’s one of my flowers. Doing this interview? Another one. It’s not about having a single perfect blossom—it’s about living in a way where you’re always trying to bloom something real. That’s the part I care about most.
Water seems soft, but it’s one of the strongest forces in nature. It cuts through diamonds with speed, shapes stone with patience, and sometimes, all it takes is one tear to move a heart. What’s a quiet strength you carry that people might not see at first—but feel over time?
Yejun: I think I’m like the ocean—quiet, steady, but ready to hold whatever comes my way. I want to be that kind of space for the members, and for PLLIs too. Like a winter sea—calm and still, the kind you can sit beside when you just need to breathe. And like a summer sea—cool, open, and full of light when you’re in a good place. That’s the kind of strength I believe in. Not loud, not flashy—just… always there. If I can be someone you lean on without saying a word, someone who gives you peace just by being around—that, to me, is real power.
Silver hair, red eyes and fire all feel timeless—almost immortal. But they also carry a certain quiet, a sense of solitude, like midnight. Do you see yourself as someone who stands apart? And when you feel that distance, do you lean into it—or try to break through it?
Eunho: I think I do find comfort in solitude. When I’m alone, I get to slow down and think—about where I’m going, how I want to grow. If I’m in a good mood, I’ll quietly celebrate by myself. And if I’m not, I’ll sit with that too, try to unpack it. But I’ve also learned that staying in that space too long isn’t always healthy. It’s easy to sink into it without noticing. That’s why I try to face those feelings—and then step out of them. I think that’s where growth really happens. So yeah, I like being alone. But I never want to get stuck there.
In ancient alchemy, gold wasn’t just treasure—it was the fifth element, the last piece of a perfect world. These days, it’s still the ultimate symbol of excellence. So tell us: are you quietly working your way toward being PLAVE’s golden member? (And no, we’re not just talking about the hair, lol.)
Noah: Wait—are you calling me the golden member? That’s wild. Thank you, seriously. Honestly, I think all of us in PLAVE are kind of wired to chase perfection in our own way. But yeah, since I’m one of the older ones along with Yejun, I do feel that extra layer of responsibility. I’m always thinking like, “How can we level up as a team?” “What’s the next version of PLAVE the world hasn’t seen yet?” If we were a car, I’d probably be the one with both hands on the wheel, eyes on the road. Just trying to steer us forward—safe, strong, and headed somewhere amazing.
In today’s digital world, there’s a growing craving for something real—for that human touch. More and more people feel the need to know what’s real. How do you handle that kind of pressure, and how do you stay grounded in your own truth?
Hamin: Honestly, I don’t really see the point in drawing a hard line between what’s “real” and what’s “virtual.” I think everyone’s just living in the version of reality that feels real to them. And for me? Virtual is real. People are free to see it however they want—I don’t feel the need to push back or prove anything. What actually matters is: can we still connect? Can we understand each other, share something real, even in a digital space? That’s the kind of reality I believe in.
The theme of this edition, QUINTESSENCE, is all about the five elements coming together to represent purity, essence, and ultimate quality. If you had to define the “essence” of each of your fellow members in one word or phrase, what would it be?
Yejun:
Hamin – Maturity. He may be the youngest, but he’s often the most grown-up of us all.
Eunho – Purity. When he’s working on music, you can feel how purely he loves what he does.
Bamby – Nature. He’s probably the most effortlessly natural person I’ve ever met.
Noah – Charm. There’s just something about him—you can’t dislike him. It’s a superpower.
Noah:
Yejun – The blueprint. Total husband material. No notes.
Bamby – Wild card. He’s our 4D king—you never know what’s coming next.
Eunho – Puppy. It just fits, okay?
Hamin – Black cat. And yep, I mean that exactly how it sounds.
Bamby:
Yejun – Soft blue. He’s solid as a leader and sees every little detail in the team.
Noah – Honesty. He’s always showing his true self, to everyone.
Eunho – Fiery red. He brings that bold, energetic passion to PLAVE.
Hamin – Leafy green. Like a strong tree, he quietly keeps the team balanced.
Eunho:
Yejun – The Center. To me, Yejun hyung is the gravitational core of PLAVE. He holds us all together, not just as a leader but as a person. What makes him special is the way he balances warmth with sharp clarity. I’d say he’s 60% cool-headed, 40% soft-hearted.
Noah – The Seasoning. He’s like that one pinch of spice that takes everything from “okay” to “oh dang.” His voice? Total flavor boost. We’ll be working on a track, and the second he hops in—boom, it all makes sense. And on air? He’s the one dropping those chaotic one-liners that make us lose it. What gets me is how he flips between genius-level precision and total goofball energy. You never really know which version you’re getting—and that’s exactly what makes him fun.
Bamby – The Sour Peach. Bamby’s like a tangy peach—sweet, zingy, full of character, and always keeping you guessing. I’ve known him for a while now, and just when I think I’ve got him figured out, he shows me a new side. He lives like he’s the main character in a movie. “Sour peach” might sound funny, but it fits him perfectly.
Hamin – The Bassline. And I mean that literally and emotionally. He plays bass, sure—but more than that, he is the base of PLAVE. He holds us together, gives the group shape. He’s the youngest, but he’s the one checking in on everyone, keeping the vibe grounded whether we’re on or off stage. Quiet, steady, solid—that’s Hamin.
Hamin:
Yejun – Selflessness. He leads by example and always puts others first.
Noah – Sensitivity & humanity. He’s observant, thoughtful, and always there with the right words.
Bamby – Approachability. He vibes with everyone and makes people feel seen. He knows when to lean in and when to lean on.
Eunho – Warmth & light. He lifts me up with compliments and always knows how to make me laugh.
Image Credit: Billboard Korea + VLAST
Yejun: I think I’m like the ocean—quiet, steady, but ready to hold whatever comes my way. If I can be someone you lean on without saying a word, someone who gives you peace just by being around—that, to me, is real power.
Image Credit: Billboard Korea + VLAST
Noah: Since I’m one of the older ones along with Yejun, I feel that extra layer of responsibility. I’m always thinking like, “How can we level up as a team? What’s the next version of PLAVE the world hasn’t seen yet?” If we were a car, I’d probably be the one with both hands on the wheel, eyes on the road. Just trying to steer us forward—safe, strong, and headed somewhere amazing.
Image Credit: Billboard Korea + VLAST
Bamby: I’m really into growing plants. There’s just something magical about watching life sprout from plain old dirt—seeing it grow, bear fruit, and then return to the soil. That whole cycle is so beautiful to me. It made me realize nature is all about giving and receiving, in this constant loop. And I’m part of that too, right? I think I’m growing a little every day—like a tree, like a flower. I don’t think we’re meant to bloom just one flower or grow one fruit in our whole life. It’s more like—we keep blooming whatever fits that moment.
Image Credit: Billboard Korea + VLAST
Hamin: Honestly, I don’t really see the point in drawing a hard line between what’s “real” and what’s “virtual.” I think everyone’s just living in the version of reality that feels real to them. And for me? Virtual is real. People are free to see it however they want—I don’t feel the need to push back or prove anything. What actually matters is: can we still connect? Can we understand each other, share something real, even in a digital space? That’s the kind of reality I believe in.
Image Credit: Billboard Korea + VLAST
Eunho: I think I do find comfort in solitude. When I’m alone, I get to slow down and think—about where I’m going, how I want to grow. If I’m in a good mood, I’ll quietly celebrate by myself. And if I’m not, I’ll sit with that too, try to unpack it. But I’ve also learned that staying in that space too long isn’t always healthy. It’s easy to sink into it without noticing. That’s why I try to face those feelings—and then step out of them. I think that’s where growth really happens. So yeah, I like being alone. But I never want to get stuck there.
Image Credit: Billboard Korea + VLAST
From left: Eunho, Yejun, Noah, Bamby and Hamin of PLAVE.
Dragon Pony is a four-member Korean rock band bringing fresh energy and musical depth to the scene. Signed under Antenna, they debuted on September 26, 2024, with the EP POP UP, delivering raw emotion and a genre-blending sound. Their name comes from the members’ zodiac signs — leader An Tae-gyu is a Dragon, while the others were born in the Year of the Horse — symbolizing strength, balance and unity. Each member actively contributes to songwriting and production, creating music rooted in honest storytelling and rock’s dynamic edge.With their debut EP’s title track, they announced themselves with an anthem of self-expression and bold ambition. Since then, they’ve played major stages like the Busan International Rock Festival, launched a nationwide club tour, and even sold out a show in Taipei. Their latest EP, Not Out (March 2025), signals further growth and ambition, as the band sets its sights on global stages and future collaborations.
Dragon Pony is not just a band to watch; they’re a force redefining what modern Korean rock can be.
Please introduce Dragon Pony. What kind of team are you, and what kind of music do you pursue?
An Tae Gyu: Hello, we are Dragon Pony. The music we make is all about sharing candid stories and emotions, built on band sounds and loaded with raw, passionate energy. We’re not stuck to any one single format or genre — we just want to make good music that feels right to us.
What’s the meaning behind the name “Dragon Pony”?
Pyun Sung Hyun: In Korea, your zodiac sign is determined by the year you were born. An Tae Gyu was born in 2000, so he’s a Dragon. The rest of us — Kwon Se Hyuk, Ko Gang Hun and I — were born in 2002, the year of the Horse. That’s how we came up with the name “Dragon Pony.” Dragons and horses are both strong, powerful creatures, and we thought that the energy fit perfectly with the rock sound we’re going for.
How did the members meet and form the team?
Kwon Se Hyuk: Pyun Sung Hyun, Ko Gang Hun and I went to the same high school. Ko Gang Hun and I passed Antenna’s audition together, but I had no idea that Pyun Sung Hyun had auditioned too. A few months later, when I heard a new trainee was joining us, I was shocked to find out it was him. Eventually, An Tae Gyu came onboard. As our leader, he’s done an amazing job bringing us together, and that’s how the four of us formed Dragon Pony.
What message did you want to convey through your debut album or title track?
Ko Gang Hun: The title of our debut album and lead single POP UP reflects our sudden entrance into the music scene as well as our drive to make ourselves known. Since it’s our first release, it sends a clear message: “Let’s show the world the kind of music we do best.” If you listen to the entire album, you’ll get a good sense of the sound Dragon Pony is bringing to the table.
How did it feel to be onstage for the first time?
An Tae Gyu: We played our first show at Club FF in Hongdae, Seoul. I was super nervous since the crowd was way bigger than we expected. There was this mix of anxiety and excitement as we waited to see how the audience would react to our music
What do you think is Dragon Pony’s unique musical color?
Pyun Sung Hyun: Dragon Pony is a band where all four of us take part in writing, composing, arranging and producing, which lets us explore a wide range of musical styles — and that’s definitely one of our biggest strengths. We’re all huge fans of ’70s and ’80s hard rock, and that influence runs deep in the sound we create. If you listen to “To. Nosy Boy” and “Waste” from our latest EP Not Out, you’ll quickly understand what makes our music unique.
What is the most important element for you when working on music?
An Tae Gyu: For me, the melody and lyrics are the most important. As a vocalist, I’m the one delivering the song directly to the audience, so I naturally focus on those two elements.
Pyun Sung Hyun: I think music should leave a lasting impression — and for me, it’s usually the melody that stays with me. That’s why I try to write melodies that really linger in your ears.
Kwon Se Hyuk: The melody and lyrics are the backbone of any song. You can change the chords and shift the vibe, but changing the melody or lyrics transforms the whole song. So when I start working on a track, I always begin with those two elements before building everything else around them.
Ko Gang Hun: I prioritize sound above everything. When I listen to music, the first thing that hits me is the texture of the sound. So when I’m writing, I focus on crafting fresh, distinctive sounds that grab your attention right away.
What aspects of stage performance do you pay special attention to?
Ko Gang Hun: Since performances happen live, right in front of the audience, I think their reactions and energy matter the most. That’s why we put a lot of thought into the overall flow, the performance itself, and how we deliver the message — so the audience can really enjoy the show and connect with us.
Are there any genres or concepts you’d like to try in the future?
An Tae Gyu: As a newly debuted band, each of us has different genres and concepts we’d love to explore. But for now, we’re focused on sharing music that really shows our unique color to the public. We’re also interested in incorporating classical instruments into our band sound and creating something fresh, fun, and different to listen to.
Do you have an official fandom name? If so, what does it mean?
Pyun Sung Hyun: We recently decided on the name of Dragon Pony’s fan club — it’s called Poyong. The name combines the “Po” from Pony and “Yong,” which is the Korean word for Dragon, symbolizing the bond between us and our fans, where we support and embrace each other. In English, it’s written as “For Young,” which also reflects the idea of sharing the passionate moments of youth that the four of us in Dragon Pony hope to bring to our fans.
How did you feel when you met your fans for the first time?
Kwon Se Hyuk: When I first met our fans, it just felt surreal. We had a club show before our debut, and the fact that people came to enjoy our music even though we hadn’t yet officially debuted was so surprising and we were all really grateful. It’s a moment I’ll never forget.
Is there a comment from a fan that stuck with you?
Ko Gang Hun: Before our debut, a fan said, “See you next time,” and I thought it was just a polite goodbye. I didn’t expect them to actually see us again. But when they did, it was incredibly touching and unforgettable. More recently, someone said, “Seeing Dragon Pony gave me a dream,” and that really stuck with me. It reminded me of why we need to keep pushing forward.
Any memorable episodes from social media or fan sign events?
An Tae Gyu: We’ve only just started doing a few fan signing events, so everything still feels new and a little awkward. At a recent one, we did a live acoustic performance with our songs and some covers — something we don’t usually get to do. The fans really enjoyed it, and since it was our first time performing live at a fan signing, it was a fun and memorable experience for all of us.
What are some goals Dragon Pony hopes to achieve in the future?
Pyun Sung Hyun: The bigger the goal, the better—and we’ve got a few big ones. First, we want to make it onto the Billboard Hot 100 Chart. We also hope to perform for fans in more countries, so going on a world tour is definitely on our list. One day, we’d love to headline major festivals like Glastonbury and Coachella. Now that I say it all out loud, we’ve got a lot of dreams — which just means we’ll have to work much harder to make them happen.
Is there a dream stage you’d like to perform on?
Kwon Se Hyuk: Like Pyun Sung Hyun said, we’d love to perform at Glastonbury, Coachella and even the Super Bowl halftime show one day. In the end, our dream is to headline every festival that invites us!
If you could collaborate with any artist, who would it be?
Ko Gang Hun: Recently, Coldplay came to Korea for some concerts, and watching them perform was just incredible. I really admire how they’ve stayed together and kept making music for so long. If we ever had the chance to collaborate with Coldplay, it would be a dream come true.
Where do you see Dragon Pony in five years?
An Tae Gyu: Since we’ve only just debuted, we feel still young and inexperienced, and we have a lot to learn. But five years from now, I think we’ll be more mature and confident in ourselves. If we keep working hard, we’ll be performing at bigger venues and maybe even going on a world tour. We’re curious and excited to see how far Dragon Pony will have come by then. Please keep supporting our music until then!
If you had to describe Dragon Pony in three words, what would they be?
Pyun Sung Hyun: I’d like to express Dragon Pony through the three elements of music — rhythm, melody, and harmony. They’re the most basic yet essential components, and just as these three come together to create music, the four of us come together as one to make the kind of music we love and do best. That’s why I think these elements best represent Dragon Pony.
Are there any inside jokes or phrases trending among the members these days?
Kwon Se Hyuk: Among the members, we often say, “That’s kinda true.” It’s a meme that’s been trending among Korea’s MZ generation.
An Tae Gyu
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m An Tae Gyu, the vocalist and leader.
What do you consider your personal strengths? I think my strength is the bright, positive energy I bring. Whenever we perform, I genuinely enjoy being on stage and I think that energy naturally gets passed on to the audience. That’s something I’m proud of.
What was the most difficult moment before debut, and how did you overcome it? I developed vocal cord nodules during my trainee days. Back then, I hadn’t debuted yet, and I didn’t really know how to use my voice properly or take care of it—I just pushed myself too hard during practice. I struggled with it for a long time, so I kept going to the hospital and worked on useful techniques to sing without straining my voice. That experience taught me how crucial it is for vocalists to manage their condition, especially vocal health. Even now, I make it a top priority.
If you were to give each other nicknames, what would they be? How about we give each other a “boy” nickname? I’ll go with Shy Boy for Pyun Sung Hyun. The way he talks and his expressions totally fit the name.
Do you have any personal stage routines or superstitions? I always do some stretching before performances. It helps loosen up my body and relax my throat, which makes singing on stage feel a lot more comfortable.
Kwon Se Hyuk
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m Kwon Se Hyuk, the guitarist.
What do you consider your personal strengths? Perseverance and tenacity are my strengths. I think having that kind of character really helps in making good music.
What was the most difficult moment before debut, and how did you overcome it? I actually failed the Antenna audition the first time. It was a company I really wanted to join, and I’d put in a lot of practice, so the rejection hit me pretty hard. But like I said earlier, I’m persistent. I sent them another email to reintroduce myself, and thankfully, they appreciated that and gave me another shot—and that’s how I was able to become a trainee.
If you were to give each other nicknames, what would they be? Ko Gang Hun looks really tough when he’s playing the drums, so I’d call him Tough Boy.
Do you have any personal stage routines or superstitions? I like playing games in my free time, and squeezing in a quick game before going on stage helps me relax. It’s a fun way to ease the tension.
Ko Gang Hun
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m Ko Gang Hun, the drummer.
What do you consider your personal strengths? I have a steady personality. I don’t really have big emotional swings, and I’m not easily influenced by external circumstances. That helps me stay focused and keeps me working toward my goals without easily getting shaken.
What was the most difficult moment before debut, and how did you overcome it? During my trainee period, we had monthly evaluations, and the pressure to perform well was one of the hardest parts for me. There was a time when I kept receiving only negative feedback, and it was really tough. But I didn’t give up—I pushed myself to practice even harder and also kept writing songs. Eventually, I started getting positive feedback, and once that happened, it felt like I was naturally able to pull myself out of the slump.
If you were to give each other nicknames, what would they be? An Tae Gyu’s always uplifting and positive, so Joyful Boy feels just right for him.
Do you have any personal stage routines or superstitions? I have this habit of checking out the audience before we go on stage. Since their energy plays such a big role in a performance, I naturally find myself scanning the crowd to feel the vibe before we start.
Pyun Sung Hyun
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m Pyun Sung Hyun, the bassist.
What do you consider your personal strengths? Honesty is my strength. I’d rather be genuine than put on a facade, and that mindset naturally carries over into our music. I try to keep our lyrics as candid and unfiltered as possible.
What was the most difficult moment before debut, and how did you overcome it? Joining the company and living with others as a trainee was a completely new experience for me. It was tough to adjust at first. But I was able to get through it by being honest about my struggles and working together with the company to find ways to improve.
If you were to give each other nicknames, what would they be? I think Kwon Se Hyuk’s pretty cute, so I’d call him Cute Boy.
Do you have any personal stage routines or superstitions? Before going on stage, I make sure to check how everyone’s doing. Since we’re a band, staying in sync is really important, so I try to keep an eye on the team and help us all stay focused.
Dragon Pony
Image Credit: Yujin Kim
Lastly, please share a message for Billboard readers and your global fans!
Dragon Pony: Being selected as Billboard’s Rookie of the Month is truly an honor and an incredible experience. We’re deeply grateful and will continue to work hard to live up to the support we’ve received. We’ll keep growing and aim to reach the Billboard charts in the near future. Please continue to show your love and support for Dragon Pony. Thank you, Billboard!
ENHYPEN, a group formed through a Korean survival competition show in 2020, headlined its first offline concert in September 2022 before mounting a world tour with record-breaking speed. Its performance at Kyocera Dome in Osaka, Japan, came less than three years after its Korean debut and 18 months after its Japanese debut, marking the shortest time it has taken for any K-pop boy group to reach such scale.
The group’s 2024 album, Romance: Untold, debuted at No. 2 on the Billboard 200. In April, it took the stage at Coachella — one of the largest music festivals in the world. But ENHYPEN isn’t stopping there. Billboard Korea sat down with the seven-member group to find out what’s next.
Last year was a memorable one for ENHYPEN in many ways, especially since you reached No. 2 on the Billboard 200 with Romance: Untold.
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JUNGWON: We spent a lot of time touring overseas last year, meeting ENGENEs [ENHYPEN fans] from all over the world during our Fate Plus tour and kicking off a new one called Walk the Line. 2024 was a year full of touring, and our schedule was incredibly busy. We learned and accomplished so much — especially by visiting places we hadn’t been to before, like Japan. We’ve grown in many ways, from stage performances to music video direction and interpreting songs more deeply. Never satisfied, ENHYPEN continues to evolve and dream of eternity.
Speaking of Japan, it must have been especially meaningful for NI-KI, since it’s his home country.
NI-KI: We give our best at every concert, but performing in my home country definitely puts me in a different mind-set. Since I’m the only member who speaks fluent Japanese, I feel a stronger desire to make the atmosphere feel more natural — to connect with the crowd, respond to them in the moment and help everyone enjoy the experience even more.
Your group became the fastest K-pop boy band to perform at the Tokyo Dome, performing there less than three years after debuting.
JAKE: We’ve had the honor of achieving a lot of firsts, and that’s all thanks to the incredible love and support we’ve received from our fans — we’re truly grateful. Of course, there’s pressure that comes with it, but it’s the kind of pressure that pushes us in a good way. Our goal isn’t just to be the first — it’s to keep growing and reaching even greater heights.
What does being “high up” mean to you?
JUNGWON: No. 1 on the Billboard Hot 100. (Everyone laughs.)
JAKE: It was really cool to see the Billboard sign above our photo today. At our company, the trainees print out the Billboard Hot 100 every week and post it in the lounge so they can watch how trends change. It’s kind of surreal because I went through that process myself not too long ago.
ENHYPEN recently headed to California to take the stage at the Coachella Valley Music and Arts Festival.
JUNGWON: Maybe it’s just me, but it really feels like the culmination of everything we’ve been working toward. We’ve all contributed so much — not just to the performance, but to the entire production and rehearsal process. We had a lot of discussions about the setup and the elements involved in each part of the show. I think this performance holds a piece of ENHYPEN’s history.
I’ve heard there was a mobile gaming craze within the team at one point. Who’s the one driving that trend?
SUNGHOON: It kind of depends on the category. For example, when it comes to buzzwords, HEESEUNG usually takes the lead. But when it comes to mobile games, that’s definitely JUNGWON.
JAKE: When we’re on tour, we have a lot of downtime, so we end up playing a lot of mobile games, cracking jokes and things like that. JUNGWON will usually recommend a game, and then we all get into it.
JUNGWON: Because I like nerdy stuff. (Laughs.)
So who’s the least fashionable?
Everyone: SUNOO? (Everyone laughs.)
SUNOO: I guess I just don’t put that much thought into fashion. I usually focus on other things, like gaming, so I tend to keep it simple.
NI-KI is best-known for his group Shiny Kids, and he performed with Taemin at the 2024 MBC Music Awards, which were recorded Dec. 31 and aired Jan. 30.
NI-KI: My parents were more excited than I was. They kept calling and messaging me. They were actually my introduction to K-pop, so it felt kind of surreal to be onstage in front of SHINee fans and ENGENEs.
I read somewhere that JAY, JAKE and JUNGWON don’t really have anything in common — aside from their names all starting with the letter “J.”
JAKE: He’s different in pretty much every way — what he eats, what he wears — he’s basically my polar opposite. He’s incredibly conscientious when he’s focused and incredibly lazy when he’s not. He definitely has his ups and downs. One day, he’ll be completely immobile, barely eat and stay really quiet. Then the next day, he’ll be super active: going out at dawn, staying out for three hours and coming back in like nothing happened.
JAY: He’s like most people; he’ll suggest something, then not do it. He’ll be like, “Want to play a game after work?” and then go to sleep first. (Laughs.)
JAKE: I just don’t find it easy to do things spontaneously. I’m more of a “set in stone” kind of guy.
JUNGWON: Jay’s the opposite. He has tons of hobbies and endless curiosity. He dabbles in all sorts of things. Right now, he’s studying French and playing guitar. He’ll get really into something for a while, then stop and later come back to it. But to be honest, I don’t think I fully know his personality. He’s very different when he’s working and when he’s not.
We can’t talk about ramen without mentioning HEESEUNG. Do you have any new recipes you’d like to share with ENGENEs?
HEESEUNG: I made seafood ramen the other day, and I highly recommend it. I used oyster sauce, chili oil, sesame oil and chili powder. It turned out really flavorful.
HEESEUNG, you’re known as one of ENHYPEN’s most dedicated members. Do you have anything new in store for ENGENEs?
HEESEUNG: Whenever we create a good song, we’re always eager to share it with ENGENEs, and we’ll continue making more. There are so many things we want to try. Each of us works on music individually — whether that’s collaborating with a producer we’re close to or creating tracks on our own, like Jay does with his guitar. Of course, there’s the process of producing a song, but for us, it’s also about giving each other feedback and discussing direction. We’re working on making our musical communication more three-dimensional and diverse.
SUNOO, you mentioned 2023 as a turning point and 2024 as a year of growth and experience. What do you think 2025 will look like?
SUNOO: When you’ve put in the preparation and hard work, I think it’s time to make an impact. There’s still a lot I want to improve, but in 2025, I hope to show a version of myself that’s even more ready.
You’ve become almost synonymous with hard work. By the time of your last tour, you must have gained a lot of experience. What keeps you going?
SUNGHOON: It’s a job where you’re constantly being seen by others. I’m not a perfectionist by nature, but I always want to present the best version of myself in the moment. So when I’m filming, I sometimes ask to reshoot because I’m not satisfied with how it turned out — even if it means the other members have to redo it, too, which makes me feel a bit sorry. Still, I think I’ve grown little by little, just doing a bit of everything every day over the past four years. It’s the small efforts I’ve built up, day by day, that have brought me to where I am now.
You’ve mentioned that ENHYPEN albums and music videos have a clear story and concept. How involved are you in shaping them?
JUNGWON: Those elements are mostly decided by the company, while we focus more on the music and performances. We often talk about this during award shows and year-end concerts, but the truth is, there are so many people working behind the scenes, often getting even less sleep than we do. It’s our job to bring their concepts to life and execute them as best as we can.
Are you working on something new with them?
SUNGHOON: All the time. There’s always a lot going on.
JUNGWON mentioned earlier that your goal is to reach No. 1 on the Billboard Hot 100. If that day comes, what do you think the members would be talking about?
JAKE: When I imagine that moment, I just hope we get to celebrate and have a chill party with the guys.
SUNGHOON: I think we’d definitely talk about the past. We’d probably start from the beginning and go all the way back — like, even 10 years ago. I’m pretty sure some of us would cry.
JUNGWON: SUNOO might be crying, and HEESEUNG.
When do you think you’ll hit No. 1?
Heeseung: Soon. (Laughs.)
As artificial intelligence continues to blur the lines of creativity in music, South Korea’s largest music copyright organization, KOMCA (Korea Music Copyright Association), is drawing a hard line: No AI-created compositions will be accepted for registration. The controversial decision took effect on March 24, sending ripples through Korea’s music scene and sparking broader conversations about AI’s role in global songwriting.
In an official statement on its website, KOMCA explained that due to the lack of legal frameworks and clear management guidelines for AI-generated content, it will suspend the registration of any works involving AI in the creative process. This includes any track where AI was used — even in part — to compose, write lyrics or contribute melodically.
Now, every new registration must be accompanied by an explicit self-declaration confirming that no AI was involved at any stage of the song’s creation. This declaration is made by checking a box on the required registration form — a step that carries significant legal and financial consequences if false information is declared. False declarations could lead to delayed royalty payments, complete removal of songs from the registry, and even civil or criminal liability.
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“KOMCA only recognizes songs that are wholly the result of human creativity,” the association said, noting that even a 1% contribution from AI makes a song ineligible for registration. “Until there is clear legislation or regulatory guidance, this is a precautionary administrative policy.”
The non-profit organization represents over 30,000 members, including songwriters, lyricists, and publishers, and oversees copyright for more than 3.7 million works from artists like PSY, BTS, EXO and Super Junior.
Importantly, the policy applies to the composition and lyric-writing stages of song creation, not necessarily the production or recording phase. That means high-profile K-pop companies like HYBE, which have used AI to generate multilingual vocal lines for existing songs, are not directly affected — at least not yet.
While South Korea’s government policy allows for partial copyright protection when human creativity is involved, KOMCA’s stance is notably stricter, requiring a total absence of AI involvement for a song to be protected.
This move comes amid growing international debate over the copyrightability of AI-generated art. In the U.S., a federal appeals court recently upheld a lower court’s decision to reject copyright registration for a work created entirely by an AI system called Creativity Machine. The U.S. Copyright Office maintains that only works with “human authorship” are eligible for protection, though it allows for copyright in cases where AI is used as a tool under human direction.
“Allowing copyright for machine-determined creative elements could undermine the constitutional purpose of copyright law,” U.S. Register of Copyrights Shira Perlmutter said.
With AI tools becoming increasingly sophisticated — and accessible — KOMCA’s policy underscores a growing tension within the global music industry: Where do we draw the line between assistance and authorship?
This article originally appeared on Billboard Korea.
On March 12, a video surfaced online that caused quite a stir. It was a new Coca-Cola ad featuring K-pop group NewJeans, also known as NJZ, which is currently at the center of much controversy. The ad quickly garnered reactions from around the world.One comment on the ad effectively captures the essence of the project: “Is this from the ’80s or 2025? Is it real or is it a dream? Is it nostalgia or a memory of something I never experienced? It’s a work that confuses all of this. It feels like it’s depicting the past, but actually, it seems like an idealized version of the present moment. Ordinary yet beautiful people, scenes that feel both real and dreamlike, all captured with ethereal music and visuals. I can’t stop replaying it, as I don’t want to let go of the dreamlike feeling it gives me.”
The campaign, with creative direction by Billboard Korea, presented a unique blend of subtle retro vibes and fresh, modern sensibility that immediately caught fans’ attention. More than just a brand advertisement, it has been recognized as a work that conveys cultural and emotional interpretation. In the conversation below, Billboard Korea explains how they created a unique sensibility connecting the 1980s with Seoul in 2025.
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How was the theme “I Feel Coke” conceptualized for the ad?
“I Feel Coke” was both the theme of a Coca-Cola Japan ad series that aired between 1987 and 1990 and the title of a song by Daisuke Inoue, which was featured in those commercials. The original ad was widely praised for capturing the spirit of Japan’s economic boom in the 1980s. In the 2025 Seoul version, we reinterpreted it as a tribute, blending nostalgia with a contemporary twist.
The new ad was inspired by the concept of Anemoia, a term that describes a sense of longing for a time or culture one has never actually experienced. We wanted to evoke the emotions tied to Coca-Cola from past eras while reimagining them in a fresh, modern way. Every detail was carefully crafted to preserve that feeling of nostalgia while making it relevant to today’s audience.
Can you explain “Anemoia” in more detail?
The term Anemoia was first introduced in 2012 by American writer John Koenig in “The Dictionary of Obscure Sorrows.” It describes the feeling of nostalgia for a time or culture one has never personally experienced. This emotion resonates strongly with Generation Z, who, amid uncertainty and anxiety, find themselves longing for the perceived prosperity and joy of past eras.
This growing fascination with revisiting and reinterpreting the past played a key role in shaping our creative direction. Our goal was to modernize nostalgia—capturing the essence of past memories while making them feel fresh and relevant today.
It’s clear that NewJeans being the models fits well. They both represent Gen Z and evoke nostalgia.
Exactly. NewJeans effortlessly blend a “longing for the past” with the “sophistication of the present.” As highlighted in Billboard Artist last October, they are not only icons of Gen Z but also a reflection of the nostalgia this generation experiences. Their unique ability to reimagine past eras with a fresh, modern twist made them the perfect match for this project and that synergy shines through in the ad.
What elements from the past were specifically referenced and which parts were reinterpreted in a new way?
One element that deeply moved us in the original ad was the happiness depicted — especially the brief moments of happiness that can be found in everyday life. We also paid close attention to authentic 1980s Japanese elements, such as the yuppie lifestyle, baseball, pay phones, leisure and health aesthetics, and more. In the 2025 Seoul version, we sought to reframe these experiences through the lens of Gen Z, while still capturing the sense of longing that was present in the original ad, reimagined with modern sensibilities.
What aspects of 2025 Seoul did you incorporate into the ad?
We aimed to capture different aspects of everyday life in 2025 Seoul, from the city’s efficient transportation system and vintage markets to social media content creation, instant photography and young adults moving into their first apartments. We also highlighted outdoor delivery meals and romantic moments on college campuses, small yet authentic elements that will resonate with people for years to come. These moments represent the happiness of today’s youth, which was at the heart of our vision for this project.
NewJeans’ rendition of “I Feel Coke” has garnered attention for its refreshing and dreamy vibe. How does it differ from the original song from the past?
ADOR and its A&R team aimed to preserve the essence of both the original song and the era it came from while capturing the signature feeling of the Coca-Cola brand. At the same time, they wanted to reinterpret it through the emotions NewJeans embodies today. The goal was to craft a track that complements NewJeans’ warm, understated, yet sophisticated vocal style.
The intro’s synthesizer melody follows the same pattern as the original, but with a fresh sound design. As the song progresses, the synthesizer and electric guitar in the second verse echo the original’s nostalgic vibe, while the outro introduces a saxophone, bridging the dreamy atmosphere of the past with a modern, refreshing touch.
How was the vocal distribution among the members decided?
ADOR carefully arranged the vocal distribution to highlight each member’s individual strengths. For the final choir section, they focused on enhancing the harmonies, ensuring that each member’s unique tone blended seamlessly while preserving the choral beauty of the original song.
Were there any special episodes during the arrangement and recording process?
During the arrangement process, the members of NewJeans gave input on the intro sound, helping refine it to perfectly complement the visuals of the ad. During recording, they focused on making the song their own while also capturing Coca-Cola’s signature sense of energy and refreshment, making the entire experience truly special.
In addition to the main ad video, there were also sub-content pieces. What were they?
Yes, we created several additional content pieces to enhance the campaign. For example, we designed illustrated posters featuring the 1980s Coca-Cola logo and imagined what Billboard Korea magazine covers might have looked like if it had existed back then.
NewJeans also shared behind-the-scenes collage videos filmed with disposable cameras and camcorders, capturing candid and intimate moments. These extra elements added emotional depth to the ad and gave fans a rare, personal glimpse into the members’ real personalities.
After the online release, there was an overwhelming public response. Can you share some memorable comments?
We got a lot of reactions, like: “It’s strange that I cried even though it’s just a commercial.” “It feels like watching an uplifting youth movie.” “The legendary collaboration between Billboard and Coca-Cola.” “I can’t stop replaying it.” “I’m only drinking Coca-Cola now.” (Fun fact: Coca-Cola sales went up on the release day and the day after.) The project manager at Coca-Cola Korea also shared that the comment “It delivers happiness in chunks” really stood out to them.
The collaboration between Billboard and Coca-Cola was also unique.
Exactly. We often take “happiness” for granted because it’s always around, and we think we understand it. But one of the simplest yet most essential ways to capture that feeling is through music. That’s why we believe music is the perfect medium to express the “feeling of happiness” that Coca-Cola stands for. The partnership between Coca-Cola and Billboard, with their rich histories, created a unique connection between music and advertising.
Do you have any behind-the-scenes stories you can share?
The sunny, warm summer vibe in the ad was actually filmed on a snowy day. [Laughs]
For over a year, the K-pop industry has been embroiled in a heated debate over the girl group NewJeans. In fact, even the name “NewJeans” has become a point of contention following the group’s announcement in February that they would be rebranded as NJZ. However, their management company, ADOR, has disputed the legitimacy of this name change. While the group has requested to be referred to as NJZ, no legal ruling has been made on the matter, leaving the existing contract intact. As a result, from a legal standpoint, NewJeans remains the more accurate designation for the time being.
Amid ongoing legal uncertainties, NewJeans is moving ahead independently. This March, the group is scheduled to perform at ComplexCon Hong Kong, where they are reportedly debuting a new song. This move appears to be an attempt to further establish their rebranded identity as NJZ. After all, performing NewJeans’ hit songs while adopting a new name could be seen as contradictory.
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Music organizations and associations in Korea are closely monitoring the NewJeans situation. In February, five major organizations — the Korea Management Federation, Korea Entertainment Producers’ Association, Record Label Industry of Korea, Recording Industry Association of Korea and the Korea Music Content Association — issued a statement expressing concerns over NewJeans and former ADOR CEO Min Hee-jin’s independent activities. Their primary issue is “tampering,” with suspicions that Min has been attempting to remove NewJeans from ADOR.
The statement from the five organizations reads, “For the past 10 months, we have observed a growing trend, in which certain parties attempt to resolve private disputes through media campaigns and unilateral public statements instead of proper negotiations or legal procedures, including former ADOR CEO Min Hee-jin’s press conferences, NewJeans member Hanni’s appearance at a National Assembly audit, and the group’s independent activities.”
NewJeans fans argue that these five organizations are merely echoing ADOR/HYBE’s stance. However, the key issue at hand is their emphasis on the importance of “adhering to legal processes.”
At a press conference on Nov. 28, 2024, NewJeans members announced that “their contract with ADOR would officially end at midnight on November 29th.” They stated, “We have had enough conversations and sent certification of content, but there were no responses during that time. As ADOR and HYBE have breached the contract, we are terminating it.”
Since then, NewJeans has continued its individual actions and reiterated its stance in interviews with foreign media. In a CNN interview last month, the group emphasized, “We have completely lost trust in ADOR. We believe we will win this battle against HYBE and ADOR.” Through Japan’s TV Asahi, a subsidiary of Asahi Shimbun, they stated, “Right now, there are very few media outlets in Korea that carry our voices. Instead of letting that discourage us, we will enjoy our activities.”
International fans who have closely followed NewJeans’ statements may be more inclined to side with the group. However, with both the lawsuit verifying the validity of their claims and the injunction application still ongoing, their assertions remain one-sided. In this context, foreign media that present NewJeans’ perspective without providing balanced coverage of the ongoing legal dispute risk spreading misinformation.
NewJeans and ADOR remain deeply divided, locked in a tense standoff. On March 7, the Seoul Central District Court held the first hearing on ADOR’s provisional injunction request to “maintain the status of agency and prohibit the signing of advertising contracts.” Both parties presented conflicting arguments and failed to reach a resolution.
As a result, it is challenging to take a definitive stance between ADOR or NewJeans. The most prudent thing to do right now is to wait and see how the court reaches its decision, based on the various claims and substantial evidence presented by both parties.
This is precisely the position shared by the five music industry organizations in Korea. On Feb. 27, they held a press conference titled, “Let’s Keep a Promise: Without Record Producers, There is No K-pop!,” where they declared:
“No one can confirm the cancellation of a contract before the court’s judgment, and we must all accept the legal outcome, whatever it may be. This is the only way to protect our industry amid conflict and dispute.”
For now, the K-pop community watches and waits for the court’s decision — a ruling that could have lasting implications for NewJeans, ADOR and the entire industry.
This article was written by Austin Jin and originally appeared on Billboard Korea.
With their first anniversary just a month away, UNIS looks back on a year of unforgettable moments and exciting changes. In an exclusive interview, the members share what they have learned, how they’ve evolved, and the new challenges they’re ready to embrace.In about a month, you’ll celebrate your one-year anniversary since debut. What has been the most memorable moment of the past year and why?
HYEONJU: My debut is the moment I remember most. It was UNIS’s very first step, and it remains vividly imprinted in my memory.
NANA: I feel the same way.
GEHLEE: I loved the experience of our very first fan signing at a shopping mall in the Philippines. It was my first time witnessing firsthand how deeply my hometown fans adore UNIS. It was truly an honor.
KOTOKO: For me, the day I first met our fans is unforgettable. Meeting those I had longed to see filled me with immense joy.
YUNHA: I believe our debut moment is the most memorable. Revealing UNIS to our eagerly waiting fans was incredibly nerve-racking!
ELISIA: It was during the KBS Music Festival, sharing the stage with our seniors in our first collaborative performance on such a grand scale. UNIS’s “Curious” featured a fresh, fun intro and an energetic dance break that made it especially enjoyable.
YOONA: I clearly remember when we received our first rookie award. It was a prize we had dreamed of, and it felt like a true recognition of all our hard work.
SEOWON: my birthday in 2025 stands out. It was the day I truly realized how much EverAfter supports me and why I started this journey.
Comparing your early days to now, what has been the biggest change?
HYEONJU: It’s the sense of responsibility. Initially, I felt an overwhelming pressure to “do well,” but now I trust my members and simply think, “We’ll be great.”
NANA: I’d say the biggest change is that I’ve grown 1cm taller since debuting!
GEHLEE: I feel much more relaxed and confident. The training after the debut has helped tremendously, and improving my Korean has made adaptation so much easier. I really feel like I’m on the right track now.
KOTOKO: It seems that everything has changed, especially my ability to express myself through a variety of facial expressions.
Over the past year, is there a particular skill or quality you’d like to pass on to your fellow members?
NANA: I want to learn English from ELISIA and GEHLEE!
KOTOKO: HYEONJU’s charisma is incredibly captivating.
ELISIA: I used to move gently and fluidly, but since coming to Korea, I’ve learned to execute sharper, move quickly.
YOONA: I admire ELISIA’s wide range of expressions on music shows and stage performances. I’d love to learn that from her.
SEOWON: I’d love to learn knitting from the talented YUNHA!
As a multinational group representing Korea, Japan, and the Philippines, how do you integrate this strength into your stage, performances, and music?
HYEONJU: Our multinational makeup naturally enhances our expressiveness.
NANA: Knowing the tastes of each country gives us a unique advantage to incorporate diverse elements into our performances.
KOTOKO: Our ability to cover Japanese, Filipino, and various other songs is a major strength.
YUNHA: Being multinational means we can cover songs from our respective countries and showcase new facets of ourselves in different languages.
YOONA: At fan signings, for instance, many international fans attend. We communicate in three languages and even perform cover dances to foreign songs.
With the fandom name “EverAfter” in mind, what special memories do you hope to create with your fans in the future?
GEHLEE: I dream of holding a concert just for EverAfter. Seeing fans holding light sticks and sparkling like stars on stage would be an unforgettable moment, Everafter our fandom name.
KOTOKO: I want to embark on a world tour and meet EverAfter fans around the globe.
SEOWON: I envision opening a café exclusively for EverAfter fans, staffed entirely by UNIS!
Which cities would you like to visit on a world tour?
HYEONJU: I want to visit countries on the other side of the globe. I’ve been to nearby countries, but I’ve yet to meet EverAfter fans from the farthest corners of the world.
NANA: Japan, since it’s my hometown. It would be a dream to visit on tour someday.
KOTOKO: Me too!
GEHLEE: Personally, I’d love to visit New York or Paris. Their fashion scenes fascinate me and meeting fans there would be incredibly exciting.
YUNHA: I’d go anywhere EverAfter is present. I visited Taiwan briefly for a performance and, although it was short, I loved the city’s vibe and would love to return.
ELISIA: I aim to perform at Japan’s Kyocera Dome. I want to become a world-star artist and take the stage there!
YOONA: I’d like to visit Singapore. It’s a country I’ve always wanted to see, with beautiful scenery and a wonderful atmosphere.
SEOWON: For me, it’s Paris and New York. I’ve always wanted to visit these cities at least once.
What is UNIS’s goal for this year?
HYEONJU, KOTOKO, YUNHA, ELISIA, YOONA, SEOWON: Our goal is to top all the music shows!
NANA: For me, it’s all about meeting as many EverAfter fans as possible!
GEHLEE: It would be amazing to hold a UNIS-only concert this year. Even though each of us brings a unique charm, we’re working together to deliver a spectacular performance.
What new aspects or endeavors can fans expect from UNIS in 2025?
HYEONJU: We plan to showcase many sides of UNIS that we haven’t had the chance to reveal before.
NANA: While we’ve always shown a cool image, we’d also love to show a cuter side of ourselves.
GEHLEE: I believe UNIS won’t be confined to a single concept. We’re ready to display everything from cute and lovable to chic and cool. Fans can look forward to a variety of styles next year.
YUNHA: Now that we’re nearing our first anniversary, we hope fans will see a more refined and dynamic performance that reflects our growth from countless stage experiences.
What must UNIS overcome to be recognized as the representative 5th generation girl group?
HYEONJU: I think it comes down to growth. We must continue to develop and show progress.
GEHLEE: To be acknowledged as the leading 5th generation girl group, we need to better showcase our unique identity. With so many amazing groups out there, it’s vital that we continually cultivate and enhance UNIS’s distinctive charm through our performances, music, and teamwork.
YUNHA: For me, it’s about mastering our mindset and always challenging ourselves with confidence is the key.
ELISIA: We must connect people of all generations through our music.
SEOWON: We need to carve out our own unique identity rather than being just another ordinary girl group. That’s how we can present ourselves as a fresh, innovative act to the public.
Are there any hidden talents or personal skills among the members that fans might not know about?
NANA: My fingers are very flexible!
GEHLEE: I’m not sure if it’s a talent, but I frequently notice “angel numbers” like 111, 2222, and 3737, whether on clocks, license plates, or suddenly appearing in my surroundings.
KOTOKO: I’d say it’s HYEONJU. She’s our very own “food expert” who knows all the best eats!
ELISIA: SEOWON can make the most amazing sauces. They’re so delicious, they completely blew me away!
YOONA
Image Credit: FandF Entertainment
I love it when fans call me: Yoondol-e or Yoondang-e (puppy)
My favorite song at the moment?: “To My X” by KYUNGSEO – The lyrics are so warm, and I’ve always admired this Sunbae!
But my favorite song of all time is?: “Good Parts” by LE SSERAFIM – It’s soft, warm, and uplifting—my perfect combo!
How to “heal” yourself when you’re feeling overwhelmed?: Journaling about my day. If that doesn’t work, I read or listen to music!
My favorite quote or best advice someone gave me: Practice as seriously as you perform—that’s how you master the stage.
SEOWON
Image Credit: FandF Entertainment
I love it when fans call me: SEOWON: Lim-hamkki! (Lim-Hamster)
My favorite song at the moment?: “Just For Today I LOVE YOU” by BOYNEXTDOOR – I’m a fan of this style of music!
But my favorite song of all time is?: “Play Pretend” by Alex Sampson – It comforts me. I still listen to it all the time!
How to “heal” yourself when you’re feeling overwhelmed?: I haven’t found my healing method yet. Maybe someday I will!
My favorite quote or best advice someone gave me: You don’t have to try so hard. If you’re struggling, that’s not happiness. Remember why you started. It’s a journey—perfection isn’t required.
KOTOKO
Image Credit: FandF Entertainment
I love it when fans call me: Ko-chan!
My favorite song at the moment?: “Classified” by OH MY GIRL – It magically melts my stress away!
But my favorite song of all time is?: “Candy Pop” by TWICE – I sang this during my audition. Full of memories!
How to “heal” yourself when you’re feeling overwhelmed?: Putting stickers or playing games!
My favorite quote or best advice someone gave me: Try anything at least once.
GEHLEE
Image Credit: FandF Entertainment
I love it when fans call me: Princess!
My favorite song at the moment?: “Strategy” by TWICE – It’s my confidence anthem! I can’t stop humming it!
But my favorite song of all time is?: “Lovefool” by The Cardigans – My mom and I sing this out daily. Our ultimate bonding song!
How to “heal” yourself when you’re feeling overwhelmed?: I write down my feelings, dance to my favorite song, or vent to someone close. Letting it all out helps me reset!
My favorite quote or best advice someone gave me: When hard times come, remember it’s just a step toward everything you’ve prayed for.
ELISIA
Image Credit: FandF Entertainment
I love it when fans call me: Baby/Ellie!
My favorite song at the moment?: “First Love” by Hikaru Utada – A Japanese song my family and I always sing together. It feels nostalgic!
But my favorite song of all time is?: “Times Are Hard for Dreamers” from Amelie, the Musical – It’s my anthem for chasing my K-pop dreams!
How to “heal” yourself when you’re feeling overwhelmed?: Listening to music or curating new playlists!
My favorite quote or best advice someone gave me: Love yourself first before loving others.
NANA
Image Credit: FandF Entertainment
I love it when fans call me: Nana-chan!
My favorite song at the moment?: “Heroine” by Back Number – It’s a winter song, perfect for this chilly season!
But my favorite song of all time is?: “Last Dance” by BIGBANG – I danced to this as a kid, and it’s been my anthem ever since!
How to “heal” yourself when you’re feeling overwhelmed?: Going outside!
My favorite quote or best advice someone gave me: Nana, there’s something only you can do.
HYEONJU
Image Credit: FandF Entertainment
I love it when fans call me: Jyu!
My favorite song at the moment?: “Toxic Till The End” by ROSE – I’ve always loved this ‘Sunbae(Senior in Korean)’, and now it’s stuck in my head!
But my favorite song of all time is?: “I Hate You, I Love You” by Gnash – My go-to song during my training days. Still holds a special place!
How to “heal” yourself when you’re feeling overwhelmed?: Going outside for a walk!
My favorite quote or best advice someone gave me: You can do anything.
YUNHA
Image Credit: FandF Entertainment
I love it when fans call me: Bbang-ahji! (Puppy)
My favorite song at the moment?: “Gondry” by HYUKOH – I’m obsessed with calm, moody tracks lately.
But my favorite song of all time is?: “New Rules” by Dua Lipa – This song inspired me to become a singer. Life-changing!
How to “heal” yourself when you’re feeling overwhelmed?: Drawing, reading, or crafting—hobbies keep negative thoughts away!
My favorite quote or best advice someone gave me: If you don’t speak up about your hunger, no one will know.
ATEEZ has emerged as one of the most popular K-pop groups in the U.S., achieving milestones that defy industry norms. They became the first group unaffiliated with the “Big Four” entertainment companies, such as SM, JYP, YG, and HYBE, to top the Billboard 200 chart. In 2024, they became the first K-pop boy group to perform at Coachella and claimed their second Billboard 200 No. 1 with their 11th mini album, Golden Hour: Part 2. Yet, their name remains curiously absent from Korea’s domestic music scene.
Album sales paint a striking picture. Their 11th mini album sold over one million copies in its first week. However, their Korea streaming performance tells a different story. ATEEZ is nowhere to be found on Korea’s YouTube Music Hot 100 chart or the charts of local platforms like Melon, Genie, Bugs, and FLO. Spotify data reveals their most streamed cities are Jakarta, Bangkok, Tokyo, Kuala Lumpur, and Singapore, notably excluding Seoul.
Stray Kids, under JYP Entertainment, face a similar paradox. Their album HOP made history in 2024 as the first to achieve six consecutive Billboard 200 No. 1 albums by a group. This record-breaking achievement prompted the announcement of a 20-stop global stadium tour in 2025, solidifying their global appeal. Yet in Korea, their title track “Chk Chk Boom” failed to claim the top spot on major streaming charts. Like ATEEZ, their strongest Spotify numbers come from Indonesia, Japan, Chile, Brazil, and Malaysia.
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K-pop thrives globally, driven by its fiercely loyal fanbase. According to IFPI’s Global Music Report, SEVENTEEN’s FML and Stray Kids’ 5-STAR ranked first and second, respectively, in global album sales for 2023. In IFPI’s Global Artist Chart, SEVENTEEN, Stray Kids, Tomorrow X Together, and NewJeans all placed in the Top 10. However, this global success highlights a surprising shift: K-pop’s domestic market no longer mirrors its international dominance.
Data from the Korea Culture and Tourism Institute (KCTI) illustrates this disparity. In 2023, K-pop’s overseas revenue reached 1.2377 trillion KRW (approximately $950 million USD), while HYBE reported 63.3% of its earnings from international markets in the first half of 2023. JYP followed with 52.2% and YG at 48.6%. Luminate’s Mapping Out K-pop’s Global Dominance report placed Korea as the fourth largest consumer of K-pop, trailing Japan, the U.S., and Indonesia.
Then why is K-pop less visible in its home country?
To better understand this, one must revisit the mid-2010’s, a period when K-pop began its meteoric rise in the U.S., spearheaded by BTS’s success at the Billboard Music Awards and their domination of Western charts. Back home, K-pop reigned supreme in Korea’s music scene, led by heavyweights like BLACKPINK, TWICE, EXO and SEVENTEEN, while audition programs such as Produce 101 captivated audiences and amplified K-pop’s domestic appeal.
Ironically, as K-pop’s global footprint grew, its local presence waned. The absence of a trusted official chart to represent Korea’s music industry dealt a major blow. Once reliable indicators of popularity, real-time charts on platforms like Melon and Genie fell into disrepute after controversies surrounding chart manipulation and ballot rigging in audition programs. These incidents eroded public trust in K-pop as a genre.
By 2018, the industry shifted its focus from broad audience appeal to catering to core fandoms. Fanbases, in turn drove album sales to record-breaking heights, pushing physical sales to over 116 million units in 2023, a tenfold increase over the past decade. Billboard 200 chart topping acts, which were once a rarity, have now expanded to include a slew of K-pop groups like SuperM, Tomorrow x Together, and NewJeans.
Billboard Korea: Predicting K-pop Companies’ Strategies for 2025
Meanwhile, K-pop’s evolution into a fandom centric business model has redefined its strategy. Entertainment companies prioritize retaining and strengthening existing fanbases over attracting casual listeners and songs are designed to reinforce a group’s identity rather than to appeal to the masses. Global promotions, such as BTS’s and BLACKPINK’s massive stadium tours in the U.S. and Japan, underscore this trend, with groups like Stray Kids and ATEEZ leading the charge in self-produced artistry.
In Korea, K-pop activities increasingly resemble fan service. Despite low domestic ratings, programs like Music Bank, M Countdown, and Inkigayo remain important platforms for launching new songs and generating live performance clips for social media platforms such as YouTube. This demonstrates that while K-pop may no longer be music for everyone, its transformation into a niche-driven, global phenomenon is undeniable.
However, not all groups face this disconnect. Acts like aspea, IVE, SEVENTEEN and NewJeans continue to dominate Korean media and achieve commercial success domestically. Across the board, K-pop’s overall revenues keep climbing, driven largely by its international market.
As K-pop popularity continues to grow around the global, its strategy continues to evolve. English lyrics, international artist collaborations, and streamlined promotional cycles reflect its shift toward the global stage. Circle Chart data shows that the percentage of English lyrics in girl group releases reached 41.3% in 2023, up nearly 19% from 2018. For boy groups, the figure stood at 24.3%. Major comebacks are now followed by world tours, with U.S. talk shows often serving as debut platforms for new releases.
As K-pop increasingly focuses on global markets, can it find a balance between domestic recognition and international acclaim? Will it achieve a universal appeal similar to Latin music, fostering sustainable support both at home and abroad? The dual identity of K-pop, its paradoxical success offers both challenges and opportunities for the industry’s future.
This article is courtesy of Billboard Korea.
From making music to acting on screen, IU can seemingly do it all — and she commands unparalleled love and support from K-pop fans and the broader Korean music community. Her generation-spanning popularity was on display in 2024, when she dominated the charts. Her single, “Love Wins All,” climbed to the No. 1 spot on Melon’s TOP100 chart just an hour after its Jan. 24 release, becoming the second song to achieve this feat since the platform’s chart reform. The massively successful track led the weekly chart for four consecutive weeks, topped February’s monthly chart and on iChart achieved 339 perfect all-kills (the term describes when a song simultaneously tops iChart’s real-time, daily and weekly components).
The achievements helped propel IU to becoming Korea’s representative for Billboard’s Global No. 1 artist series. “It’s a bit humbling, a bit surreal, and honestly, it feels really special,” she says of the recognition.
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Her success extended to the road. Starting March 2, IU embarked on a 31-performance world tour that played shows in Japan, Europe and North America — and was attended by some half a million fans, a record for a Korean female solo artist. She followed four sold-out shows at Seoul’s KSPO Dome with a performance at Manila’s Philippine Arena, the world’s largest indoor venue, where she became the first Korean solo artist to headline.
On Sept. 21 and 22, IU held encore concerts at Seoul World Cup Stadium, becoming the first female artist to perform at the venue and drawing 107,000 attendees across two nights, which set the record for the largest concert engagement by a Korean solo artist and female artist in Korea.
What are the advantages and challenges of being a solo act in Korea’s music industry?
If I had to pick one challenge, it’s that there’s no one to share energy with onstage. Groups have distinct roles, which create a synergy that’s hard to replicate as a soloist. But on the flip side, I get to enjoy all the love and attention by myself. (Laughs.)
Many Korean artists are making waves on Billboard charts. In your opinion, what sets them apart?
There are countless strengths, but what stands out is how K-pop groups maintain their individuality while being deeply respected by their fans. As a K-pop listener myself, I see how each group’s unique identity is cherished and upheld, which makes them so special. Of course, the music is top-notch, but the visual elements and storytelling also define K-pop culture. For instance, the distinct characters and worlds that exist only onstage for groups are something I, as a soloist, sometimes envy. These unique traits captivate fans, offering an experience that engages the ears, eyes and heart. Ultimately, it’s this blend of individuality and fan support that makes Korean artists shine.
IU photographed for the Billboard Korea Global No. 1s Issue.
EDAM Entertainment
Do you have any plans to collaborate with global artists?
In the past, I received many amazing offers, but the idea of collaborating with artists who spoke different languages felt daunting. I turned down those opportunities then, but I don’t feel the same way anymore. Now, I’m much more open to the idea of working with global artists.
You’re known for having a strong bond with your fans. What do they mean to you?
Initially, most of my fans were older than me — big sisters, older brothers and even uncle fans. At the time, I was a young solo artist without a solid footing, so I often felt cared for and protected by them. As I entered my mid-20s, fans my age became the majority. They resonated with my lyrics and music as peers, and we built a mutual understanding and grew together. Now, I have many younger fans, and I find myself wanting to support, encourage and nurture them. I see UAENA [IU’s fandom] and myself as having a steady, balanced relationship where we constantly exchange the best of what we can offer each other.
Why do you think you have such cross-generational appeal?
Without meaning to downplay myself, I think I appear relatively ordinary and less distinctive in my looks and personality compared to other remarkable stars in Korea. This might make me seem more approachable and relatable. Plus, Korea is a country with a lot of warmth, and I believe the support I’ve received reflects appreciation for my consistent hard work. Still, it’s fascinating that even teens connect with me these days.
You’ve encountered fans all over the world. Are there any memorable moments from your performances abroad?
It’s hard to pick just one, but Auckland [New Zealand] comes to mind. Their unique way of cheering made the entire experience unforgettable. Another standout was Jakarta [Indonesia], where the audience sang along to every song from start to finish. That level of enthusiasm left a lasting impression on me.
You’re often credited for both your meticulousness and flexibility. How do you balance these seemingly contrasting traits?
I feel like I’m constantly at a crossroads. You could say I’m flexible, or, less flatteringly, that I’m good at justifying things. (Laughs.) I’m naturally stubborn and like to plan everything thoroughly, but I’ve learned that things rarely go perfectly. Over time, I’ve practiced being more adaptable, and in doing so, I’ve figured out how to protect my mental well-being.
Beyond music, you’ve made your mark as an actor. What’s in store for 2025?
The drama I filmed throughout 2023, When Life Gives You Tangerines, will premiere on Netflix in 2025. It’s a project filled with the cast and crew’s hard work, and I’m excited to promote it. I’ll also be filming a new drama with a completely different vibe — glamorous and fun. Although I’ll be focused on acting for most of 2025, I’ve already started working on new music, so fans won’t have to wait too long for something fresh.
In October, NewJeans starred in the first edition of Billboard Artist, a new series of collectible art books produced by Billboard Korea. The inaugural edition tells the girl group’s story through a visual lens, showcasing the members’ style and fashion while incorporating interview highlights as well. NewJeans was honored as Group of the Year at Billboard’s 2024 Women in Music awards show.Billboard Korea launched in August with a star-studded event in Seoul — the K-Power 100 — bringing together the leaders of all of South Korea’s major music companies and featuring performances by some of the region’s most exciting talent. Billboard Artist, an initiative led by Billboard Korea creative director Woo Lee, is available for purchase on Weverse and through various other retailers.
Below, Lee explains all about the new print series.
What is Billboard Artist?
Billboard Artist is a large-format, unbound visual art book designed for people to enjoy each page like a poster. This unique book showcases the inspiration and impact of musicians through photography, art, essays, and illustrations. Unlike traditional magazines, which have a limited life, Billboard Artist is a timeless collectible, featuring content in English and Korean. It is also available in select bookstores worldwide.
Why did you launch Billboard Artist?
In a pre-smartphone era, magazine titles like Hero, Muse, and Icon portrayed stars as distant, untouchable figures. The world once craved stars who exuded perfection and mystique — think of David Bowie or Prince. But now, stars openly share details of their everyday lives — who they travel with, what books they read, the ideologies they hold — making them more relatable to the public. Musicians express their creativity across multiple realms beyond music, including fashion, visual arts, documentaries, and acting. Their multifaceted creativity serves as a major source of inspiration for all of us. We wanted to capture this in a tangible art book that showcases their diverse artistry and impact.
Describe the way you work with artists to create these books.
We choose an act and use their sound, history, personality and aesthetic as a source of inspiration, while also drawing from social issues, history, politics, humanities, science or mythology of significance to the artists. This might result in a fashion collaboration, an essay or poetry collaboration with a writer, a visual art collaboration with a digital artist, a beauty portrait with beauty and scent, or a short film produced with a videographer. All of this is developed freely and flexibly in conversations with the featured artists — their participation and creativity is key to the process.
Will Billboard Artist exclusively feature K-pop musicians because it’s produced by Billboard Korea?
No. Billboard Artist does not limit its scope by nationality, language, or territory. Billboard’s 130-year legacy of credibility and influence has always transcended borders. But there’s a reason why this project began with Billboard Korea. The Korean music industry prizes powerful storytelling, visual impact and fan engagement, and has a symbiotic relationship with the fashion and beauty sectors. That unique Korean perspective informs our vision.
Why was NewJeans chosen for the first edition?
The first question for us is always: “Who is the most talked-about musician right now?” We wanted to feature an artist who resonates in the present while evoking the past and inspiring thoughts of the future. NewJeans was the perfect choice because their music, fashion, and aesthetics blend ’80s nostalgia with a modern, forward-looking appeal. This 56-page art book captures the group’s charm, fusing elements of 1980s Italian youth culture, traditional Korean hanok houses, and the symbolism of birds in contemporary art into a poetic visual narrative.
How often will new editions of Billboard Artist be released?
Unlike a magazine, Billboard Artist doesn’t follow a fixed release schedule. When an artist is selected, there could be two editions in a month or just one in two months. For this year, a single edition will be released as a year-end treat, with more editions planned for 2025.
Where can people currently purchase the NewJeans edition?
Online pre-orders have closed, and we’re now in the second print run. Starting in mid-November, it will also be available at select bookstores. Updates will be posted on Billboard Korea’s Instagram.
A version of this story appears in the Oct. 26, 2024, issue of Billboard.