Fifth-Generation Girl Groups are at the center of discussions as major agencies debut new groups with different concepts and strategies. While these groups achieve commercial success, experts argue that they lack clear distinctions from previous generations. The debate continues over whether the term “fifth-generation” is a marketing strategy or a true evolution in K-pop.
Fifth-Generation Girl Groups and the Recent Debut Rush
The K-pop industry is experiencing a surge of new girl group debuts. SM Entertainment’s Hearts2Hearts debuted on February 24, marking the company’s 30th anniversary. Meanwhile, Starship Entertainment surprised fans with the announcement of KiiiKiii. This follows a string of major debuts last year, including HYBE’s ILLIT, YG Entertainment’s BABYMONSTER, and THEBLACKLABEL’s MEOVV. These groups are entering an increasingly competitive market, each with distinct concepts and musical styles.
The Emergence of Fifth-Generation Girl Groups
Despite their differences, a common label has been attached to these groups: “fifth-generation girl groups.” Media reports frequently use this term, sparking debate among fans and industry insiders. The discussion has intensified with Hearts2Hearts’ debut and KiiiKiii’s upcoming official debut. Both groups have gained significant attention, fueling a broader conversation about whether a new generation has truly begun.
Debut Strategies and Initial Success
Hearts2Hearts launched with a grand showcase and set a record for the highest first-week album sales for a debut girl group, surpassing 400,000 copies. Their title track, “The Chase,” reached 8th place on Melon’s Hot 100 and 49th on the Top 100, demonstrating strong initial performance.
In contrast, KiiiKiii adopted a surprise debut strategy, unveiling their teaser without prior notice. Their pre-release single, “I DO ME,” ranked 6th on Melon’s Hot 100 and 28th on the Top 100—a significant achievement before their official debut. Starship Entertainment described them as a “fifth-generation monster rookie.”
Is the Fifth Generation Girl Groups Truly Here?
While both groups have enjoyed early success, industry experts argue that success alone does not define a new generation. The key question is whether they introduce a new paradigm that differentiates them from fourth-generation groups. Many of these so-called fifth-generation groups are younger sister groups of existing popular acts, lacking clear innovation.
Generational classification has never followed strict rules, but past transitions were marked by clear distinctions. First-generation groups like S.E.S. and Fin.K.L set the foundation. The second generation, including Wonder Girls and Girls’ Generation, expanded into the broader Asian market. The third generation, led by BLACKPINK and TWICE, pushed K-pop to a global audience. The fourth generation, featuring aespa, IVE, and NewJeans, introduced strong storytelling elements, such as aespa’s virtual universe concept. However, no such defining change has yet been seen in today’s so-called fifth-generation groups.
Marketing vs. Reality: Who Decides Generations?
The term “fifth-generation” is widely used by agencies and media, but critics argue that generations should be defined by fans, not producers. Without a significant paradigm shift, the classification remains questionable. Discussions on Korean online communities reflect skepticism, with some arguing that if these groups succeed, the term will stick—if not, it will fade. Others note that IVE’s youngest member, LEESEO, is younger than some KiiiKiii members, raising doubts about generational boundaries.
Some believe agencies emphasize the fifth generation label to portray fourth-generation groups as outdated, making new groups seem fresher. However, without an innovative shift, the term remains more of a marketing tool than an actual generational milestone.
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I totally agree that there’s no real standard for defining ‘Fifth-Generation Girl Groups’. Plus, using that term to put down currently popular girl groups is just wrong.