▲ K-pop boy group Zerobaseone performs the lead track of its upcoming third EP, "You had me at Hello," during a press showcase in Seoul on May 13, 2024. (Yonhap)

 

SEOUL, June 10 (Yonhap) -- 1st Generation: H.O.T. (1996), 2nd Generation: TVXQ (2003), 3rd Generation: EXO (2012)·BTS (2013), 4th Generation: Aespa (2020)·IVE (2021)·NewJeans (2022).

 

So, in 2024, are the new stars loved worldwide part of the 4th generation, or are they the 5th generation?

 

As various groups in the K-pop market claim to be '5th generation idols,' there are differing opinions on whether a new generation has truly begun.

 

Within the music industry, there are arguments that groups emerging after the COVID-19 endemic need to be classified separately, while others argue that it is meaningless to do so as representative 4th generation teams like NewJeans and Le Sserafim debuted only two years ago.

 

According to the music industry on the 10th, groups claiming to be the 5th generation include ZeroBaseOne, which debuted last year and gained great popularity, as well as girl groups Kiss of Life, Sufia, Bad Villain, Bewave, and groups Now or Never, Younite, Dimon, and Xikers.

 

Each agency has been putting effort into promoting their groups with phrases like '5th Generation Icons' (ZeroBaseOne), '5th Generation Refreshing Idols' (Bewave), and '5th Generation Hot Rookies' (Now or Never).

 

Kiss of Life, which gained popularity with their solid skills, appeared on MBC's music entertainment show 'Song Stealer' last month and performed Brown Eyed Girls' 'Six Sense.' Before performing, they mentioned, "The legendary four-member girl group, Brown Eyed Girls, is our senior, and as a 5th generation four-member girl group, we prepared hard with a challenging spirit," directly referring to themselves as the 5th generation.

 

Traditionally, the 1st generation includes H.O.T. and others like Sechs Kies, Shinhwa, S.E.S., Fin.K.L, and g.o.d (debuting mainly in the late 1990s), the 2nd generation includes groups like TVXQ, SS501, Big Bang, SHINee, Girls' Generation, Kara, Wonder Girls (mainly debuting in the mid-2000s), and the 3rd generation includes globally loved groups like EXO, BTS, TWICE, and NCT (debuting from 2012 onwards).

 

▲ Members of K-pop girl group NewJeans are seen in this undated file photo provided by ADOR. (PHOTO NOT FOR SALE) (Yonhap)

 

The atmosphere of grouping those who debuted from 2020, like Aespa, IVE, NewJeans, Le Sserafim, and STAYC, as the 4th generation has been established.

 

However, with teams that debuted last year claiming to be the 5th generation, there arises a problem of only a 1-2 year gap with their 4th generation seniors.

 

An idol group representative promoting themselves as the 5th generation said, "4th generation groups debuted and immediately faced the COVID-19 situation, but we debuted as a new generation group when face-to-face events became possible after the pandemic ended."

 

This representative added, "Besides the shorter comeback cycles of idol groups compared to the past, there is a difference in that we pursue fresh and lively music compared to the previously intense music."

 

▲ In this photo provided by S2 Entertainment, K-pop girl group KISS OF LIFE members pose for photos at the media showcase for their new single "Midas Touch" in Seoul on April 3, 2024. (PHOTO NOT FOR SALE) (Yonhap)

 

However, there are strong counterarguments.

 

There is criticism that it is premature to talk about the 5th generation when 3rd generation groups like SEVENTEEN, NCT, and TWICE are still active. Moreover, there is skepticism about whether top stars have emerged to shake up the music industry and signal the start of a new generation, as H.O.T., TVXQ, EXO, and BTS did.

 

A famous music agency representative said, "How can we classify 4th generation teams as 5th generation when they are only a few years old? It seems meaningless. It appears that promoting new groups as the 'leading new generation' is a strategy to avoid competing with strong seniors from the 3rd and 4th generations."

 

Kim Do-heon, a popular music critic, also pointed out, "Although generational classification was initially used for convenience, it has now become a marketing term that is being excessively overused. K-pop groups are not like iPhones, which release versions 14 and 15. This phenomenon stems from the obsession with novelty and uniqueness."

 

Experts suggest that beyond simple 'generation classification,' groups need to arm themselves with unique stories and musicality.

 

Jeong Min-jae, a popular music critic, emphasized, "Just as Britney Spears or Selena Gomez have distinct characters and music that come to mind, K-pop groups need to showcase their unique colors through their works rather than focusing on generations."

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