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| yna@yna.co.kr 2026-07-21 14:49:21
SEOUL, July 21 (Yonhap) — What began as a viral internet meme has propelled girl group Rescene from relative obscurity to the top of the charts, music show victories and major commercial opportunities, marking one of K-pop's rare recent success stories for a group from a smaller agency.
As the K-pop industry has become increasingly dominated by major entertainment companies, Rescene's rise is being welcomed as a refreshing example of an "underdog" breaking through.
◇ From viral meme to No. 1
The group's breakthrough began in March, when member Minami, appearing in a "gyaru" (Japanese fashion and makeup) concept on leader Woni's YouTube channel, shouted the now-viral catchphrase, "Geoje Ya-ho!"
The meme quickly spread online, drawing widespread attention to the group.
Their August 2024 release "Love Attack" subsequently climbed back up the charts, eventually reaching No. 1 on Melon's Top 100 chart.
Rescene's remake of KARA's hit "Pretty Girl," released on July 8, also quickly entered the upper ranks of the chart, while earlier songs "Deja Vu" and "Runaway" experienced renewed popularity.
The group earned its first music show trophy with "Pretty Girl" on SBS Life's The Show on July 14.
Their growing popularity has since led to appointments as promotional ambassadors for several local governments, including Geoje, endorsement deals with a major pizza brand and appearances on popular television variety programs.
◇ Popularity backed by numbers
The group's momentum has been reflected in streaming and search data.
The number of Melon users searching for Rescene increased more than 65-fold after the meme went viral.
As of late last month, streams of "Love Attack" had surged 2,019 percent compared with February, when the group's YouTube channel was launched, while the number of listeners rose 977 percent over the same period.
Industry observers say the meme may have sparked interest, but Rescene's sustained success stems from more than internet virality.
Rather than cultivating an air of mystery, the members have built a reputation for authenticity through casual YouTube content, live rehearsal videos featuring handheld microphones and emotional encore performances after winning their first music show.
Music critic Lim Hee-yun said the "Geoje Ya-ho" meme served as a trigger that introduced Rescene to people beyond the typical K-pop fan base, while the group's existing music and content helped sustain the public's interest.
Musically, Rescene has also differentiated itself by embracing melody-driven dance-pop reminiscent of earlier generations of K-pop girl groups, offering a contrast to the EDM-heavy sound favored by many current acts.
◇ Can another Rescene emerge?
Rescene joins a list of K-pop acts whose careers were transformed by unexpected viral moments.
EXID's "Up & Down" surged up the charts in 2014 after a fan-recorded performance video went viral. GFRIEND gained nationwide attention in 2015 after a video showed the members repeatedly slipping on a rain-soaked stage while continuing to perform. Brave Girls experienced a dramatic resurgence in 2021 after videos of soldiers enthusiastically singing along to "Rollin'" spread online. In 2023, FIFTY FIFTY's "Cupid" became a global hit through TikTok, eventually entering Billboard's Hot 100.
All of these groups used viral exposure to revive or elevate previously released music, creating compelling underdog narratives.
Still, industry experts say replicating Rescene's success has become increasingly difficult.
With K-pop's global expansion, expectations for music and visual production have risen sharply, driving album production costs significantly higher. Industry estimates put the cost of producing a single album — including a music video — at roughly 1.5 billion to 3 billion won (US$1.08 million-$2.16 million).
This has strengthened the competitive advantage of large agencies with the resources to invest heavily in production quality and marketing, making it harder for smaller companies to gain visibility.
The South Korean government has sought to address the imbalance through its support program for small and mid-sized entertainment agencies, which currently provides about 3 billion won annually to 10 agencies. Officials are considering nearly doubling the program next year. This year's beneficiaries include Rescene, with funding used for album production, music videos and overseas marketing.
Kim Jung-seop, a professor of cultural industries at Sungshin Women's University, said lower-cost production environments and greater broadcasting opportunities for artists from smaller agencies are essential to fostering more success stories.
He also stressed that government support should be allocated through rigorous expert evaluation to maximize its effectiveness and suggested exploring additional financing through public policy lenders and private investment.
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