K-pop girl group BABYMONSTER / Courtesy of YG Entertainment
Approaching its second anniversary, K-pop girl band BABYMONSTER is struggling to establish itself as YG Entertainment’s definitive flagship act.
The group’s momentum has been hindered by inconsistent recent releases and the agency’s launch of a massive new audition project.
The seven-member multinational group debuted amid high expectations in 2024. As YG’s first new girl group since BLACKPINK, the highly promoted trainees initially stumbled with the 2023 pre-debut track “Batter Up.” Released without member Ahyeon, the track underperformed and faced criticism for a dated concept.
YG pivoted by bringing Ahyeon back for the group’s official debut in early 2024. The strategy paid off immediately. The group’s first mini-album, “BABYMONSTER,” sold more than 400,000 copies in its first week. This set a record for the highest first-week sales of a K-pop girl group debut album at the time.
The group gained traction with the title track “Sheesh” and the subsequent full-length album lead “Drip.” Both releases shed the criticized elements of “Batter Up.” They earned praise for showcasing YG’s signature trendy hip-hop vibe, leading observers to believe the group was solidifying its musical color.
However, that upward trajectory stalled last year with the single “Hot Sauce.” The track attempted a shift to an old-school, kitsch concept, but was widely criticized as dated. Their subsequent second mini-album, “We Go Up,” also failed to produce results that met market expectations.
Yang Hyun-suk / Courtesy of YG Entertainment
While the group still has time to rebound, it faces mounting pressure following YG’s recent announcement of the “2026 YG Special Audition: Go! Debut.” YG founder Yang Hyun-suk is spearheading the audition, aimed at “discovering large-scale rookies to succeed BIGBANG and BLACKPINK.”
BLACKPINK is currently signed to the agency exclusively for full-group activities. This leaves YG without a dominant flagship group outside of TREASURE and BABYMONSTER. The aggressive push to find a BLACKPINK successor creates an awkward environment for BABYMONSTER, originally hyped as “the second BLACKPINK.”
Despite these strategic missteps, the group’s foundational talent remains highly regarded. Industry consensus suggests the members possess exceptional vocal and visual skills. With conceptual production tailored to highlight their capabilities, BABYMONSTER still retains the potential to establish an unrivaled position in the fifth-generation market.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.