How K-Pop Learned To Market The Girl Group

— songs like “Ugly” and “Lonely,” vulnerable musings on self-worth and insecurities, endeared 2NE1 to an entire generation of women.

That phenomenon is an emphasis on an assertive sense of femininity — pretty and savage, bold and beautiful. The new wave of girl groups that debuted in K-pop’s third generation, Red Velvet, Mamamoo, and Blackpink, all embody those qualities and were created with a different demographic in mind. Largely, “more Western [and] more women,” says Young-dae Kim.

is one such group whose plucky attitudes and catchy melodies resonate with young women around the globe. “They don’t purposefully act like an alpha girl or a strong, Blackpink-type,” Young-dae Kim says. “But everyone knows. Everyone can feel that they’re charming yet strong, independent girls.” According to Jung-won Kim, STAYC’s popularity began among teenage girls.

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