Self-defined genres are reshaping K-pop, offering idol groups a new way to stand out in a crowded industry. As competition intensifies, fifth-generation artists are steering away from complex storylines. Instead, they now craft signature sounds that reflect their identity and message.
In the past, fourth-generation groups often relied on elaborate fictional universes. These concepts used characters, lore, and storytelling to keep fans engaged. However, the hype around this narrative-driven branding has begun to fade. Fans now crave simplicity, and “easy listening” is taking over the charts.
Due to this shift, many groups are moving toward sound-based branding. Self-defined genres help idols build a consistent musical identity from debut. This trend also strengthens emotional connections between fans and artists.
Leading this shift are boy groups RIIZE and TWS. RIIZE describes its style as “emotional pop.” Their music tells personal stories, reflecting their real-time growth. Every song adds to their journey as individuals and a team.
Meanwhile, TWS introduced “boyhood pop.” Their songs highlight youthful moments and soft emotions. The group’s sentimental sound fits perfectly with their innocent and energetic image.
NOWZ, formerly known as NOWADAYS, also joined the movement. They call their genre “days pop.” This genre blends various musical styles to offer listeners comfort and warmth. By doing so, NOWZ breaks traditional genre boundaries.
New girl group BabyDONTCry added their own twist with “baby rock.” Their debut last month introduced a cheerful but emotionally grounded style. Their music reflects confidence, sincerity, and colorful visuals.
Some groups avoid labeling their style but still follow the trend. Girl group ILLIT blends pop, R&B, French house, and more. Their dreamy, offbeat sound taps into Gen Z’s love for quirky aesthetics. Even without a defined genre name, they’ve created a signature vibe.
Clearly, self-defined genres are transforming how K-pop groups express themselves. Fans now connect with artists through sound as much as image. This evolving strategy marks a major shift in K-pop’s creative landscape. Expect more groups to join the movement and craft sounds that reflect who they are — from debut onward.
