HYBE is facing increasing criticism as fans notice striking similarities in recent releases from its girl groups, including KATSEYE, LE SSERAFIM, and ILLIT.
Although each group promotes a different concept, their latest songs share a noticeably similar structure, leading to debate about whether the company is prioritizing a formula over individuality.
Across recent releases, a pattern has emerged: techno-pop production, chant-driven hooks, and anti-drop choruses that replace traditional melodic climaxes.
KATSEYE’s “Pinky Up” embraces an aggressive club sound, while LE SSERAFIM’s “Celebration” delivers a more emotional narrative over a similar sonic base. ILLIT’s “It’s Me” follows closely behind, reinforcing the same structure despite their previously distinct “magical girl” identity.
This consistency suggests a deliberate strategy one that aligns with current global music trends but risks sounding repetitive.
The shift reflects a broader change in K-pop, where songs are increasingly built for short-form platforms like TikTok and YouTube Shorts. Repetitive hooks and simplified structures make tracks easier to consume and share, often leading to quick viral success.
However, this approach can come at the cost of musical depth. Instead of memorable melodies, listeners are left with fleeting “moments” optimized for performance clips and dance challenges.
For groups known to have strong vocalists, this formula raises additional concerns. Members like Huh Yunjin have demonstrated impressive vocal ability, yet these song structures offer limited space to showcase it.
As chant-heavy choruses replace melodic highlights, the very strengths that distinguish these artists risk being underutilized.
The biggest issue may not be the music itself, but what it represents. As more songs follow the same blueprint, fans are beginning to recognize a unified “HYBE sound” rather than distinct group identities.
For newer acts like KATSEYE, this direction may feel like a natural evolution. But for groups like LE SSERAFIM and ILLIT who had already established clear musical identities the shift can feel like a dilution of their core appeal.
HYBE’s strategy highlights a key tension in modern K-pop: balancing viral success with artistic individuality. While the current formula may deliver short-term results, overreliance could weaken long-term fan engagement.
Sources: Daum | 텐아시아
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