LE SSERAFIM and New Jeans’ beautiful companionship, HYBE is now a “Girl Group Master”

HYBE, the “Absolute Powerhouse of Boy Groups,” has even won the title of “Girl Group Master.”

HYBE is boasting a solid lineup of boy groups leading K-pop, including BTS, SEVENTEEN, TOMORROW X TOGETHER, and ENHYPEN. On top of that, fromis_9, which was recruited last year, got successfully succeeded by LE SSERAFIM and New Jeans this year, which leads to a perfect girl group lineup despite it being considered relatively weak compared to boy groups. As both categories is doing well evenly, HYBE is able to expand its more balanced wings.

LE SSERAFIM, a member of Source Music, has been attracting attention as the first girl group to debut in HYBE. Source Music became a member of HYBE through a merger with Big Hit Entertainment, the predecessor of HYBE, in 2019. LE SSERAFIM received attention even before their official appearance in public as they debut under the partnership between HYBE and Source Music, the agency that made history for small and medium-sized agencies with GFriends. On top of that, Sakura and Kim Chae-won from the group IZ*ONE also confirmed to join, drawing attention from K-pop fans around the world even before their debut. 

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The keen interest in LE SSERAFIM upon their debut proved to be a success. LE SSERAFIM’s first mini-album “FEARLESS” recorded 380,000 pre-orders and set a new record among debut albums of all girl groups as of May 9th, recording 307,450 initial copies sold. At that time, LE SSERAFIM was the only female idol group to surpass 300,000 copies sold for the first album.

The title song of the same name, “FEARLESS,” entered the global Spotify “Daily Top Song” chart at 171st on May 3rd, setting a record as the fastest to enter the chart among all girl group debut songs, and this record has not yet been broken. In addition, the music video for “FEARLESS” set a record of surpassing 10 million views in the shortest time and 100 million views in the shortest time among all girl group’s music videos this year. 

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LE SSERAFIM is the team with HYBE’s most brilliant formula for success. The tips and experiences HYBE has accumulated over the years, including sincere music containing the members’ thoughts, communication with fans using the global fandom life platform, simultaneously targeting of both domestic and foreign markets, and tightly planned concepts, blossomed perfectly for the team. Thanks to the launch of LE SSERAFIM, HYBE was able to establish itself as an emerging powerhouse in the girl group market. 

Following the positive atmosphere, New Jeans, which belongs to HYBE’s label ADOR, immediately launched their debut project in July. New Jeans, called “Min Hee-jin Girl Group,” keep secret not only its team name, but also the number of members, the members’ faces, and concepts until just before their debut, pushing public curiosity to its peak. Then, on July 22nd, the music video for the first title song “Attention” of their debut album was released, solving all these questions at once. New Jeans gave the music industry a fresh shock by dropping a heavy counter punch before they even jabbed.


It has been less than a month since their debut, but the record set by New Jeans is already out of reach for the rookies league. Their debut album “New Jeans” surpassed 311,271 initial copies sold, breaking the initial record of girl group debut albums set by LE SSERAFIM. As all four songs on the album occupied the top of the domestic music charts, the music market also became “The World of New Jeans.”

New Jeans boldly put forward 3 title songs when rookies should focus all their promotions on just one debut song. And their challenges have been successful, shaking the existing K-pop formula. HYBE and ADOR, including the release of an album without any teaser, 3 title songs, and 8 music videos, have left another story of success, variating their established success formula.   


LE SSERAFIM and New Jeans, who have emerged as strong players in the girl group battlefield, have many other interesting things besides being members of HYBE Labels. The members of New Jeans are known to have been cast and trained as Source Music trainees before the establishment of ADOR. Two teams, which could have become “sister groups” under one label, now compete in good faith under different labels.

With these two teams competing beautifully and growing the size of the current girl group market, HYBE’s stock price has risen. At the same time, HYBE was able to put in use a wider winning plan as it succeeded with conflicting strategies.

Source: daum

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