K-pop girl groups, once the backbone of the industry, are struggling to keep their momentum in 2025. While acts like aespa and IVE remain strong, many others have failed to chart or gain significant attention.
According to data from the Korea Music Content Association, only four girl groups made it into the weekly Top 10 between January and late June.
IVE’s “Rebel Heart” and “Attitude” reached No. 1 and No. 7, while aespa’s 2023 release “Drama” continued to perform well. Other tracks like “Sheesh” by Babymonster and “Hot” by Le Sserafim made brief appearances but faded quickly.
This marks a sharp contrast to 2023, when girl groups like NewJeans, Le Sserafim, IVE, aespa, and FIFTY FIFTY regularly dominated major charts.
In 2025, newer acts like ILLIT, H4T4, and KIKI have struggled to gain traction, and even returning names like FIFTY FIFTY and Young Posse have seen limited success.
Album sales show similar results. Only two girl groups — i-dle and IVE — passed the one million mark in first-week sales. Others, like Le Sserafim, ITZY, and NMIXX, saw drops or flat performance compared to earlier releases.
Why the Decline?
Experts suggest several reasons:
Public fatigue from controversies, including the well-known feud between HYBE and former ADOR CEO Min Hee-jin, has impacted groups like Le Sserafim and ILLIT.
A general shift in audience interest toward solo acts, co-ed groups, and bands.
Changing consumption habits, with fans engaging more through short-form content and challenges rather than traditional music releases.
“Popular girl groups played it safe this year, and that failed to attract attention,” said music critic Jung Min-jae. Another critic, Lim Hee-yoon, added that fans are now discovering music through new platforms and not just charts.
Meanwhile, rookie co-ed group Allday Project topped Melon’s daily chart with debut single “Famous,” signaling growing interest in non-traditional K-pop formats.
Whether this is a temporary dip or a long-term shift, the K-pop girl group scene in 2025 is not what it used to be — and the spotlight is now shining elsewhere.
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