From Billboard to Lollapalooza: What KATSEYE's success means for future of K-pop

KATSEYE, the global girl group jointly launched by HYBE and Geffen Records / Courtesy of HYBE

KATSEYE, the first global girl group jointly launched by HYBE and Geffen Records, is proving that K-pop’s next frontier may not be in Seoul but in the world’s major markets.

Backed by what HYBE Chairman Bang Si-hyuk has called the “K-pop methodology,” the group’s achievements suggest a new growth path for an industry that some say has reached saturation.

KATSEYE was formed through the audition program “The Debut: Dream Academy” and officially launched in June 2023 with the single “Debut.”

The “K-pop methodology” at the heart of their creation refers to exporting Korea’s production system abroad, keeping the DNA of K-pop while tailoring it to local music markets. It was proposed as an answer to concerns that K-pop’s explosive growth would inevitably slow.

As the first experiment in this strategy, KATSEYE’s trajectory has been closely watched. Their results are increasingly being seen as proof of concept.

From Billboard to Lollapalooza

In just over a year, KATSEYE has built an impressive track record. Its debut EP “SIS” entered the Billboard 200, while songs such as “Touch,” “Gabriela,” “Gnarly” and “Debut” became hits in the U.S.

Its second EP “Beautiful Chaos” has remained on the Billboard 200 for six consecutive weeks as of Aug. 16.

The group's live appeal is also undeniable. On Aug. 3, it appeared on the stage of Lollapalooza Chicago before an audience of about 85,000, an extraordinary achievement for a rookie group.

It has also been nominated for the 2025 MTV Video Music Awards, signaling its growing presence in the American market. Next, the group performed at Japan’s Summer Sonic 2025 on Aug. 16–17, underscoring its global reach.

KATSEYE’s momentum demonstrates that the “K-pop methodology” can widen the foundation of the industry. HYBE and Geffen have already announced plans to launch a second global girl group, with trainees undergoing a U.S.-based training camp and competition ahead of debut.

KATSEYE on stage at Lollapalooza Chicago in Grant Park, Aug. 3 / Captured from Instagram

Industry observers note that KATSEYE’s success could trigger a broader trend: groups rooted in K-pop but formed and trained abroad.

If such acts continue to score significant wins in international markets, K-pop may evolve into a broader cultural category, one less tied to geography and more defined by a distinctive system of training, production and fandom.

For now, KATSEYE’s rise suggests a meaningful shift is underway. How far this new model can take K-pop is a question the industry, and fans worldwide, will be watching closely.

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.