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K-pop girl groups face off — who takes the crown?
K-pop girl group NMIXX / Courtesy of JYP Entertainment
By Pyo Kyung-min
K-pop's "Big Four" entertainment powerhouses are at it again, and this time it's their girl groups taking center stage.
SM Entertainment's Hearts2Hearts, YG Entertainment's BABYMONSTER, JYP Entertainment's NMIXX and LE SSERAFIM from HYBE Labels all dropped new releases this fall, sparking a surge of competition that has put the K-pop scene into overdrive.
Each group mirrors the sound and spirit of its label, and together they're shaping what the upcoming phase of K-pop power may look like.
SM's study in control
SM's eight-member rookie group Hearts2Hearts released its first mini-album "FOCUS" on Oct. 20, and its arrival was nothing short of explosive. The record sold 408,880 copies in its first week, the highest-ever debut-week sales for a girl group's first album.
The title track "FOCUS" carries SM's signature sheen: a sleek house rhythm, a vintage piano riff and an addictive looping melody that feels as precise as it is hypnotic. The vocals are layered and atmospheric, exactly the kind of refined sound that's defined SM's lineage from Girls' Generation to SHINee. Longtime hitmaker KENZIE, who wrote for many of those acts, crafted the track, giving it the kind of polish only SM can deliver.
Visually, Hearts2Hearts opted for sophistication over spectacle. The members appeared in coordinated gray Thom Browne-style school uniforms, a clean, youthful concept that's both age-appropriate and instantly iconic. For a group composed entirely of minors, it was a striking reminder that style doesn't have to sacrifice maturity.
If the group's earlier singles "The Chase" and "STYLE" hinted at where it was headed, "FOCUS" makes Hearts2Hearts' direction unmistakable: sharpened group choreography, subtle melodies and a quietly confident tone that signals SM's newest flagship act is cementing its identity — fast.
The members of K-pop girl group Hearts2Hearts perform during a press showcase at the BlueSquare Theatre in Seoul's Yongsan District, Oct. 20. Courtesy of SM Entertainment
YG's firepower
While SM delivered icy finesse, YG came in blazing.
BABYMONSTER, currently performing as a sextet while vocalist Rami is on hiatus, was the first of the big three rookies to return this season. On Oct. 10, the group released its second mini album "WE GO UP" and quickly ignited global attention.
The music video racked up 104 million views by Monday noon, debuting at No. 3 on YouTube's Global Daily Chart before soaring to No. 1 on the Worldwide Trending list as the most-watched video in 24 hours of release. The world clearly couldn't get enough of YG's latest export.
K-pop girl group BABYMONSTER / Courtesy of YG Entertainment
Musically, "WE GO UP" leans into YG's core identity — bold hip-hop grounded in performance power. The song opens with commanding verses from the group's rappers Ruka and Asa, whose quick, assertive flow sets the track's tone. Every member delivers with the kind of confidence that defines YG's sound, live vocals that cut through, stage presence that doesn't waver. Considering that some members are as young as 16, their composure is nothing short of impressive.
One of the group's standout moments comes from Ahyeon, whose powerhouse high notes and whistle tones at the song's climax command attention. She is already an ace of the group, but also the kind who could become a generational talent once her spark fully matures.
While BABYMONSTER may be seen as the spiritual successor to BLACKPINK, its new track shows the rookie group carving out its own identity with swagger and skills that few peers can rival.
JYP's payoff after patience
Then there's NMIXX, the veteran among the three companies currently three years into its career — and finally getting the recognition that's long been overdue. Despite being praised for strong vocal skills and commanding dance performances, the six-piece group had yet to score major traction on local music charts, sparking talk that JYP's once-dominant girl group streak might be fading.
Then came "Blue Valentine," NMIXX's first ambitious full-length release.
Unveiled on Oct. 13, the title track of the same name has become the group's long-awaited breakthrough, propelled by word-of-mouth acclaim for its members' strong live performances.
A dynamic pop track that shifts tempo and rhythm throughout, "Blue Valentine" mixes synth textures, guitar riffs and a steady boom-bap undercurrent. It's a complex song for a normal girl group to pull off, one that demands extreme performance precision.
But NMIXX does it effortlessly, with performances that radiate both skill and matching confidence.
The group's persistence finally paid off. Within 24 hours of release, "Blue Valentine" debuted at No. 85 on Melon's daily chart, later climbing to No. 11 on the Top 100 and No. 1 on the Hot 100, surpassing 1 million streams in a single day. The group also topped Apple Music's Top Album charts in Korea, Hong Kong, Kazakhstan and Singapore.
The group's growing presence on variety shows and viral short-form digital platforms has additionally helped bridge the gap between talent and public recognition, setting the stage for the group's next step: NMIXX's first world tour, beginning in November at Incheon's Inspire Arena.
K-pop girl group LE SSERAFIM / Courtesy of Source Music
HYBE's flavorful rebound
LE SSERAFIM also joined the rush last Friday with its provocatively titled single "Spaghetti (feat. j-hope of BTS)." The Source Music quintet may not be HYBE Labels' youngest, but it's proven once again to still be the company's most daring.
Arriving seven months after its last release, "Spaghetti" pushes the boundaries of LE SSERAFIM's image even further. Built around a messy metaphor that turns the simple dish into a symbol of self-expression, the track feels raw and unfiltered.
Both the message and visuals lean bolder and more explicit, with the group ditching the typical "idol pretty" in favor of something edgier. With orange hair, bleached brows and some attitude, LE SSERAFIM looks and sounds like a group fully embracing artistic chaos — even more so than in its earlier single "CRAZY."
Members Sakura and Huh Yun-jin contributed to writing and composing the track, while j-hope of K-pop juggernaut BTS adds a touch of grit through his rap feature.
Beneath the noise, there's also some bite. The lyrics double as a sly response to online critics who've trailed the group since its Coachella performance and HYBE's internal feud last year. With lines like "Bad bxxxx in between your teeth" and the audacious "eat it up," the group flips scrutiny into power, turning hate into art.
The risk is paying off. The single entered iTunes Top Songs charts in 81 regions, including the U.S. and U.K., topping charts in 55 countries such as Austria, Brazil, and Japan. On Spotify, it racked up 2.7 million streams in a single day, debuting at No. 22 on the Global Daily Top Songs chart.
Critics have compared its unapologetic flair to global girl group KATSEYE's smash hit "GNARLY," noting that LE SSERAFIM’s mix of pop accessibility and wit is winning both controversy and praise.