From ‘boyhood pop’ to ‘baby rock,’ K-pop’s new wave builds genre of its own

K-pop boy group RIIZE’s “emotional pop” tells a coming-of-age story through raw, personal music. Yonhap

As competition heats up in the saturated K-pop idol market, a new trend is emerging: groups are creating and naming their own musical genres to stand out. These “self-defined genres” are gaining momentum as a powerful strategy to build distinct musical identities and deepen fan loyalty.

In recent years, fourth-generation idol groups sought to differentiate themselves by creating elaborate fictional universes and storylines. These narrative-driven concepts served as a unique branding tool as well as a way to engage fans beyond the music itself through lore, characters and visual storytelling.

However, the craze around immersive world-building has begun to wane. As “easy listening” gains traction in the broader music landscape, the appeal of high-concept, lore-heavy music has declined.

Oversaturation, along with growing fatigue toward complex storytelling, has pushed the industry to look for a new way to differentiate groups.

Rookie girl group Baby DONT Cry introduces “baby rock,” blending playful charm with emotional depth. Yonhap

'Self-defined genres’

Stepping into this void are fifth-generation idol groups who are defining their own musical styles from the start, branding their sounds as unique genres.

Two leading examples are RIIZE and TWS, who introduced the terms “emotional pop” and “boyhood pop,” respectively, to describe their sounds.

RIIZE’s “emotional pop” emphasizes a raw, personal storytelling approach — music that chronicles the group’s coming-of-age journey. Their concept of a “real-time odyssey” captures the evolution of the members both as individuals and as a team.

TWS, on the other hand, coined “boyhood pop” to reflect their fresh and sentimental sound rooted in everyday moments. Their soft yet vibrant music reinforces their youthful image and creates a consistent sonic identity.

Other groups are following suit. NOWADAYS, recently rebranded as NOWZ, introduced their signature style, “days pop.” Inspired by their name, “days pop” refers to genre-fluid music designed to offer comfort and emotional resonance for listeners, breaking free from traditional genre boundaries.

Newer groups are also embracing the trend. Rookie girl group BabyDONTCry, which debuted last month, introduced “baby rock,” a playful yet emotionally grounded style that mirrors their bright visuals and core message of self-assurance and sincerity.

Genre identity beyond label

Some groups haven’t formally named a genre but have consistently developed a unique musical identity.

Girl group ILLIT, for instance, has experimented with genre-blending from the outset, mixing pop, R&B, scat vocals and French house elements. Their dreamy, quirky sound taps into the Gen Z sensibility, carving out a niche in the competitive K-pop landscape.

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