K-pop’s harsh truth: Only big-label groups survive — PURPLE KISS announces disbandment

PURPLE KISS / Xportsnews

Girl group PURPLE KISS has announced its disbandment just three weeks after releasing a new single, adding to the growing list of K-pop groups unable to reach the industry’s symbolic seven-year mark.

On Aug. 4, their agency RBW announced on its official website that PURPLE KISS will officially end group activities in November. The group, which debuted in 2021, is disbanding after four years.

Despite the disbandment, the members will remain active until November, with a slate of final activities that include an English-language album, promotions in Japan, a North American tour, and a concert in Korea. For fans, the announcement offers a small silver lining: a grace period to say goodbye to their idols.

The news came as a shock to many, as PURPLE KISS had just released their second album July 16 and had been actively promoting it. Over the years, the group built a distinctive identity with tracks like "Zombie" and "Nerdy," showcasing a wide range of concepts and artistic growth. The fact that their journey ends before reaching the seven-year milestone has left fans disappointed.

From top, Weekly, Everglow, Rocket Punch, and Cherry Bullet / Xportsnews

PURPLE KISS joins a growing list of girl groups that have disbanded before hitting the seven-year mark, long considered a key milestone in K-pop due to standard contract lengths.

In February, IST Entertainment’s girl group Weeekly ended their exclusive contracts after five years. Known for their youthful “teen crush” concept and hit song "After School," Weeekly had initially made a strong impression in the K-pop scene. However, despite experimenting with various styles, the group ultimately went their separate ways.

Everglow, under Yuehua Entertainment, debuted in 2019 and built a strong following with high-energy tracks like “Bon Bon Chocolat,” “Adios,” “DUN DUN,” and “FIRST.” The group’s contract also ended earlier this June, marking their disbandment after six years.

Last year saw similar cases with Rocket Punch under Woollim Entertainment and Cherry Bullet under FNC Entertainment, both of whom had released music regularly and built steady fanbases. Given that these groups were backed by mid-tier agencies with past successes, their premature disbandments — despite not reaching the seven-year contract limit — left fans with a bitter aftertaste.

With contract terminations happening earlier than ever, even reaching the so-called “7-year curse” now feels like a milestone. As the industry becomes increasingly dominated by major agencies with vast capital and influence, concerns over deepening polarization in K-pop continue to mount.

This article from Xportsnews is translated by a generative AI system and edited by The Korea Times.