CORTIS and LNGSHOT are testing a new kind of K-pop

CORTIS and LNGSHOT are emerging as rule-breakers in the K-pop idol scene. Courtesy of BIGHIT MUSIC, MORE VISION

Is the K-pop idol industry witnessing a new shift? At the very least, two rookie boy groups — CORTIS and LNGSHOT — are drawing attention by openly breaking with long-established genre formulas and proposing a different model of what an idol group can be.

CORTIS debuted last September with its first album, "COLOR OUTSIDE THE LINES," while LNGSHOT made its debut in January this year with the album "SHOT CALLERS."

They do not perform tightly synchronized choreography or build elaborate fictional universes designed to anchor group narratives and they avoid meticulously unified visual concepts — all of which are often considered standard K-pop practice.

CORTIS made this approach evident from the get-go, and refuse to rely on a conventional top-down production system. Instead, all members participate collectively in composing music, creating choreography and producing visual content — a structure the group has described as a "young creator crew." The emphasis is less on polish and more on experimentation.

LNGSHOT has taken a similar path. In its debut album, which moves across hip-hop, R&B and pop, members are directly involved not only in the music-making process but also in shaping performances and presenting their own ideas.

The result is a stage presence built around individual personalities and the chemistry between them, rather than rigid synchronization — a strategy clearly aimed at appealing to young audiences.

This departure from traditional idol norms is not limited to album production. On social media — now an essential arena for promotion — they are seen adopting an unconventional approach that foregrounds spontaneity.

Rather than showcasing carefully choreographed dance challenges and highly curated visuals like many other idol groups, CORTIS and LNGSHOT present candid moments and unscripted interactions, framing authenticity as a form of appeal.

The reaction from fans suggests success. CORTIS has even inspired a new word, "CORTIS-core," a newly coined term to describe something new, chill and carefree.

The spread of the term among younger audiences indicates that CORTIS is beginning to create a distinct identity of its own, and its debut album also performed better than expected on domestic and international music charts, suggesting that the creative gamble resonated with listeners.

LNGSHOT, though newer to the market, has also begun to carve out space through its genre-driven sound and emphasis on member individuality.

Together, the trajectories of CORTIS and LNGSHOT offer a hint that K-pop is shifting. As younger people are increasingly becoming the core consumer base of the market, groups that reflect their preferences are starting to gain traction.

Industry observers expect that more groups like CORTIS and LNGSHOT will emerge to challenge established idol conventions. Whether they will ultimately transform the current industry model remains to be seen.

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