CORTIS’ success reflects what today’s K-pop market wants

The group CORTIS is reshaping the flow of the K-pop market in line with its stated ambitions. By breaking away from the conventional idol formula and debuting as a “young creator crew,” the group’s strategy has proven effective. CORTIS officially debuted last September with its debut album “Color outside the lines.” The group is the first new boy group launched by BigHit Music, a HYBE subsidiary, in six years since BTS and Tomorrow X Together (TXT). Even before its debut, CORTIS drew intense attention within and outside the industry simply by virtue of being a BigHit Music boy group. Given the lineage following BTS and TXT, expectations were high for a familiar BigHit Music-style idol group. However, CORTIS defied those expectations by presenting a completely different concept and direction from older groups. As reflected in the group name — formed by irregularly extracting six letters from the phrase “Color outside the lines” — CORTIS’ core value is freedom. True to the meaning of thinking freely beyond standards and rules set by the world, the group chose to differWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times