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

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 fandom loyalty. In recent years, fourth-generation idol groups sought to differentiate themselves through elaborate fictional “universes.” These narrative-driven concepts served not only as a unique branding tool, but also 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 increasing fatigue toward convoluted storytelling, has pushed the industry to look for a new formula for differentiation. 'Self-defined genres’ Stepping into this void are fifth-generation idol groups who are defining their own musical styles from debut, branding them asWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times