In 2025, K-pop girl groups are experiencing a significant decline: Could this mark the beginning of a new era?

In the first half of 2025, K-pop girl groups are facing a decline on Korea’s major music charts. Despite their big-budget comebacks, groups like (G)I-DLE, ILLIT, and LE SSERAFIM have struggled to maintain lasting positions in the top ranks. Only IVE and aespa have managed to stay in the top 10 with their songs “Rebel Heart” and “Whiplash,” respectively.

According to data from the Korea Music Content Association, only four girl groups made their way to the weekly top 10 between January and June 21. This marks a significant decrease from 2023, when names like NewJeans, STAYC, FIFTY FIFTY, and others were consistently charting.

In a surprising twist, co-ed rookie group ALLDAY PROJECT debuted at No. 1 on Melon’s daily chart with their song “Famous,” signaling a shift in audience preferences towards co-ed groups, soloists, and unconventional acts. While some groups like BABYMONSTER and NMIXX had brief moments of success, many struggled to maintain momentum. Even with heavy promotion, mid-tier debuts like Hearts2Hearts and KiiiKiii saw disappointing results.

The decline in album sales reflects this trend, with IVE’s Attitude album seeing a drop of over 260,000 units compared to their previous release. LE SSERAFIM’s Crazy album also fell from 970,000 to 670,000 units. While (G)I-DLE’s Good Thing showed a slight increase in sales, the overall numbers indicate a slowdown.

Industry experts attribute the decline to various factors such as political fatigue, the HYBE-ADOR feud, and changing entertainment habits. Short-form video content, OTT platforms, and sports programming are capturing more attention, diverting focus from traditional idol promotions. “Music is now consumed in 15-second clips,” noted one critic, highlighting the appeal of soloists and groups that align better with these evolving trends.

Opinions among fans are divided, with some acknowledging the cooling trend of girl groups while others argue that newer groups are still gaining loyal followings. As the K-pop landscape continues to evolve, girl groups must adapt to the changing industry dynamics or face the risk of being left behind.