K-Pop's Big 4: 2026 Generation Shift

In the first half of 2026, the K-pop market moved towards a generational shift, despite comebacks from legendary artists like BTS, who returned as a full group, and BIGBANG, celebrating their 20th anniversary. HYBE, even during BTS's hiatus, maintained a stable multi-label system through the activities of junior groups such as COURTISE, ILLIT, and CATS EYE. SM announced aespa's comeback, building on the growth of NCT WISH, while YG sought a rebound with BABYMONSTER and TREASURE, officially announcing the debut of a new boy group and NEXTMONSTER. JYP also strengthened its lineup by introducing 5th-generation boy groups like Xdinary Heroes and Kickflip, following ITZY and NMIXX.

HYBE focused on building its 4th and 5th generation lineup during BTS's military service period. COURTIS, a 5th-generation group that debuted after BTS's direct juniors, TOMORROW X TOGETHER, is leading K-pop trends with the title "Young Kk" (Young Creator Crew). The growth of TUWUS, SEVENTEEN's juniors, and BOYNEXTDOOR, led by Zico, is also drawing attention. While LE SSERAFIM remains strong, BELIFT LAB's ILLIT showed signs of moving away from the "NewJeans risk" with their charm targeting the teenage fandom. Overseas, &TEAM and HYBE UMG's CATS EYE proved their global influence by winning the American Music Awards and being nominated for the Grammy Awards' Best New Artist.

The teams that stood out the most in the first half of the year were COURTIS and ILLIT. COURTIS succeeded in differentiation through their musicality centered on members with songwriting skills, a hip sensibility that highlights raw charm, and visuals and performances targeting Gen Z tastes. They achieved remarkable results in less than a year since their debut, topping the Melon chart and entering the top 3 of the US Billboard 200 chart. Despite the "plagiarism issue," ILLIT is carving out their own narrative and expanding their musical spectrum by incorporating 1990s techno rhythms. Their mini-album 'It's Me' recorded a career high, surpassing 400,000 initial sales.

SM Entertainment is accelerating its generational shift. While SHINee and EXO showcased their continued strength with full group comebacks, NCT is entering a period of change. The departure of key member Mark is expected to impact the direction of the NCT system, and SM is placing its hopes on the growth of its 5th-generation lineup, NCT WISH. NCT WISH is positively influencing fandom expansion by emphasizing liveliness, freshness, and friendly charm rather than strong masculinity. aespa, which resumed activities in May, once again proved their presence with their refreshing summer song "Lemonade" from their new album. SM plans to continue active promotions in the second half of the year through comebacks and world tours by artists such as Taeyong, SHINee, RIIZE, HATSUNE MIKU, Taeyeon, NCT 127, Red Velvet, and WayV, as well as concerts.

YG Entertainment has opened a new chapter for generational change, based on its mega IPs BIGBANG and BLACKPINK, its active IPs TREASURE and BABYMONSTER, and its future IPs, a new 5-member boy group and the girl group NEXTMONSTER (tentative name). BIGBANG is continuing their journey as K-pop legends, preparing for the Coachella stage, a new album, and a world tour to mark their 20th anniversary. BLACKPINK proved their global influence with their comeback album, reaching 8th place on the Billboard 200 chart. BABYMONSTER has established itself as YG's core project with their mini-album 'Bae', and is preparing for a new single release and their second world tour in June. TREASURE plans to inherit the YG style of hip-hop through their partnership with US Columbia Records. YG's next challenge is the successful launch of a new boy group and NEXTMONSTER, with Yang Hyun-suk participating in the overall production.