aespa’s Rise to Dominance: Outperforming NewJeans and IVE as the Leading Girl Group

In a noteworthy recognition, TIME magazine hailed aespa, the K-pop girl group from SM Entertainment, for its innovative approach which merges virtual and real-world experiences. Since their emergence, aespa has made significant strides in the music industry, now recognized as a leading force among K-pop girl groups just four years post their inception.

The achievements of aespa in 2023 have been remarkable, particularly with the release of their first full-length album, Armageddon, in May, and their most recent mini-album, Whiplash, last month. Both albums surpassed one million copies sold within the first week, marking a remarkable streak of five consecutive million-seller albums. Notably, the title track “Supernova” from their full album held the top position on the Melon Weekly Chart for a record-setting 15 weeks, the longest in its history since 2004, and remains a chart contender today. Their latest singles “Whiplash” and leader Karina‘s solo track “Up” have also proven popular, securing spots in the top five, even when facing stiff competition from big names like Rosé and G-Dragon. This success has enabled aespa to widen the gap with other formidable girl groups of the era, including NewJeans, IVE, and LE SSERAFIM, collectively referred to as the “Newar” generation.

Transitioning to a Multiverse Identity

As a four-member group—comprising Karina and Winter from Korea, Ningning from China, and Giselle from Japan—aespa has navigated a challenging path. The group has embraced a refreshing departure from the traditional K-pop formula and has successfully addressed an identity crisis resulting from the exit of their former general producer, Lee Soo-man.

Music critic Jeong Min-jae assessed their evolution, stating, “Initially, their fantasy-oriented concept risked being too niche. However, with the release of ‘Next Level,’ aespa clearly defined its unique musical identity, achieving a blend of widespread appeal and innovative concepts in their subsequent work.”

Initially integral to Lee Soo-man’s overarching “SM Culture Universe” (SMCU), aespa’s narrative had to adjust after his departure, transitioning from the “Kwangya Universe” to a newly coined “Multiverse Universe,” marking an exciting “Season 2” for the group. Their unmistakable metallic sound and fantastical elements continue to shape their identity. Choi Sung-woo, SM’s general director, elaborated on this shift, noting, “We recalibrated the concept to enhance its public accessibility while retaining its signature elements. The members showcased remarkable expressive capabilities and adaptability, contributing to their success.”

Critic Kim Do-heon explained how aespa has creatively navigated its identity, stating, “In the absence of their original universe, aespa redefined their narrative with relatable references, reinforcing their branding as ‘mystical beings,’ which has resonated with both mainstream listeners and dedicated fans alike.”

Innovative Style and Performance as Brand Pillars

Through a fusion of unique music, compelling concepts, striking visuals, and captivating performances, aespa has further solidified its brand. According to SM’s Performance Directing Lab, responsible for aespa’s choreography, “Our focus is on encapsulating the overarching narrative and dramatic progressions of the music, often employing challenging moves to convey the auditory experience visually.”

Strengthening Popularity Through Individual Growth

With their careers progressing, each member of aespa has showcased unique strengths, broadening their appeal and enhancing their fanbase. Jeong Min-jae observed, “Initially, Karina and Winter were the primary faces of the group, but Ningning and Giselle have since developed distinct charismas that have amplified interest in aespa as a whole.” An executive from a K-pop agency echoed this sentiment, remarking, “Their innovative concept, top-tier production quality, and the well-rounded talents among the four members distinguish them as an extraordinary girl group.”

Navigating Global Market Challenges

As aespa gains momentum, it emerges as a formidable contender in the global realm, often seen as a potential successor to BLACKPINK. They have consistently placed six albums on the Billboard 50 and held concert performances at Tokyo Dome in Japan for two consecutive years. Nonetheless, their international expansion remains predominantly focused on Japan. Kim Do-heon pointed out, “While they dominate the domestic scene regarding popularity and potential, their global outreach has lagged slightly, with fewer participation in key international festivals and a delayed world tour. To secure their future, broadening their global reach is crucial.”

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