KATSEYE’s Original Name Indicates HYBE’s Intent to Compete with NewJeans

HYBE’s Formation of KATSEYE: A Shifting K-pop Landscape

In 2024, HYBE Entertainment introduced KATSEYE, a multinational girl group that has sparked considerable interest and discussion. Initially, the company toyed with various names, with significant contenders being “NEWCRAZY” and “KATSEYE,” as revealed in their behind-the-scenes documentary, Pop Star Academy: KATSEYE.

The Connection to NewJeans

While the name “NEWCRAZY” might not have garnered attention previously, recent insights from an internal HYBE report have brought it back into focus. The report discussed the term “New-I-LE,”which categorized NewJeans, IVE, and LE SSERAFIM as vanguards of K-pop’s fourth generation. However, a strategic shift emerged when HYBE replaced “IVE” with “ILLIT,” rebranding it as “HYBE’s New-ILL-LE.” This move indicates a possible intent to detach the narrative from NewJeans, hinting at an evolving identity within the K-pop sphere.

Shifting Perspectives in K-pop Fandom

The conversation among fans began to pivot towards the significance of ILLIT. The internal report called for reevaluating LE SSERAFIM’s position alongside iconic groups such as BLACKPINK, aespa, and IVE, recognizing them as million-selling artists within their initial week of album sales. This categorization not only underscores LE SSERAFIM’s commercial success but also creates a distinct separation from emerging fourth-generation groups.

Speculations on New Naming Strategies

In light of these developments, many fans theorize that the name “NEWCRAZY” might have served as a strategic replacement for NewJeans. The implications of this rebranding have not gone unnoticed, stirring significant debate within the fandom.

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Fan Reactions: A Mixed Bag

The recent revelations have prompted a flurry of comments from K-netizens, highlighting divergent sentiments:

“I find it bizarre how they’re attempting to usurp something that isn’t theirs, trying to mimic identities and usurp everything.”
“It’s so disheartening to see them latch onto the fans’ terminology like ‘New-I-LE aces’ out of desperation.”
“I thought KATSEYE had an uninspired name, but what on earth is NEWCRAZY?”
“They managed to exclude aespa from ‘New-I-LE’ but failed with NewJeans, leading to a bizarre strategy.”
“It’s almost comical how desperate they seem.”

These discussions reflect a growing awareness of the competitive dynamics at play within the K-pop industry as HYBE navigates its branding strategies amid an evolving landscape.