2023 marks a tumultuous milestone for YG, especially when the deadline to re-sign with BLACKPINK comes.

But, even those changes are not as good as the developments in the contract with BLACKPINK . On August 8, the global girl group officially celebrated its 7th year of establishment, meaning the deadline for re-signing has come. At that time, BLACKPINK was still on the Born Pink World Tour schedule . After the last show in Seoul on September 16, the contract issue became a media fever, attracting the attention of large fandoms around the world. According to the latest announcement in the financial report dated November 14, YG is still negotiating contracts with BLACKPINK members.

At 0:00 on January 1, 2023, YG opened the new year by announcing the female rookie project BABYMONSTER.

At 0:00 on January 1, 2023, YG opened the new year with information that caught the attention of the entire entertainment industry – the launch of the female rookie project BABYMONSTER . Although it was announced on the first day of the year, 11 months later, YG completed the debut product for the new girl group to officially launch to the public. However, 7 potential trainees have been “named” in all media. BABYMONSTER is receiving more public attention than ever as the next generation of the global girl group BLACKPINK.

Ability to replace BLACKPINK

BLACKPINK’s re-signing situation has not yet been resolved, but YG has finalized the launch date for rookie BABYMONSTER on November 27. The new girl group includes 7 members: Ahyeon, Ruka, Pharita, Asa, Haram, Rora and Chiquita, ranging in age from 14 – 20 and of mixed nationality. According to the latest update, YG has not revealed any further information about the debut product, just released visual photos for two members Chiquita (the youngest member from Thailand) and Asa (Japan).

BABYMONSTER’s debut lineup

Through the first images, it can be seen that BABYMONSTER has a clear direction, investing heavily in the look with branded outfits, luxurious – genuine – smooth appearance, personality and youthfulness typical of YG. The music product is also rumored to be in the direction of vibrant Hip-hop, promising to create a trend like BLACKPINK did. Even though they haven’t debuted yet, BABYMONSTER has soon been called a “monster rookie” thanks to a solid launch pad from YG.

YG is gradually releasing official debut images for BABYMONSTER members, the MV will air on November 27.

This entertainment empire’s performance in building girl groups has never disappointed fans, especially after BLACKPINK’s global success. But that also creates a lot of pressure for BABYMONSTER. The media constantly raises questions about whether the new girl group is capable of replacing BLACKPINK’s “trump card”.

The media constantly raises questions about whether the new girl group is capable of replacing the “trump card” BLACKPINK

In terms of talent, YG has rigorously selected and trained 7 faces who are considered to have outstanding skill sets. Many bright elements such as Ahyeon, Chiquita,… are expected to be the “new generation” Jennie and Lisa. With a 7-member lineup, YG easily balances the roles of the girls in the group. Among them, Ahyeon is considered an “all-rounder” because she sings – raps – dances all perfectly.

Ahyeon – Chiquita is hoped to be the “new generation” Jennie – Lisa

Haram has a good, unique voice. Asa and Ruka can both take on the main rap role and Chiquita shows off her strength in dancing. Besides, the group’s visual is receiving many compliments because of its suitable shape, highlighting the beauty of each member.

Before officially debuting, the song Dream received a lot of attention thanks to BABYMONSTER’s clear, sweet voice. Ahyeon also caused a stir on social media with her cover of Charlie Puth’s Dangerously . The group soon became famous and had great potential to become a pioneering rookie for the 5th generation of Kpop.

Ahyeon was soon a prominent factor but continuously made people speculate that she would not debut in YG’s rookie squad

Multinational team. The image orientation that balances fashion with popular taste combined with catchy, trend-catching music has become a brand, one can clearly see the global “ambition” YG places on the 7 rookie girls.

Will BABYMONSTER make a difference?

Up to this point, BABYMONSTER has many bright spots of hope but also has to face many challenges to be able to “replace” BLACKPINK. Debuting at a time when gen 4 Kpop is still developing strongly, BABYMONSTER must compete directly with top girl groups such as IVE, NewJeans, LE SSERAFIM, aespa,…

BABYMONSTER must compete directly with the top 4th generation girl groups that have been active since their debut.

What these names have in common is their strength in concept. Each group is clearly defined, invests heavily in products and soon builds a solid fandom. Regarding domestic achievements, 4th generation girl groups firmly grasp the digital music charts. Stepping out into the world, NewJeans and LE SSERAFIM have a solid foundation from HYBE, making it easier to make their mark. Girl groups are also gradually aiming to release both Korean and English music to easily enter the international market.

Therefore, BABYMONSTER must have an explosive debut to be able to make an impression in the current exciting market. Waiting too long to release their debut MV after revealing their new recruits made many people worry that the group would lose steam, making the public less curious, repeating the same “failure” as Treasure in 2020.

To overcome the solid “wall” of BLACKPINK, YG’s new girl group needs a lot of time and accumulation.

Besides, BLACKPINK’s global success is a combination of many factors. It is impossible to repeat a formula two times with the same result. BLACKPINK has created ”firsts”. The 4 girls are the first group in Kpop history to become a Coachella headliner, the first girlgroup to have a World Tour with revenue reaching $260 million,… BABYMONSTER’s potential is still a question mark. To overcome the solid “wall” of BLACKPINK, YG’s new girl group needs a lot of time and accumulation.