RIIZE, HYBE's BOYNEXTDOOR, and ZB1: The Evolution of Fifth-Generation Boy Groups [SC Issue]

[Sportschosun Baek Ji-eun] Fifth-generation boy groups have evolved.

The defining trait of third- and fourth-generation boy groups was their focus on powerful performances and complex, often hard-to-follow universes. That strategy clearly helped them build strong core fandoms, but it was harder to win over the general public. That is why some acts could dominate the U.S. Billboard 200, yet still leave few people able to raise their hands when asked, "Who knows this song?"

The fifth generation, however, is becoming lighter and more approachable. Instead of difficult concepts, these groups are expanding their influence beyond core fandoms with friendly communication and music that puts listeners at ease.

A representative example is RIIZE from the long-established idol powerhouse SM Entertainment (SM). RIIZE is competing with emotional pop, a genre of its own that captures the various emotions the members experience as they grow. What is interesting is that there are no fixed boundaries in "emotional pop." From the funky debut track "Get a Guitar" to the 1990s-inspired Y2K mood of "Love 119" and the intense rage hip-hop of "Fame," the group embraces a wide range of genres and concepts.

The title track "2 Baddies" from the second mini album "II," released on the 15th, follows the same approach. It is an upbeat dance track that combines hip-hop beats with electronic pop sounds. Like "Get a Guitar" and "Love 119," it highlights RIIZE's strength in easy listening and a youthful, refreshing coming-of-age narrative.

This album also offers a clue to why SM is called an idol powerhouse. Rather than forcing an elaborate universe, SM presented a clear concept: "the stage speaks louder than words." It linked the members' confidence and energy, built through relentless practice, to a story of youthful sweat and effort. The repeated chorus of "head, hips, shoulders, toes" emphasizes a pop sound that is accessible and intuitive. SM even made the bold choice to abandon the tightly synchronized choreography it is known for, to the point that some said, "This is the first time I've seen a chorus dance this relaxed." RIIZE's cool, effortless performance strengthened its biggest appeal: a hip mood that people want to copy. SM also shaped RIIZE's image as a Gen Z role model and cultural icon through collaborations with global fashion and lifestyle brands, as well as appearances on variety shows.

BOYNEXTDOOR, the boy group under HYBE's label KOZ Entertainment, has been rapidly expanding its fandom with four consecutive million-selling albums.

BOYNEXTDOOR has long been loved for its free-spirited, mischievous image. Led by members such as Myung Jaehyun and Woonhak, the group has also taken part in songwriting and production, solidifying its reputation as a self-produced and highly skilled act. Their energy on stage, as they run freely without being confined by any framework such as a universe, concept, or rigid choreography, has a magnetic quality that draws viewers in.

One disappointment for BOYNEXTDOOR was that, despite its passionate fandom, it lacked a mega-hit song that could dominate the charts for a long time. That is why HYBE and BOYNEXTDOOR completely shifted perspective with the release of their first full-length album, "HOME." While maintaining a consistent identity built around music that tells the story from their trainee days to the present, they chose to compete with songs that were more accessible to the public.

The title track "Viral" clearly reflects BOYNEXTDOOR's determination. In both its lyrics and overall sound, the song revives the K-pop formula that was popular in the 2000s, armed with addictive hooks and tightly synchronized choreography. It taps into the nostalgia of listeners in their 30s and 40s while also capturing the Y2K trend embraced by those in their teens and 20s. Through this, BOYNEXTDOOR succeeded in setting a remarkable record of four consecutive million-selling releases.

ZEROBASEONE, formed through an Mnet audition program, has always faced the inherent limitations of being a project group. Such groups carry the risk that, once their limited-term activities end, the team will split in different directions and the fandom will also fragment.

ZEROBASEONE, however, proved different. Without a hiatus, the remaining members of ZEROBASEONE and the spin-off group Andbl, which returned to their original agencies, made comebacks around the same time. The win-win strategy worked well, especially as the members continued to show their friendship even after splitting into different teams.

With members such as Sung Han-bin, Kim Tae-rae, Park Gun-wook, and Seok Matthew, whose talent had already been recognized early on, ZEROBASEONE brought stability to its stage quality. At the same time, the group moved away from its signature freshness and showed a more mature side, proving its well-made brand value.

Jang Hao, Ricky, Kim Gyu-bin, and Han Yu-jin, who returned to YH Entertainment, came back as Andbl together with EVNNE's Yoo Seung-eon. With the release of its debut track "Curious," Andbl delivered a polished performance built on members whose vocals, dance lines, and visuals had already been proven. In doing so, it fully absorbed the global core fandom that had been one of ZB1's strengths.

The current fifth-generation market is a testing ground for how well IP division and retention strategies can work. SM has opened the era of easy-listening boy groups through RIIZE, while HYBE is emphasizing BOYNEXTDOOR's self-production capabilities. ZEROBASEONE and Andbl are sustaining their fandoms through high-end branding that maximizes the skills and visuals of proven members. Attention and anticipation are now focused on how these fifth-generation boy groups, each evolving in their own way to survive, will move forward.

Baek Ji-eun, silk781220@sportschosun.com