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The K-pop scene in Korea is currently abuzz with the debut of a new girl group, TUIDE, from a HYBE subsidiary, which is frequently being compared to NewJeans. This situation has ignited discussions about the effectiveness of debut marketing strategies, the challenge of establishing a unique identity within a multi-label system, and the broader trends in K-pop promotion, including the strategic use of memes.
TUIDE launched with an unconventional marketing approach, initially keeping members' faces and profiles private while showcasing unreleased music, a strategy overseen by producer Han Sung-soo. Despite this, the group is consistently linked to NewJeans, with initial reactions to their debut song "SUN KISS" evolving from "plain" to "subtly addictive." Meanwhile, the broader K-pop marketing landscape sees the effective use of meme marketing, as exemplified by the drama "The Glory" and NewJeans, where viral phrases and associations, such as NewJeans being known as "Min Hee-jin's girl group," become powerful promotional tools.
Local bloggers express curiosity about TUIDE's distinct identity, questioning "Why TUIDE?" even as the group achieves success, highlighting the difficulty for new artists to differentiate themselves when constantly compared to established acts. They suggest that strong branding for a new group should allow them to be recognized by their own name from the outset, rather than needing to prove their differences after initial comparisons. This also raises questions about whether HYBE's multi-label system truly fosters independence or inadvertently creates internal competition.