HYBE Tries to Crush aespa — But aespa Won’t Fall
Hello Bias Magazine #6
Hi, it’s Ayakim.
Today, let’s talk about my favorite girl group: aespa.
As one of the most successful 4th-generation K-pop girl groups, aespa has made waves under SM Entertainment. But did you know they’ve actually been targeted by HYBE?
In this post, I’ll explore:
Why HYBE (the biggest entertainment company in Korea today) sees SM as a threat—not JYP or YG
Why SM artists like aespa can survive HYBE’s pressure and still come out on top
HYBE Tried to “Crush” aespa Using NewJeans
The story begins when internal messages between HYBE and ADOR (NewJeans’ label) were leaked during their recent conflict. One message from HYBE’s chairman Bang Si-hyuk to former ADOR CEO Min Hee-jin said:
“에스파 밟으실 수 있죠?ㅎ”
(Can you crush aespa?)
This message was sent before NewJeans’ debut—when aespa wasn’t even at their peak yet.
There were plenty of popular girl groups at the time, so… why was aespa singled out?
A Long History of SM Beating Bang Si-hyuk
Today, Bang Si-hyuk is known as the mastermind behind BTS. But before that, he had lost to SM artists again and again.
When he worked with g.o.d and Rain, both were popular—but they never surpassed SM legends like H.O.T., Shinhwa, or TVXQ.
In one interview, when asked who he considered the “perfect idols,” Bang replied:
For male idols: TVXQ
For female idols: Girls' Generation
Even when BTS debuted, they lagged far behind EXO. As a long-time K-pop fan, I honestly never thought BTS would surpass EXO—EXO’s popularity back then was overwhelming.
So it’s no surprise Bang saw aespa as a serious threat—even before they blew up.
HYBE Couldn’t “Crush” aespa
Back to aespa.
They had a rocky start.
The girl group scene was crowded—with TWICE and BLACKPINK still dominating, and new rivals like IVE and LE SSERAFIM rising fast. Then NewJeans exploded onto the scene, and their breezy “easy listening” style became a trend.
aespa’s aggressive, futuristic sound suddenly felt out of sync with the times.
Plus, their concept? Confusing.
They talked about “the wilderness,” fighting Black Mamba, communicating with a virtual entity named Navis…
Even fans—and the members themselves—reportedly didn’t understand it.
(Seriously, what was going on with that concept?)
But now?
aespa is undeniably at the top of 4th-gen girl groups.
Three Reasons aespa Is So Strong
1. Stunning Visuals
Among the “Big 4” (HYBE, YG, JYP, SM), SM is known to be the strictest about visuals.
At debut, only Karina and Winter were praised for their looks. Ningning and Giselle were often overlooked.
But now? All four members are stunning.
Giselle, in particular, has a unique beauty that defies traditional standards—yet captivates you. SM really has an eye for this.
2. Real Vocal Talent
SM doesn’t just care about visuals—they’re also serious about vocals.
Many say SM artists have the strongest singing skills of any agency.
In aespa’s case, Winter leads the vocals, but Karina and Ningning also shine on stage.
(Side note: Ironically, aespa is great at singing, but their fans—called MYs—are famously bad at it. At concerts, their singing is so off-key it shocks the members 😂)
3. A Concept Only They Can Own
When NewJeans blew up, many groups followed with their own soft, lo-fi tracks.
aespa didn’t.
Instead, they adapted slightly but stayed true to their core concept. The result?
“Supernova.”
It blends easy listening with their signature eerie, futuristic vibe—and it became a huge hit in Korea.
2024 has been called the “Year of aespa.”
What once felt like an awkward, hard-to-grasp concept has now become their biggest strength.
🎧 New to aespa? Start With These Songs
If you’re new to aespa, here are my must-listens:
Next Level – their first breakout hit
Armageddon – hypnotic and almost cult-like
Whiplash – shows off their visual and stylistic peak
📝 Coming Soon: Learn Korean Through K-pop
Starting next month, I’ll be launching a Korean language course based on K-pop!
We’ll learn real vocabulary and phrases from lyrics, fan slang, and behind-the-scenes drama—just like today’s aespa story.
Stay tuned 💜