What caused this boy group to “flop” so unexpectedly and eventually disband despite making such a sensational debut and being hailed as a phenomenon?
From a Explosive Debut to a Series of Missteps
On March 15, 2012, Pledis Entertainment officially debuted NU’EST with five members: JR, Aron, Ren, Minhyun and Baekho. From the very beginning, the group carried major ambitions, with the goal of “creating a new style of music.” That ambition was almost fully realized through their debut hit, Face.
Rather than following the typical formula for rookie groups, Face stood out with its unconventional style, eye-catching choreography and a subject rarely explored in K-pop at the time: school violence. The music video quickly surpassed 2 million views on the group’s official YouTube channel, making it one of the most-viewed debut MVs in K-pop at the time. With such an impressive debut, NU’EST was regarded by industry insiders as a “rising gem,” with some even believing they could become rivals to another highly anticipated rookie group of the era, EXO.
Their momentum continued when their first mini album, Action, climbed to No. 4 on the Gaon chart in July 2012. Then, in February 2013, the group surprised fans by completely reinventing themselves with the mini album Hello, shifting toward a more mature romantic ballad image. The title track of the same name also achieved moderate success, reaching No. 20 on the Gaon chart in 2013.
Just as their momentum was building, NU’EST began expanding overseas. Following their third mini album, Sleep Talking, Pledis partnered with Chinese company Yuehua Entertainment, adding a member named Jason and forming the sub-unit NU’EST-M to target the massive Chinese market with Chinese versions of Face and Sleep Talking. However, the project failed to meet expectations. The partnership was terminated after only a year, Jason left the group, and NU’EST returned to their familiar five-member lineup.
The agency did not stop there, instead pushing the group toward Japan with songs such as Shalala Ring and NA.NA.NA. Although they attracted a certain number of fans, NU’EST failed to achieve a major breakthrough in Japan. Looking back, it appears the agency may have rushed to send a group that had not yet established a solid foothold in South Korea into the international arena, a decision that contributed to the difficult journey that followed.
As a result, over the next two years, the group was forced to essentially start over in their own home country, almost like a rookie act. Despite continuing to train hard and release new music, public attention toward NU’EST gradually faded with time.
A Remarkable Rebirth Through Produce 101
In 2017, as the group’s name was gradually fading from public memory, NU’EST unexpectedly chose a path few could have predicted: four members Baekho, Minhyun, JR and Ren joined Produce 101 Season 2. As soon as they appeared on television, they began attracting significant public attention. From a fandom of just over 25,000 members, NU’EST quickly surpassed 50,000 fans in a short period.
Older albums such as Canvas, Q Is. and Action suddenly returned to the Top 15 of Hanteo’s real-time chart, while songs released years earlier, including Hello, Love Paint and Daybreak, simultaneously resurfaced on music charts. At the peak of the revival, Hello, originally released in 2013, unexpectedly became a contender for No. 1 on Inkigayo in late June 2017.
However, that journey also ended with considerable disappointment. Although all four members left a strong impression with their talent and stage presence, only Minhyun ultimately secured a spot in the debut lineup of the project group Wanna One. His three bandmates narrowly missed the chance to debut. Yet this setback would eventually become the biggest stepping stone for NU’EST’s next chapter.
Recognizing the rare opportunity to bring the group back into the spotlight, Pledis Entertainment quickly announced the return of Aron, JR, Baekho and Ren under a new name — NU’EST W. Their song If You and the subsequent L.O.Λ.E & DREAM fan meeting sparked a genuine frenzy, with more than 10,000 tickets selling out in just three minutes.
The winning streak continued when the mini album W, HERE sold more than 200,000 copies within its first week, making NU’EST W the fourth K-pop artist in history to achieve the feat after EXO, BTS and Wanna One. The title track Where You At topped all five major Korean music charts — Melon, Genie, Bugs, Naver and Soribada — while earning the group two music show trophies from M!Countdown and Music Bank. Their next two mini albums also maintained impressive momentum, with Who, You officially receiving a platinum certification after surpassing 250,000 copies in sales according to Gaon.
In early 2019, after 18 months with Wanna One, Minhyun officially returned, marking the full reunion of all five NU’EST members under Pledis. The single A Song For You, released to commemorate the group’s seventh anniversary, immediately topped multiple Korean music charts and iTunes charts in various regions. From that point, NU’EST entered what was widely considered the peak of their career, with virtually every release receiving overwhelming support from fans and bringing the five members numerous prestigious awards.
A Disbandment Announcement That Left Fans Heartbroken
In May 2020, South Korean media reported that Big Hit Entertainment had officially become the largest shareholder of Pledis Entertainment. It was seen as a major turning point for NU’EST, as the group would effectively become labelmates with BTS and operate under HYBE. Many fans hoped the move would give NU’EST the boost they needed to reach even greater heights in the music industry.
However, reality went in the opposite direction. NU’EST increasingly disappeared from major music events. Throughout 2020 and 2021, the group released just one project each year, and neither managed to generate the impact fans had hoped for. The prolonged silence left many fans increasingly worried about the group’s future.
Then, in 2022, what many had feared became reality. Pledis Entertainment unexpectedly announced that JR, Aron and Ren would not renew their contracts, while only Baekho and Minhyun would remain with the company. With three key members departing, NU’EST officially brought their nearly decade-long journey to an end, leaving countless fans heartbroken.
As soon as the news was announced, the phrase “NU’EST disbandment” quickly spread across social media platforms. Most reactions expressed a mixture of shock and confusion. Many people admitted that even though they were not devoted fans of the group, they were still stunned by how abruptly everything had ended. NU’EST’s fandom was left feeling both devastated and empty. Many were not ready to say goodbye, but continued to send their sincere wishes to the members for their future endeavors.
Alongside the disappointment, many also questioned the real reasons behind the disbandment. Some believed it was the result of Pledis Entertainment’s ineffective management during the group’s earlier years, while others viewed it simply as the members choosing different paths for their individual careers. However, to this day, no official explanation has been given.
From a “monster rookie” once expected to stand alongside EXO at the very beginning of their career, NU’EST endured countless ups and downs and proved their abilities through their own talent, gradually reclaiming a place in the hearts of the public. Yet their nearly decade-long journey ultimately ended in a way no one expected, leaving behind lasting regret among both their fans and everyone who had followed the group’s remarkable story.
Sources: K14