A new battle among girl groups backed by some of K-pop’s biggest entertainment companies is heating up, with major agencies preparing their next generation of acts.
HYBE is putting TUIDE, the first group from its new label ABD, at the forefront, while JYP Entertainment is introducing OUR BIRTHDAY, its first new girl group in roughly four years since NMIXX. Meanwhile, YG Entertainment is expanding the competition with its next-generation project tentatively titled “Next Monster,” following BLACKPINK and BABYMONSTER.
JYP’s OUR BIRTHDAY Makes Its Debut
The first group to officially enter the race is JYP’s OUR BIRTHDAY. Making their official debut on August 19, OUR BIRTHDAY is a seven-member girl group that JYP Entertainment has invested heavily in developing. Their name reflects their goal of delivering the excitement of feeling like every day is a birthday.
Rather than relying on an elaborate or difficult-to-understand universe, the group is focusing on a bright and immediately accessible emotional concept.
The title of being a “JYP girl group” alone comes with enormous expectations. From Wonder Girls’ mainstream appeal and TWICE’s massive global fandom and hit songs to ITZY’s powerful synchronized performances and NMIXX’s strong vocals and experimental musical identity, OUR BIRTHDAY inherits an impressive legacy. The key question is what new strengths JYP will give the group to capture both digital music charts and a dedicated global fandom.
HYBE’s TUIDE Prepares to Debut
HYBE’s TUIDE will enter the scene on August 24 with its first mini-album, “Tune & Play.” The group consists of seven multinational members Seohee, Seoyeon, Elena, Jia, Saki, Seah and Yi Hani and their name incorporates the meaning of “adjusting or coordinating the flow.”
TUIDE’s debut is particularly significant because it represents another test of HYBE’s expanding production system. Within HYBE, which has developed different success formulas through groups such as LE SSERAFIM, NewJeans, ILLIT and KATSEYE, TUIDE has the task of proving that new label ABD can establish its own distinctive identity.
Han Sung-soo, who has previously led the production of SEVENTEEN and TWS, is serving as the group’s master professional and executive producer, raising expectations for the group’s music and storytelling.
YG’s “Next Monster” Joins the Competition
YG Entertainment is preparing its own response with the tentatively named “Next Monster.” The agency has begun building anticipation by revealing the rookie members’ profiles one by one. The group is expected to inherit YG’s signature hip-hop energy and commanding stage presence, traits associated with 2NE1, BLACKPINK and BABYMONSTER.
However, the enormous legacy of YG’s senior groups also creates a challenge. BLACKPINK established a global standard for K-pop girl groups, while BABYMONSTER is already making its mark as the next-generation act. As a result, Next Monster will need to demonstrate why another YG girl group is necessary and what it can offer that is genuinely new.
Three Agencies, Three Different Strategies
The approaches of the three entertainment companies are clearly different. HYBE is expanding its portfolio through a multi-label system. JYP Entertainment is relying on the legacy and expertise it has built over decades as a leading producer of girl groups. YG Entertainment, meanwhile, is putting its distinctive brand identity at the center of its strategy as it aims to create another global icon.
On the surface, this is a battle between rookie girl groups. At its core, however, it represents a much larger clash between the three major agencies’ visions, production systems and strategies for the future of K-pop.
The competition is also taking place in a K-pop industry that no longer gives rookies much time to gradually build an audience. Pre-debut teasers, short-form content and viral fancam moments can immediately affect a group’s early performance, turning the debut period into an intense race against time. The backing of a major agency guarantees significant attention, but it also brings exceptionally high expectations.
Ultimately, the real competition will come down to the groups’ identities, debut releases and performance quality once the prestige of their agencies is set aside.
As the K-pop market becomes increasingly saturated in the second half of 2026, all eyes are on OUR BIRTHDAY, TUIDE and YG’s Next Monster to see how each group will establish a compelling reason for its existence.
Sources: Daum | 스포츠서울