HYBE Labels recently shared pages from their ‘Music Industry Weekly Trend Report’ that outlines plans to increase the popularity of girl group LE SSERAFIM while diminishing the prominence of NewJeans. The report, disclosed by Channel A on October 26, 2024, provides insights into the group’s performances and management strategies aimed at establishing LE SSERAFIM as a leading girl group in a competitive landscape.

Focus on LE SSERAFIM’s Growth

The report emphasizes LE SSERAFIM’s reputation for high-quality live performances and suggests expanding their touring activities. The goal is to position them as a strong competitor to boy groups. The report draws comparisons with other successful groups like BLACKPINK and TWICE. BLACKPINK, for instance, made a significant mark at Coachella, engaging with international celebrities. However, the report notes that their success was hindered by inadequate management. Similarly, while TWICE enjoys robust teamwork and performs in large stadiums, they have faced challenges with public controversies.

The report states:

“If LE SSERAFIM can go forward while drawing from the positive outcomes of these two earlier teams, it is very possible for the team to fill the void left by the current absence of top tier girl groups.”

Despite these optimistic plans, there are ongoing concerns regarding the group’s performance quality. Some critiques highlight that LE SSERAFIM’s choreography often lacks synchronization, raising questions about their practice regimen. This issue was notably mentioned during their performance of the song “Girls,” leading to doubts about their progress in teamwork.

Addressing Competition and Criticism

The report identifies an emerging trend on online platforms where LE SSERAFIM, NewJeans, and ILLIT are referred to as “New-I-LE.” This terminology has generated increased mentions of ILLIT. To better categorize these groups, the report suggests moving away from the existing “4th generation” label and adopting a new classification that includes BLACKPINK, LE SSERAFIM, aespa, and IVE.

However, there are indications that public sentiment has soured following the release of LE SSERAFIM’s teaser images. Initial excitement shifted to criticism, particularly regarding the group’s styling choices. The first teaser was described as reminiscent of cosplay rather than a modern take on the iconic group 2NE1. The subsequent teaser featuring members in fur hats and crystal bikini-like outfits drew accusations of imitating promotional styles from international retailers.

The report also notes that the timing of the teaser releases coincided with other significant events in Korea, which may have distracted critics from focusing solely on LE SSERAFIM. Nonetheless, negative commentary persists, focusing on perceived visual shortcomings within the group. Many fans have voiced their disappointment over the lack of standout visuals, echoing earlier sentiments expressed about another HYBE group, Seventeen.

Management and Public Relations Challenges

The report reflects on the broader challenges faced by HYBE, particularly regarding how to manage fan expectations and negative online commentary. Fans have shared concerns about the company’s ability to protect its artists from online backlash. They believe that addressing such issues is essential to prevent negative public perceptions from affecting the group’s popularity.

Regarding Jungkook from BTS, discussions are intensifying around his potential enlistment in the military. The anticipation for a world tour featuring Jungkook has heightened among fans, leading to worries about how his absence could impact their engagement.

In relation to LE SSERAFIM, the response to Eunchae’s Star Diary has reportedly calmed after the introduction of a new character, Gyujin. Initially, fans expressed discomfort with the premise of an older male figure spending time with younger female members. However, the dynamic has shifted to one where fans find the interactions endearing, particularly in light of a challenge featuring high school girls expressing jealousy.

Other Noteworthy Mentions

The report concludes with references to other groups within HYBE, discussing various aspects of performance and public reception. For instance, Changbin from Stray Kids and his height relative to members of NMIXX generated some humor and discussion within the fandoms. Additionally, the resurfacing of past controversies involving members like Taehyun from TXT reflects ongoing challenges within the company.

Overall, HYBE’s report outlines a focused strategy for enhancing LE SSERAFIM’s market presence while addressing public perception and competition. The company aims to establish a solid footing for the group amid the shifting dynamics of the music industry.

See the whole page of the report translated below.

• As a team which has steadily built up its reputation for quality live performances, we can begin expanding LE SSERAFIM’s tours in order to position them as a girl group competing against boy groups. BLACKPINK targeted Coachella and had numerous exchanges with foreign celebrities, but their problem was that they lacked intensive management. TWICE has strong teamwork and performs major stadiums, but struggles with handling controversial issues. If LE SSERAFIM can go forward while drawing from the positive outcomes of these two earlier teams, it is very possible for the team to fill the void left by the current absence of top tier girl groups.
• The most severe issue is that if you stop the video randomly at any point, there is never an instance when their choreographies actually match, even though there are only 4 of them. The criticism that they did not practice enough came up during ‘Girls‘, and even now, it looks like there was no improvement in teamwork. IVE and aespa may have chart topping hits and recognition from the public, but once they go on tour, the reactions will soon change for the worse when people witness their performances.
• The appearance of the term New-I-LE one online communities, short for NewJeans – ILLIT – LE SSERAFIM, has contributed to more mentions of ILLIT.
• It may be necessary to introduce a different form of categorization from the existing 4th generation frame, such as the age of million-selling girl groups BLACKPINK – LE SSERAFIM – aespa – IVE. We had some trouble for the past few days with the term New-I-LE, but we can dispose of New and just come up with a new phrase.
• Up until the teaser film, the response was ‘HYBE is up to something’, but the public opinion has since worsened after the release of the teaser images. The first photo teaser featured styling that simply looked like cosplay, less than a reinterpretation of 2NE1. In the second teaser, the members wore fur hats, fur boots, and crystal bikini-type outfits on a snowy set, and these received some criticism that they copied promotional photos from an overseas shopping mall. 
• The timing worked in our favor. Because of the attack on Lee Jae Myung and the issue over the ‘Seoul Music Awards‘, the trolls didn’t have time to pay much attention to this team. The criticism was mostly about visuals, with comments like ‘There’s no Pledis beauty’ and ‘Why are there no visual members’, but this response was already expected. The most laughable response is ‘What happened to the people who handpicked all the visuals in Seventeen‘, because Seventeen got attacked for the same reasons when they debuted.
• The core of the complaint lies in the company’s lukewarm response against a great evil such as DC. However, some also argued that HYBE does not have the power to obtain the information of all online users, especially when even the government can’t shut down communities like DCInside. For now, the fans are on the same page that the blame felt against Jimin‘s fandom is shared across the other fandoms, and it is up to the company to step in when necessary to make sure that the artist is not excluded.
• The sole issue we have with regard to Jungkook is the issue of his enlistment. Since the showcase, the demand from fans for a world tour has reached new heights, but if his enlistment is decided earlier, than we can expect the fandom to begin their complaining, saying, ‘The maknae’s sacrifice’. 
• The reactions for <Eunchae‘s Star Diary> have calmed down after Gyujin‘s appearance. Initially, some were disapproving of the format where an ‘oppa’ from another mother spends time with everyone’s younger sibling. But this time, people found it cute to see high school girls getting jealous of each other, asking, ‘Did you get a new friend?’. It was necessary for Eunchae’s character building to find an approach that allowed her to show herself more comfortably. They also filmed a challenge, but Eunchae must have grown taller by then because the differences in height between the two were too noticeable. But what was worse was when Changbin of Stray Kids filmed a challenge with NMIXX as well, and he was pretty much the same height as them. Changbin also happens to be a friend of Yeonjun, which is really unfortunate if you think about the height difference when they’re captured in the same frame.
• Of course he’s good at performing and hosting, but Yeonjun leaves an impact just by standing there. He just so happened to be interviewing NCT Dream and Stray Kids, and it was too pitiful to see both teams getting schooled by Yeonjun in the height department. Soobin is well-known for his height as well, but his character is the pure and naive type so he never gave off the feeling that he was out of place, but when Yeonjun and Changbin stood shoulder to shoulder, it was just painful to watch.
• On Sunday, the old issue of Taehyun putting up his pet snake for adoption was being dragged up again, and it seems that some fandom must have felt provoked after seeing TXT on ‘Inkigayo‘.

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