HYBE’s latest girl group TUIDE is making waves in the K-pop scene, captivating fans with a fresh appeal that breaks away from current idol market trends.
TUIDE, the newest addition to HYBE’s label ABD, made their highly anticipated debut on August 24. As HYBE’s first seven-member girl group since the launch of their label, and their first girl group debut in about two and a half years since ADOR’s NewJeans, TUIDE has been turning heads in the industry.
Comprised entirely of teenagers, TUIDE has generated significant buzz among K-pop enthusiasts. The group’s production is helmed by Han Sung-soo, the founder of Pledis Entertainment, and the acclaimed production team GroovyRoom, setting high expectations for their musical quality.
Since their debut, TUIDE has been making a splash with their distinctive image and musical style, setting themselves apart from the typical modern idol mold.
One of TUIDE’s most striking features is their departure from synchronized choreography, a hallmark of K-pop. In their pre-debut track “GRLS,” the group showcased individual performances that highlighted each member’s unique personality from the get-go.
For their official debut song “SUNKISS,” TUIDE opted for a more relaxed yet vibrant choreography instead of razor-sharp formations. Their performance on Mnet’s “M Countdown” on August 27 further emphasized this approach, with each member donning individualized outfits and delivering performances that showcased their distinct vibes.
TUIDE’s musical style also diverges from the typical girl group sound. They’ve introduced a unique genre dubbed Soultronic, which fuses the warmth of soul music with the polish of electronic sounds. Their tracks seamlessly blend rhythm and blues (R&B), house, and UK garage, creating a laid-back groove that integrates various musical textures. GroovyRoom’s production steers clear of the powerful sounds often associated with girl groups, offering a refreshing twist to the genre.
The music video for “SUNKISS” further breaks convention, featuring extreme long shots of the members’ choreography against the stunning backdrop of Iceland. The result is a dreamy, mystical atmosphere that sets TUIDE apart from their peers.
TUIDE encapsulates their unique charm with the keyword leisure. During their debut showcase, member Sea Ah explained that the core concept of TUIDE is leisure. It hopes to share the rhythm and encourage everyone to enjoy the moment, finding pockets of relaxation even in their busy lives.
This distinctive leisure concept has already struck a chord with listeners. TUIDE has quickly climbed into the top 20 of major domestic music charts, with “SUNKISS” reaching an impressive 3rd place on Melon’s latest chart.
An industry insider commented on TUIDE’s debut, stating that TUIDE is clearly redefining the girl group formula. While recent idol trends have focused on viral challenges and memes for quick hits, TUIDE is taking a more gradual approach, allowing their music to seep into the market organically.
The insider added that TUIDE’s debut performance is undoubtedly promising. The real test will be whether they can maintain this momentum long-term and if their unique style will evolve beyond their debut album.