[KPOP NOW] Is “Holding On” the Answer? Why ENHYPEN in Their 7th Year and ATEEZ in Their 9th Finally Found the Spotlight

What lies behind ATEEZ and ENHYPEN, who have hit career highs one after another recently? Analysts say unexpected virality has brought in new fans, while the K-pop market is shifting from short-term gains to long-term growth.

[Herald Muse=Reporter Park Seo-hyun] Is simply holding on ultimately the answer in the idol market? From ENHYPEN in their seventh year to ATEEZ in their ninth, veteran K-pop boy groups have been reaching career peaks one after another. What lies behind the growth of these groups, who found the spotlight after a “long game”?

ENHYPEN recently topped the latest Billboard 200 chart dated September 5 with their eighth mini album, ‘THE SIN : BLISS.’ In the history of K-pop boy groups, only six teams, including ENHYPEN, have ranked No. 1 on the Billboard 200.

ENHYPEN recorded initial sales of more than 2.09 million copies according to Hanteo Chart, adding their fifth double-million-selling album overall. They also achieved two No. 1 finishes on major Billboard Japan charts, topped three Oricon chart categories, and won six music-show trophies. These are also the group’s best-ever records.

ENHYPEN, which has consistently been loved overseas, expanded its presence through this promotion by achieving both Billboard results and strong performances on domestic music shows. They were also recently selected as the new faces of The Shilla Duty Free, proving their growing recognition at home and abroad.

This achievement has drawn particular attention because it came as ENHYPEN entered their seventh year and immediately after the departure of member Heeseung.

ATEEZ had also already demonstrated a strong presence overseas. By this year, they had topped the Billboard 200 three times and established themselves as a representative K-pop group in the global market by appearing on major overseas festival stages such as Coachella and Summer Sonic. Their album ‘THE WORLD EP.1 : MOVEMENT,’ released in 2022, also surpassed one million cumulative sales, but they had struggled to gain traction on domestic music charts.

ATEEZ finally shook off that long-standing frustration with the title track ‘BAD’ from their fourteenth mini album, ‘GOLDEN HOUR : Part.5,’ released this past June. As of the morning of the 10th, ‘BAD’ remains at No. 7 on Melon’s Top 100, continuing its long run even more than two months after release.

When examining the background to this “miracle” for ATEEZ in their ninth year since debut, one common factor with ENHYPEN stands out: virality.

Popular-culture critic Shim Jae-geol analyzed, “Virality is one of the powerful factors that allows the public to discover an artist anew. A single short video can arouse intuitive interest without any special explanation and serve as an entry point that draws people in.”

Unexpected Virality Becomes a New Gateway to Becoming a Fan

ENHYPEN underwent a major change last April when member Heeseung (Evan) announced his departure. Since Heeseung had been the group’s main vocalist and a popular member, his exit was seen as a potential crisis, but ultimately it became an opportunity. Reorganized as a six-member group, ENHYPEN proved they remained strong by showcasing highly polished live performances and choreography during their first world tour after Heeseung left, ‘ENHYPEN WORLD TOUR ‘BLOOD SAGA.’’ Additional dates in Berlin and London next March have also been confirmed.

ENHYPEN also responded firmly to the opinions of some overseas fans who opposed Heeseung’s departure. Leader Jungwon’s direct approach during a live broadcast became a major talking point, and these moments were turned into short-form content that spread across social media, bringing in new fans.

ATEEZ also benefited significantly from the effects of virality. During promotions for ‘Ice On My Teeth’ in November 2024, member Choi San gradually built recognition in South Korea after earning the nickname “Northern Grand Duke,” and they created substantial virality through ‘BAD.’ In particular, Choi San’s intense performance in a sleeveless outfit became a major topic on social media, leading to greater interest in the song itself.

Choi San’s ‘BAD’ fancam was edited into a short video of around 10 seconds and shared as the so-called “let’s all die together part.” Parodies and reaction videos using it poured out, further increasing its buzz. This became the starting point for ATEEZ, already firmly established overseas, to gain momentum on domestic music charts as well.

What Matters More Than Virality? The Strength Built by Consistency

However, virality itself cannot be definitively identified as the cause of their success. Cultural critic Shim Jae-geol analyzed the two groups’ long-term achievements, saying, “The number attached to their years since debut tells us everything. Their albums and performances built up consistently over time, their group narratives grew increasingly rich, and the fandom supporting the teams clearly explains why they have remained strong even after so many years.”

ENHYPEN and ATEEZ are groups that have spent a long time building their own colors and identities. ENHYPEN has developed a distinctive group identity centered on the vampire universe that has continued since its debut, while ATEEZ has consistently maintained a hip-hop-inspired style combining intense performances and sensuality. The assessment is that their achievements are the result of continuing to pursue their own music rather than simply chasing mass appeal.

Unexpected virality became a gateway to becoming fans for people encountering the two groups for the first time, and as new fans joined the existing fandoms, that momentum translated into tangible results.

These two cases are noteworthy because they show that, beyond a single viral moment, the groups’ colors and fandoms built over many years met renewed interest and created another surge in momentum.

In the past, long-term activity itself was difficult for idol groups, to the extent that the phrase “the seven-year jinx” was commonly associated with them. Recently, however, groups with many years since debut have been maintaining their established identities while expanding their fan bases in new ways and creating another prime.

Critic Shim Jae-geol said, “The current trend is to establish activity roadmaps with a long-term perspective from the beginning. Cases of clinging only to meaningless stimulation in an attempt to win in the short term have clearly decreased.” He added, “If this trend continues, the qualitative and quantitative value of content will improve further.”