Recently, IVE marked the start of 2025 with their comeback track “Rebel Heart,” which serves as the lead single for their third EP, “Ive Empathy.” As a top-tier fourth-generation girl group that has consistently dominated the digital charts with each release, IVE was expected to make a strong impact.
However, since their return with “HEYA”, IVE have failed to achieve a Perfect All-Kill, with their country chart performance failing to reach the explosive heights of 2022-2023.
“Rebel Heart” – Good but safe
With “Rebel Heart”, the title track of their third EP, IVE received mixed reviews. Sticking to their signature youthful and feminine concept, “Rebel Heart” is visually appealing but lacking in excitement. The highlight of the music video is Jang Wonyoung’s portrayal of a gorgeous bride who turns everything to ash with just one look. Musically, “Rebel Heart” uses familiar elements, with a catchy and memorable chorus. Overall, the best word to describe this return would be “safe”.
However, despite dropping their song during a rather “non-competitive” period, public response to IVE’s new release has been lukewarm. The group is currently in direct competition with SEVENTEEN BSS and ENHYPEN. Once a digital powerhouse that debuted its tracks straight into the iChart top 5, IVE’s ranking for this comeback hasn’t exactly been stellar.
As far as rankings go
Released on January 13, 2025, “Rebel Heart” charted alarmingly on digital platforms. As of January 14, it ranked #77 on MelOn, #30 on Genie, #1 on Bugs, and #90 on FLO. Aside from Bugs, IVE has struggled on other platforms, particularly MelOn, which is the most used music service in South Korea. These rankings have left both fans and audiences amazed, considering the group’s history of achieving results.” all-kill” with each exit.
The music video for “Rebel Heart” garnered just over 10 million views in four days, reflecting somewhat lackluster growth. This made many fear that IVE was losing popularity.
Possible reasons behind the decline
When it comes to IVE, most audiences associate the group with “K-pop princess” Jang Wonyoung or highly sought-after business model Ahn Yujin. Meanwhile, the other four members remain relatively in the shadows. Their agency, Starship Entertainment, has focused its resources on promoting these two famous members.
Debuting in late 2021, IVE is entering its fourth year in the industry. Given the competitive nature of K-pop, few girl groups can sustain their popularity for a long period. Critics suggest that Starship’s strategy of heavily promoting two members while neglecting the group as a whole could lead to IVE’s early decline. Once their peak fades and the general public loses interest, the group’s fandom—even weaker than that of boy groups—may not be strong enough to sustain them.
At the same time, music preferences in South Korea appear to be changing: idol music has a harder time entering the charts, while music from bands like DAY6 and QWER is seeing notable increases. This suggests that IVE’s decline is not a problem related to the group itself, but rather a larger-scale problem associated with the musical trend in Korea as a whole.
Conclusion
It is important to note that this is just the beginning of IVE’s journey into 2025. Indeed, not all K-pop groups’ lead singles attract much attention, and it is the results of the title song that should be the focus .
With an EP still on the way, IVE should be given more time for promotion before any firm conclusions are drawn.
