BABYMONSTER is facing growing pressure inside and outside the company as YG Entertainment steps up efforts to position the rookie girl group as the act that will become BLACKPINK’s successor on the global stage.
Approaching its second anniversary, BABYMONSTER has yet to secure the same clear flagship status that BLACKPINK had previously enjoyed at the agency, despite debuting to high expectations as YG’s first new girl group since 2016.
The group’s initial momentum was shaken by a disappointing response to pre-debut single “Batter Up” in November 2023, which drew criticism for a dated concept and was released without member Ahyeon due to health concerns, according to the site. Korea Times.
Although the group made a “true debut” with full seven-member promotions and the mini album “BABYMONS7ER” in 2024, industry observers say they are still struggling to build a strong identity in an increasingly crowded market of fifth-generation girl groups.
YG founder Yang Hyun-suk has repeatedly talked about BABYMONSTER as the agency’s next-generation core business and outlined an aggressive roadmap for their businesses.
In a New Year announcement for 2024, he promised fast-paced promotions, including the digital single “Stuck In The Middle” and the group’s first mini album, saying the members’ vocals would show a different side of the YG sound.
He also highlighted the young age of the members, likening his approach to caring for daughters rather than simply managing artists, and stressed that the company was investing heavily in their training and publications, pinkvilla reported.
However, YG’s recent moves have fueled debate among fans over whether the company actually intends to make BABYMONSTER the direct successor to BLACKPINK.
The launch of “2026 YG Special Audition: Go! Debut,” a large-scale project to discover new debutants to follow in the footsteps of BIGBANG and BLACKPINK, has raised questions about the label’s long-term plans.
With BLACKPINK now under contract to YG only for the entire group’s activities, the company is under pressure to secure a new dominant flagship, putting BABYMONSTER in an awkward position, as they were once billed as “the second BLACKPINK” but are already facing potential internal competition.
Analysts note that BABYMONSTER still has significant potential thanks to strong buzz, imagery and growing international interest, including fan events planned in major Asian cities.
Many in the industry believe that if YG can provide consistent and timely releases and a clearer concept, the group could still become the company’s next major pillar rather than a temporary placeholder in the post-BLACKPINK era, as per Korea JoongAng Daily.
