K-pop stars rush May releases ahead of summer festivals, election
An unusually crowded slate of K-pop comebacks is unfolding this May, as rookie girl groups tripleS and MEOVV join chart-toppers (G)I-DLE in releasing new music — part of the industry’s push to seize momentum ahead of major summer events.
The 24-member group tripleS that operates through rotating sub-units, announced that it will release a new album featuring all members — ASSEMBLE25 — on May 12. Its title track, “Are You Alive,” was selected through fan voting, a signature concept for the group since its 2023 debut.
On the same day, MEOVV — a newly launched five-member act under The Black Label, the agency behind BIGBANG’s Taeyang, BLACKPINK’s Rosé and solo singer Jeon So-mi — will release its debut EP, “MY EYES OPEN VVIDE.”
The EP’s pre-release single “HANDS UP,” unveiled earlier on Monday, has already generated buzz on social media for its unexpected embrace of Brazilian punk, a genre rarely seen in K-pop.
(G)I-DLE is also slated to return with a new mini album in mid-May. While details have yet to be announced, the new release will mark the group’s first comeback in 10 months since “I SWAY” dropped in July 2024.
It also marks their first group release since all five members renewed their contracts with Cube Entertainment late last year. Since then, the members have pursued solo projects, with Minnie releasing her first solo album on Jan. 21 and Yuqi’s digital single “Radio (Dum-Dum)” coming out on March 17.
Although summer has traditionally been K-pop’s peak season, this May is shaping up to be unusually packed with major releases. Industry experts suggest this shift is a strategic move to build early momentum ahead of the summer vacation period when consumer activity typically sees a boost.
“Once a song resonates with the public nowadays, it tends to remain on the charts for an extended period,” an insider at a K-pop label told The Korea Times on condition of anonymity.
“So releasing music in late spring or early summer to maintain visibility and popularity throughout the season could prove to be a good strategy.”
Another factor is the growing number of Korean acts participating in global festivals like Lollapalooza and Summer Sonic, most of which are held in July and August. As artists prepare for summer performances abroad, many appear to be moving up their album releases to promote new material on a global scale.
Insiders have also noted that Korea’s early presidential election, scheduled for June 3, likely played a role in the timing of these releases. In Korea’s highly competitive entertainment industry, big-name comebacks have often been timed to avoid big national events that may dilute media and public attention.
By sidestepping the election window, many labels have gravitated toward May, turning the month into an unplanned but fiercely competitive comeback period.