Many girl groups nowadays, such as BlackPink, G-Idle, & Everglow are known for their girl crush images. Even groups like Itzy & Weki Meki who are in charge of the sub concept “Teen-Crush”

The concept has become a hot one nowadays, with almost every girl group out now doing it.

With that said, it does seem to be more damaging than good.

1) Literally every girl group is doing it now. EVERY SINGLE ONE!

What makes Kpop so special is it’s diversity in concepts. 

From badass to bubbly. However, it seems like even the cute and/or innocent concept girl groups are going directly to girl crush. 

Loona

Cherry Bullet

Elris

It’s nice until every girl group starts to either debut with it, or switch their original color for the trend. 

2) It seems as though companies are seeking western validation 

Nothing wrong with trying to enter a new market that has been closed for Korean idols for years until now. The hardwork the industry has put in to get western media recognition is astronomical.

However, is it an excuse to make girl groups need to conform to a very specific concept just to receive attention? 
 
When Kpop groups debuted in Japan & China, they did a variety of concepts. However, it seems as if you can only be so diverse in the western industry.

A genre that was made for Korea by Korea, is now trying to Americanize itself, and in a way that isn’t very productive.

2.5) Companies pushing aside girl groups with girlier concepts from western media, despite being popular in western countries 

While Twice has since grown to a more mature spin, they have always been known for their girly & bubbly image. Having the whole world jamming to hits such as Cheer Up & TT.

Yes, that includes the west. Twice are one of the biggest Kpop groups among western Kpop fans, and having a successful tour in America.

However, JYP has pushed them away from having promotions for western media. But has let every other group they had such as Itzy, Got7,  Stray Kids, and Day6 to have them. 

Itzy, while being teen crush, still is within the girl crush area. The sister group to Twice already have so many western deals, yet nothing for Twice?

JYP has been known for turning down certain promotions for Twice, such as solos. They don’t even get to promote in Asian countries outside of Korea & Japan, let alone  in western countries where they are popular in.

3) Stans that didn’t care for said groups, suddenly pay them attention due to the concept 

The girl crush trend has made it to where people who didn’t pay attention to them during their bubbly days, are suddenly “becoming fans” when they change to girl crush

Kpop YouTubers who refused to react to a girl group who had fun colorful MVs, now hop across the room when that same exact girl group comeback with a harder look

This makes one wonder, do they actually like the group and their song, or are they just riding with the concept?

Conclusion: There is nothing wrong with wanting to try out a specific concept. Every group should do what they want. 

Though it becomes counterproductive when every girl group starts doing it, as it destroys the diversity just to conform to a specific audience.

Great hits like Gee, Tell Me, Mr.Chu, Cheer Up, Me Gustas Tu, Bboom Bboom, and more that have brought us joy and happiness are at risk of being replicated by newer girl groups, as every girl group is now doing something similar.

Hopefully there will be more of a balance from this point on for girl groups.