Do "refreshing concepts" from boy groups fail in the international market?

When we think of 'refreshing concepts,' we usually associate the concept with summer, brightness, and thrilling sensations like swimming pools and carbonated sodas. Groups like ASTRO and ONF were typically described as examples of 'refreshing idol groups.' However, an online forum revealed that the foreign market may not gravitate towards this kind of concept.

A post titled "I don't think boy groups with refreshing concepts do well in the international market" argued that the foreign market prefers hip-hop and powerful performance concepts, citing the success of groups like BTS and Stray Kids. Other netizens agreed with this statement, even suggesting that powerful concepts work better for girl groups as well overseas.

While one netizen expressed that BTS's "Dynamite" was a refreshing concept that succeeded, most argued that it was "because it was BTS " and that the concept that first brought the group to world fame was still full of powerful sounds and performances.

More reactions include:

"To succeed overseas you for sure need an expensive MV and a mesmerizing performance"
"But Muggles (non-Kpop fans) over there also tend to like easy listening..."
"BTS gained fame through a strong, powerful concept, but once people get into it, a lot of people also like refreshing concepts"
"It's much easier to gain attention through powerful performances"

"Refreshing concept only work when the public knows the group well"
"My bias group always did refreshing concepts but once they switched to powerful performances, the views on YouTube went up instantly"
"The reason why one would listen to and see K-Pop is for the performances, since the other genres already exist elsewhere"
"It's just that overly cute concepts don't work..."
"Wasn't SHINee popular, though? With songs like 'View'"

"ATEEZ also seems to be a good example"

What are your thoughts? Are you into refreshing concepts or darker concepts?