Netizens and industry insiders are speculating whether BTS and BLACKPINK can revive K-pop from its current slump in album sales.

After a difficult 2024 characterized by declining album sales, the K-pop industry is gearing up for a strong comeback in 2025, relying on its biggest names and intellectual properties (IP) to overcome concerns of stagnation.

The lack of full-member activities from powerhouse groups like BTS and BLACKPINK significantly impacted the industry in 2024. According to Circle Chart, total album sales for the top 400 albums from weeks 1 to 50 (January 1 to December 14, 2024) amounted to 92.67 million copies—a 19.5% drop compared to the same period in 2023.

This marks the first decline in album sales in nine years, after a steady rise since 2014 that peaked at over 100 million units in 2023.

By week 51 (December 21), the number of "million-seller" albums had fallen to 21, down from 34 the previous year. In 2023, two albums sold over 5 million copies (Seventeen's 'FML' and Stray Kids' '★★★★★'), and one surpassed 4 million copies (Seventeen's 'Seventeenth's Heaven'). In contrast, 2024's top-selling album barely crossed the 3 million mark.

Seventeen continued to lead in sales for both years, but their figures showed a steep decline. Their 10th mini-album 'FML' sold 5.54 million copies in 2023, while their 12th mini-album 'Spill the Fills' sold only 3.18 million copies in 2024.

Export figures also highlighted the industry’s challenges. Data from Korea Customs Service showed that album exports totaled $129.39 million in the first half of 2024, a 2.7% decline from 2023 and the first negative growth in nine years. However, the second half of the year brought recovery, with exports from July to November reaching $141.15 million—a 2.9% year-on-year increase.

Amid this turbulence, BTS and BLACKPINK are expected to spearhead K-pop's revival in 2025.

For HYBE, 2025 carries special significance as BTS returns to full activity. RM, V, Jimin, and Jungkook will complete their military service, and SUGA will be discharged from alternative service, reuniting the group and reestablishing their presence on the global stage.

YG Entertainment is placing its hopes on BLACKPINK to lead its 2025 roster. While members have pursued solo projects, established new agencies, or signed elsewhere, YG retains the rights to their group activities. BLACKPINK is set to make a full-group comeback and embark on a world tour, with their last tour reportedly generating ticket sales of 300 billion won ($225 million).

Meanwhile, SM Entertainment is marking its 30th anniversary with "SM Town Live" concerts. These shows, featuring current groups and legendary acts like H.O.T., S.E.S., and Fly to the Sky, sold out both dates at Gocheok Sky Dome. SM also plans to debut its first girl group since aespa, further solidifying its "K-pop pioneer" legacy.

JYP Entertainment continues to demonstrate its global vision and talent development expertise. In early 2025, JYP will launch a new boy group, KickFlip, while established acts like TWICE in Japan and Stray Kids in the U.S. continue to strengthen its lineup, ensuring the company’s reputation as a leader in the idol industry.

With these major comebacks and projects on the horizon, K-pop is poised to rebound from 2024's challenges. Fans across the globe eagerly anticipate the returns of BTS, BLACKPINK, and other iconic groups that have defined the genre's success.

What are your projections in K-pop for 2025?

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