(Photo courtesy of YG ENTERTAINMENT)

 

[Hanteo News = Reporter KIM YEONWOO] BABYMONSTER has returned with new music. Having demonstrated their abilities through powerful performances and impressive live vocals, the group is now showcasing a different side of themselves with an emotional pop ballad. As BABYMONSTER continues to grow with the support of its global fandom, attention is turning to whether this comeback will help the group reach a broader audience.

 

BABYMONSTER released its new digital single ‘DESERVE’ on October 23, approximately four months after ‘SUGAR HONEY ICE TEA’ in June. The song combines lyrical synthesizer melodies with a retro atmosphere and heartfelt lyrics that reflect on past memories while wishing someone happiness. As the song progresses, its gradually intensifying emotions and the members' expressive vocals leave a lasting impression.

 

What stands out about this release is BABYMONSTER's willingness to explore new musical territory. While the group has primarily delivered powerful energy through hip-hop and dance music, this time the focus shifts toward their voices and emotional expression rather than performance alone. The music video also captures the song's poignant and melancholic atmosphere through cinematic visuals and a narrative centered on the relationships between its characters. By revealing a different side of themselves from the intensity of their previous performances, BABYMONSTER has broadened its musical range.

 

BABYMONSTER is a seven-member multinational girl group consisting of RUKA, PHARITA, ASA, AHYEON, RAMI, RORA, and CHIQUITA. The lineup includes three Korean members, two Japanese members, and two Thai members. The members' diverse cultural backgrounds may serve as an advantage in connecting with fans across different countries. Combining their individual personalities with strong vocal, rap, and performance abilities, the group has steadily expanded its presence in the global market.

 

The fact that BABYMONSTER is the first girl group introduced by YG ENTERTAINMENT since BLACKPINK also contributed to the high expectations surrounding its debut. The group has since established its own musical identity through releases such as ‘SHEESH’ and ‘DRIP’, showcasing powerful music and a commanding stage presence. However, translating its global recognition into broader mainstream appeal in Korea remains an important challenge. In a market where numerous girl groups attract audiences with their distinct musical styles and concepts, further defining what makes BABYMONSTER unique will be essential.

 

In that sense, ‘DESERVE’ represents another opportunity for BABYMONSTER to demonstrate its potential. For audiences familiar with the group's high-energy performances, the song introduces a new dimension, while listeners who have already recognized the members' vocal abilities can appreciate them from a different perspective. By exploring a wider variety of music rather than remaining confined to a particular genre, BABYMONSTER may also create more opportunities to reach new listeners beyond its existing fandom.

 

Of course, a single change in musical direction is not enough to establish a group's long-term identity. What matters is how BABYMONSTER builds on this experience to continue developing a sound that is distinctly its own. If the group can maintain its strengths in powerful performances and live vocals while connecting with audiences through a broader range of music, more listeners may come to discover its appeal.

 

BABYMONSTER is also set to embark on its second world tour, ‘2026-27 BABYMONSTER WORLD TOUR [춤 (CHOOM)]’, with 31 performances across 18 cities on five continents. As the group expands its activities on the global stage, anticipation is growing over how it will continue refining its musical identity.

 

Moving beyond expectations as BLACKPINK's junior group and becoming recognized for the name BABYMONSTER itself is the next step. The challenge is to turn the group's already proven talent and diverse charms into greater recognition and affection from a wider audience.

 

With ‘DESERVE’, BABYMONSTER has opened the door to new musical possibilities. The hope is that this release will introduce more listeners to the group's music and mark another meaningful step in establishing its own identity.

 yeonwoo38@hanteo.com