cute concepts have always been a staple of kpop. they incorporate bright and happy songs, colourful music videos, and lyrics about love, friendship, and joy.

although the concept has existed since the beginning of kpop, the trend really kicked off in 2011 with the debut of apink, who were definitely pioneers of the cute concept. from there it only got more popular. 2015 in particular saw a boom in cute concepts, with the debut of gfriend being a particular inspiration for many other companies and groups.

however, since 2016 the cute concept has seen somewhat of a decline. this is partly to do with the rise in the girl crush concept, and just a general oversaturation of cutesy songs in the kpop industry. however, in 2022 and 2023 there has seemed to be a small resurgence of the cute concept with groups like csr and ily:1.

honestly, i love the cute concept. the songs are always so fun and the music videos and stages just have so much energy. i definitely think the concept can be stereotyped as 'boring' or 'samey' but i definitely don't agree. particularly as the girl crush concept is becoming very oversaturated, cute concepts have become quite refreshing again within the kpop scene.

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loona fromis_9 fromis9 apink gfriend twice lovelyz momoland csr ily:1 ily1 i.o.i ioi girls generation snsd girl's day