On April 23, HYBE announced that they will debut a new J-pop boy band named aoen with seven Japanese members, formed through the Japanese audition show "Oen-High ~Where dreams begin" Bright, talented, and already boasting a dedicated fanbase, aoen is HYBE’s next big step in conquering the Japanese market. But as the group steps into the limelight, an important question arises: can HYBE maintain harmony among its ever-growing roster of idol groups—or is it unknowingly setting the stage for internal competition and fan fatigue?
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| aoen Photo Credit - @YX_LABELS X account |
HYBE’s Expanding Idol Universe
Here’s a list of active idol groups currently under HYBE and its sub-labels:
Boy Groups
TOMORROW X TOGETHER (TXT) (BigHit Music)
&TEAM (HYBE Labels Japan)
SEVENTEEN (PLEDIS Entertainment)
TWS (PLEDIS Entertainment)
BOYNEXTDOOR (KOZ Entertainment)
aoen (YX Labels - HYBE Japan)
Girl Groups
LE SSERAFIM (Source Music)NewJeans (ADOR)
ILLIT (BELIFT LAB)
And that’s not counting soloists and trainees in the pipeline.
This is an impressive portfolio by any standard. HYBE isn’t just a K-pop agency anymore—it’s a multinational music conglomerate shaping trends in Korea, Japan, and beyond. But with great power comes… well, a high risk of internal collisions.
Overlapping Audiences, Colliding Fandoms
There’s no denying that many of HYBE’s groups appeal to a similar demographic: global teens and young adults who consume music online, follow dance trends on TikTok, and actively participate in stan culture. This creates overlap not only in music taste, but also in merchandise sales, streaming loyalty, and voting power on survival shows and award platforms.
Take for instance TXT and ENHYPEN—both considered “younger brothers” to BTS, both pulling from the same Gen Z audience. Or LE SSERAFIM and NewJeans, two rookie girl groups riding the Y2K wave, whose release schedules sometimes feel uncomfortably close. Now, with aoen entering the mix, HYBE is introducing yet another boy group—this time in the J-pop space, but promoted through familiar K-pop machinery.
It’s a delicate balance. Too many comebacks too close together, and fans start to feel overwhelmed. Too much branding overlap, and groups lose their individuality. And when that happens, fandoms clash—not just externally, but internally.
The Danger of Overexposure and Exhaustion
K-pop fans are among the most passionate, organized, and competitive communities in the world. But they also have limited emotional and financial bandwidth. Supporting multiple groups—especially from the same company—can lead to burnout. The endless cycle of streaming, voting, buying, and promoting can start to feel less like a joy, and more like a job.
The idea of "family" branding that HYBE tries to promote—groups supporting each other under one roof—is beautiful in theory. But it only works when every group has a clearly defined identity, a compelling story, and a unique sound. Not every group can ride on the coattails of BTS’ legacy.
Fans want to feel like their group stands out—not just as another product in a polished HYBE catalog.
aoen: A Litmus Test for HYBE’s Global Vision
aoen’s debut marks more than just the arrival of another boy group. It’s a signal that HYBE intends to take on J-pop using the K-pop playbook—high-production-value debuts, pre-built fanbases via survival shows, and a global rollout via platforms like Weverse. It’s bold, strategic, and risky.
But HYBE’s true challenge isn’t Japan—it’s managing the growing complexity of its idol ecosystem. One where the next hit song could just as easily start a streaming war between fans of two sibling groups.
If HYBE plays its cards right, it could dominate not just K-pop, but idol pop globally. But if it stretches fans too thin or dilutes its own brand identity, it could become a case study in how too much of a good thing becomes unsustainable.
Because in the end, no matter how big your company is—success in pop music still depends on storytelling, sincerity, and standing out.
The NewJeans–ADOR Conflict: Cracks in the Empire
Perhaps the most visible crack in HYBE’s facade is the ongoing dispute between NewJeans and their sub-label, ADOR. The situation—still unfolding—has cast a shadow over what was once considered HYBE’s most critically acclaimed girl group. With rumors of miscommunication, management issues, and internal struggles, the group is currently on hiatus.
And their silence echoes loudly.
With NewJeans out of the picture temporarily, the internal spotlight now shifts more heavily to LE SSERAFIM, ILLIT, and the debut of new units like aoen. This creates a vacuum—a hunger for attention, market share, and momentum that other HYBE groups are now expected to fill.
But that pressure can backfire. Not just on the groups, but on the fans who are expected to carry multiple banners at once.
Internal Competition?
Let's be honest—HYBE groups are beginning to compete not just with outsiders like YG or JYP, but with each other. The debut of aoen places them in direct psychological proximity to ENHYPEN, TXT, &TEAM, and even SEVENTEEN. On the girl group side, LE SSERAFIM and ILLIT are now positioned in a landscape formerly balanced by NewJeans.
HYBE’s Next Move Matters
HYBE must approach this moment with gentleness, care, and deep foresight. This isn’t just about maximizing profits. This is about managing the hopes and futures of dozens of young people, while maintaining balance among millions of fans who love them fiercely.
To avoid burnout and division, HYBE needs to:
- Invest in each group’s individual identity. Don’t mass-produce aesthetics. Let each group have their own soul.
- Balance promotion schedules. Don’t crowd the calendar to the point where groups step on each other’s comebacks.
- Offer internal mental health support. Especially now, as rumors and scandals brew, idols need to feel safe within their own label.
- Be transparent with fans. Because today’s fandoms aren’t passive—they read contracts, analyze data, and care deeply.
A Recipe for Greatness—or Collapse?
HYBE is standing at a crossroads. It could become the greatest pop engine in modern history—or it could implode under its own ambition.
Because as much as fans love polished MVs, catchy TikTok challenges, and Weverse drops—what they really fall for is authenticity, heart, and resilience.
Those don’t arise from fear of rivalry or the pressure to outshine one another — they’re born from compassion, vision, and the courage to grow together.