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We are getting closer to the middle of the year, and K-Pop has largely remained a mixed bag so far. We have had some great hits such as ‘Like Jennie’ by BLACKPINK’s Jennie, ‘Rebel Heart’ by IVE, and ‘Too Bad’ by G-Dragon ft. Anderson.Paak, which spent multiple weeks on top of the Circle Digital Chart. However, it is difficult to come across ‘K-Pop Irritainment,’ something that's delightfully offbeat or polarizing. A track that doesn't just continue the sonic identity of a group but pushes them in a new direction.
In 2025, established artists such as BLACKPINK, BTS’s J-Hope and Jin, G-Dragon, and BSS have charted on Billboard charts. Only a couple of new-gen groups, including BOYNEXTDOOR, LE SSERAFIM, IVE, and PLAVE, can leave their marks. This slow-paced charting has also impacted social media trends. The popular tracks are created for easy listening that comes and goes along with the weather. So, what are the longtime K-Pop fans playing on socials? Before we get into it, let's first take a look at what exactly K-Pop Irritainment is.
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What's K-Pop Irritainment, and Where Has It Gone?
The term “irritainment” is an umbrella term; it refers to entertainment that is irritating and suitable for hate-listening, but it also includes well-intended offbeat music. For K-Pop, the latter meaning is nothing less than the holy grail. Several groups, especially from earlier generations, have dabbled in interesting play with samples, addictive arrangements such as ITZY’s ‘Dalla Dalla,’ diverse concepts like Girls’ Generation romancing a lion in ‘Lion Heart,’ and a pinch of broken English that makes more sense when you don't know the language well.
Much of such experimentation, be it in production, visuals, or performance, has slowly evaporated from the industry. The passion and ability to produce songs such as ‘Catallena’ by Orange Caramel is turning into a lost art. The cult classic song opens with the trio screaming — and the last one needs to be off-beat and harsh for the cover to be accurate.
Another example is BTS’ ‘Spine Breaker,’ a sharp commentary on youth experience and societal pressure, wrapped in simple and intentionally less-than-perfect choreography. Their self-created MV is also making a statement about ‘flex culture’ with its attempts at obnoxiousness through available means. It’s easy to follow, gets the point across, and is absolutely hilarious. It may not make it to everyone's playlists, but its repeat value is high.
Additionally, the lack of "K-Pop Songs Not To Show Locals" YouTube videos is evidence that the more K-Pop goes mainstream, the more it’s losing its oomph. Melodies are subdued, choruses are chanted, and the English is perfect. These are perfect for streaming, but as a writer who has tracked K-Pop trends for years, I’ve seen how irritainment songs spark more online debate and fan energy than algorithm-friendly tracks ever could.
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