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What’s in a name? A K-Pop group performing by any other name would sound just as entertaining…or perhaps not. The K-Pop idol branding and trademarks are an extensive and essential part of the industry. Oftentimes, a group’s complete brand is created even before its members are finalized. In 2025, this integral part of the business that creates the first impression of the group and the foundation of the fandom experience has become an important subject.
Until the 3rd generation of K-Pop, not many idol groups continued activities post the seven-year contract. Several of the successful groups separated to pursue a solo career or expand their horizons in new directions. Now in 2025, a group is more likely to continue the journey, but they may not all agree to do so under the same label. Due to this, the discussion about K-Pop idol branding and trademarks has become even more essential.
Just in the past year, B.A.P returned as BANG&JUNG&YOO&MOON to promote their sixth EP, “Curtain Call,” after disbandment in 2019. NewJeans announced they will promote as NJZ amid legal disputes. Three members of FIFTY FIFTY (SiO, ARan, and SaeNa) also debuted as ablume marking a fresh start after their legal battles with ATTRAKT.
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More recently, second-generation idols HIGHLIGHT earned the trademark rights to their former name, BEAST, and released a new track, “Endless Ending.” (G)I-DLE also transformed into i-dle, and SS501 teased a comeback under the name Five O One. These shifts, while often arising from separation from their former labels, actually have deeper reasons related to branding, identity, power, and longevity in the K-Pop industry.
Let’s break it down.
What are the Major Types of K-Pop Idol Branding?
K-Pop has always been ahead of the curve when it comes to branding. Long before debut stages and chart-topping singles, groups are introduced with a full visual identity. This includes logos, official colors, dedicated websites, fandom names, lightsticks, and even emojis. Their branding isn't just limited to visual identity but also their unique space in the K-Pop scene. For instance, when BIGBANG debuted in 2006, they quickly made headlines as “artists among idols.” News about their participation in the formation of the group and production of their music spread wide, quickly separating them from their competitors.
hoshi is one of the few kpop idols who succeeded with his branding and trademarks. his tiger agenda too strong he started bagging kelloggs as endorsement 🐯 pic.twitter.com/by7pRIWjwg
— fi⋆˚࿔ (@yawnjeonghans) March 5, 2025
In 2023–2025, newer groups debuted as the leading acts of 5th generation K-Pop beginning with RIIZE. The group's label, SM Entertainment, announced that they will debut a new-gen group, thus marking the beginning of a new era. It was wildly different than previous generations, which were either coined by fans or media for easier diversification of industry trends. Meanwhile, groups like RE:WIND, 1VERSE, and Big Ocean place emphasis on representation in their messaging. This becomes a vital pillar of their branding that resonates with many fans.
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