KPOP CONCEPTS – Aegyo to A.I

Both nonfans and newcomers to the Kpop fandom have probably pondered this question: What makes Kpop so popular? or Why is KPOP getting more and more popular? We can’t deny that there are certain characteristics special to Kpop, setting them apart from Western music. From catchy melodies to intense choreography, and now even a bit of A.I (artificial intelligence) there’s no specific answer to what makes KPOP so attractive and worth fangirling over. However, one of the highlights of the industry is the unique KPOP concepts and their fashion.

Fans would know best that the most popular Kpop concepts are broad-ranging and require much dedication. Aside from aesthetic backdrops, idols’ iconic wardrobes make them shine and give them a powerful impression to fans. Their costumes definitely amplify their stage presence and striking performances.

If you want to know what’s the formula behind the most successful concepts in Kpop not just in fashion but also overall production, we’ll now cover the most popular ones you’d love to follow! Also, get to know the ins and outs of what exactly concepts or themes are in the context of Kpop.

Table of contents

• What are Kpop Concepts?
• Classic & Popular Kpop Concepts
  • Innocent & Cute (Aegyo)
  • Techwear
  • Elegant
  • Retro
  • Girl Crush
  • Dark Concept
  • High School
  • Summer
• Modern KPOP Concepts
  • Fantasy
  • Sci-Fi and Futuristic
  • Sustainable and Eco-Friendly
  • Interactive Story Telling
  • Melodic Renaissance
  • Bright and Funky Boy Group Sounds
  • Signature Sounds
  • Short but Dense Songs
• Signature Concepts of Popular Kpop Groups
  • BTS
  • BLACKPINK
  • Red Velvet
  • TWICE
• The Best Kpop Concept

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What are Kpop Concepts?

Concepts are the specific themes Kpop idols follow for a comeback or as a consistent group identity. These themes are displayed through their songs’ genre and lyrics, their music videos’ settings and mood, and most especially, their costumes’ experimental style. What makes these concepts distinctive from Western pop culture is that the Kpop industry usually goes the EXTRA mile in exhibiting these chosen themes. Some Kpop groups even employ storylines that use futuristic, horror, or fantasy elements just to provide an intense impression.

Most of the time, the staff of entertainment agencies themselves are the ones who come up with concepts for Kpop idols to follow. However, idols themselves can somewhat choose their concepts especially when they also get to produce and write their songs (Take BTS, for example). Depending on their objectives, they may pick trendy concepts that surely appeal to fans or unique themes for a fresh and possibly iconic take and nowadays, fans can participate too by providing feedback to their fave group’s company (which we’ll discuss further later).

Kpop groups can either stick to their original concept or have more than one concept. One example of Kpop idols following a consistent concept is Dreamcatcher. Since their debut with ‘Chase Me‘ to their recent music video ‘BEcause,’ Dreamcatcher has never failed to give an intimidating and haunted vibe with their music style.

On the other hand, Red Velvet is one of the trendsetters of contrasting concepts for every comeback. They manage to pull off an eerie and mature theme like in ‘Peek A Boo‘ and a cutesy and vibrant concept like in ‘Red Flavor.’

Given the diversity and creativity of Kpop group concepts, there is no exact number on how many themes are out there. Moreover, idols are continually debuting and they always have something fresh to offer to the audience. However, we’ll cite a few iconic concepts in Kpop that we’ve seen from many idols of various generations.

Classic & Popular Kpop Concepts

Let’s start from the basics or we could say the most common concepts that almosta ll KPOP groups have already ventured. Firstly because they already have a reference from the older generation but secondly, because they are usually effective.

Innocent and Cute (Aegyo)

This enduring concept remains a fundamental pillar of K-pop, especially for rookie groups seeking to establish their presence in the industry. It emphasizes youthful charm, wholesomeness, and relatable personalities that appeal to a broad audience demographic. The concept focuses on fresh, bright imagery and sweet, memorable melodies that showcase the artists’ natural charisma. AEGYO is literally what establishes a KPOP group. It’s like an unwritten rule.

Example: NewJeans’ “Ditto” (2022) revolutionized the innocent concept with its modern interpretation, establishing a new benchmark that numerous groups continued to follow through and build upon throughout 2024 and 2025. Their success demonstrated how traditional concepts can be reimagined for contemporary audiences while maintaining their core appeal.

Techwear

Techwear is a prominent fashion trend in Kpop that combines comfort and streetwear style using the color black. While aesthetic comes first in the entertainment industry, you would see padded vests, combat boots, clasps, belts, and harnesses being the highlights of techwear fashion.

Example: You can see some of these on the techwear version of aespa’s ‘Black Mamba’ choreography video. All in all, this is the ideal outfit if you want to channel an edgy and dystopian future vibe. You can read more about this concept in our Kpop techwear article.

Elegant

Elegant fashion is a classic and foolproof concept that Kpop idols continually rely on.  Like in TWICE’s ‘What is Love?’ music video, this style gives a classy and even royal vibe that is sure to make idols stand out among the crowd. Despite looking fancy, the Kpop elegant concept is one of the easiest to mirror due to its traditional style. Heels and free-flowing dresses are its staples. Check out our article on Kpop elegant concept for more ideas.

Retro

The retro concept is a throwback to the previous fashion trends which are at least 20 years old. All the fun and vibrant notes of this concept are displayed in boldly patterned outfits and striking palettes, which can be seen on TWICE’s ‘Signal’ music video. With this iconic theme, idols revive old-fashioned prints and designs that prompt nostalgia. If you want to know more about this, you can read our article on Kpop retro concept.

The nostalgia trend maintained its strong presence throughout 2024 and 2025, with numerous groups paying homage to different historical eras through their music and visual presentations. This concept allows artists to bridge generational gaps while introducing younger audiences to classic styles and sounds reinterpreted through a modern K-pop lens.

Example: GFRIEND’s “MAGO” (2020) stands as a pivotal moment in K-pop’s retro revival movement, introducing a sophisticated disco-inspired sound that masterfully blended vintage elements with modern production. The song’s success sparked a wave of retro-influenced concepts throughout the industry, with numerous groups incorporating disco, synthwave, and classic pop elements into their releases throughout 2024 and 2025. ICONS indeed.

Girl Crush

The girl crush concept is a wide-ranging fashion that simply shows female empowerment, just like BLACKPINK‘s vibe in ‘How You Like That’. There are no specific items that narrow down the scope of the girl crush concept, but it can be identified as ‘badass.’ As long as these outfits make you feel confident and inspiring, your girl crush concept is on point! You can know more about this style here in our girl crush concept article.

Dark Concept

The dark concept is an edgy and intimidating trend that may provoke a haunted, violent, or sexy impression. Again, black is the primary hue of this concept to bring mystery, power, and sophistication. This is another masterpiece displayed by BLACKPINK in ‘How You Like That‘. With such a timeless color, stylists rely on black for idols to exhibit a guaranteed allure. Know more about this concept through our Kpop dark concept post. Not only aegyo is the concept that keeps on giving but the dark concept has also been here as long as aegyo is.

High School

The high school or school concept is a fan-favorite theme that delivers a youthful and lovely atmosphere ( a bit similar to aegyo actually) . Just like the common East Asian school uniforms, short pleated skirts and white blouses for women are the staples of this concept. They are sometimes paired with blazers for a more formal look.  STAYC in their song ‘Stereotype‘ can be seen sporting cute high school uniforms.

Summer

A summer concept will always be the norm at least once a year for most Kpop girl groups (and happily, boy groups now too). For a fresh and more casual look by the seaside, idols show more skin with sleeveless tops, denim shorts, and flip-flops. Short airy dresses and flowers also make their wardrobe more fun under the sun. TWICE’s ‘Dance the Night Away’ music video is one of the best examples of this concept.

Another best example are THE BOYZ’ “Lip Gloss and Thrill Ride”.

Modern KPOP Concepts

Fantasy

The allure of mystical and magical themes has grown stronger in K-pop, with groups creating increasingly elaborate fantasy worlds that blend traditional fairytale elements with contemporary K-pop aesthetics. This concept has expanded to incorporate various mythological traditions, urban fantasy elements, and original magical systems, providing rich creative possibilities for artistic expression. Groups implementing fantasy concepts often develop intricate storylines that span multiple releases, creating immersive experiences for their fans.

Example: Oh My Girl’s “Closer” remains a quintessential fantasy concept in K-pop, setting a gold standard for magical storytelling through music. Its influence continues to inspire new interpretations of fantasy themes, with groups incorporating everything from traditional folklore to modern magical realism in their concepts. There’s a lot of solo artists that ventured this concept too but the list is kinda long.

Sci-Fi and Futuristic Concepts

Now this is where everyone became more competitive. A.R or A.I, they’re all embedded in KPOP now (or safe to say in the music industry in general). The exploration of science fiction themes has become increasingly sophisticated in K-pop, with groups developing complex narratives that incorporate advanced technological concepts and dystopian storytelling. These futuristic concepts often address contemporary social issues through the lens of speculative fiction, creating thought-provoking content that entertains and engages (and fans can participate more).

Examples:

1. EXO – “MAMA” and Beyond: EXO’s debut concept of superpowers has evolved into a blueprint for complex sci-fi narratives. Their “EXODUS” album expanded this universe, introducing themes of parallel worlds and time travel. In 2024, EXO’s comeback “Quantum Leap” further developed their sci-fi concept, exploring themes of quantum mechanics and multiverse theory through their music and visuals.
2. LOONA – “LOONAVERSE”: LOONA’s intricate universe concept spans multiple dimensions and timelines. Their 2025 release “Eclipse Paradox” delved deeper into this sci-fi narrative, featuring augmented reality elements in their music videos and live performances that allowed fans to interact with the LOONAVERSE in real-time.
3. aespa – “Nævis”: Building on their AI concept, aespa’s 2024 album “Digital Frontier” introduced more complex AI ethics themes. The title track “Sentient” explored the philosophical implications of artificial consciousness, accompanied by a groundbreaking holographic performance featuring interactions between the members and their AI counterparts. aespa’s continued exploration of the SM Culture Universe (SMCU) with their virtual avatars has evolved into a complex narrative ecosystem, incorporating augmented reality experiences, interactive storytelling, and revolutionary performance technologies that have redefined the relationship between artists and their digital personas.
4. TXT – “The Dream Chapter: ETERNITY”: TXT’s concept of youth in a magical world took a sci-fi turn with their 2025 release “Neon Genesis”. This album explored themes of virtual reality and the blurring lines between digital and physical existence, with music videos featuring stunning cyberpunk aesthetics.
5. EVERGLOW – “Arrival of Everglow”: EVERGLOW’s 2024 comeback “Starship Odyssey” fully embraced a space opera concept. Their elaborate music videos told a story of interstellar exploration and first contact with alien civilizations, complemented by futuristic fashion and zero-gravity-inspired choreography.
6. NCT – “Neo Culture Technology”: True to their name, NCT pushed the boundaries of their tech-focused concept with their 2025 project “Neural Link”. This concept explored themes of brain-computer interfaces and collective consciousness, featuring innovative use of motion capture technology in their performances.

Sustainable and Eco-Friendly

Environmental consciousness has emerged as a powerful force in K-pop concepts, with groups increasingly incorporating eco-friendly messages and sustainable practices into their artistic presentations. This trend reflects the industry’s growing awareness of environmental issues and its potential to influence positive change through music and entertainment. Groups are not only addressing environmental themes in their music but also implementing sustainable practices in their productions and merchandise.

Example: SEVENTEEN’s “Healing” campaign in 2024 represented a groundbreaking fusion of musical artistry and environmental advocacy, combining compelling music releases with impactful environmental initiatives. This innovative approach inspired numerous groups to integrate sustainability into their concepts throughout 2025, establishing a new standard for socially conscious K-pop.

Interactive Storytelling

The evolution of interactive storytelling in K-pop has reached new heights, with groups creating immersive universes that enable unprecedented levels of fan participation through various digital platforms. This concept leverages advanced technology to create dynamic narratives that respond to fan engagement, blurring the lines between content creators and consumers. The trend has led to the development of sophisticated apps, games, and social media experiences that extend the K-pop experience beyond traditional boundaries.

Example: The BTS Universe Story app has inspired a new generation of interactive experiences, with groups developing increasingly complex and engaging ways for fans to participate in their artistic universes throughout 2024 and 2025.

Melodic Renaissance

The industry witnessed a significant transformation in musical composition, gradually moving away from the chant-heavy structures that had dominated recent years. This shift marked a return to more melodically rich compositions, though not entirely replicating the dynamic melodic patterns characteristic of second and third-generation K-pop.

Throughout 2024, there was a notable increase in songs featuring stronger melodic hooks, with artists and producers finding innovative ways to balance contemporary production techniques with memorable tune structures. Some of these are: IU – “Celebrity” (2021), Red Velvet – “Feel My Rhythm” (2022), TWICE – “Moonlight Sunrise”, and BTS – “Yet To Come”. This renaissance in melodic composition demonstrated the industry’s ability to evolve while honoring its musical heritage.

Bright and Funky Boy Group Sounds

The exploration of brighter, funkier soundscapes continued to be a dominant trend among boy groups. Enhypen, ZEROBASEONE, TWS, and RIIZE emerged as prominent figures in this movement, each bringing their interpretation to the style. Yup, the 4th gen.

The saturation of similar-sounding releases led to discussions about the need for more distinctive approaches, even within established musical frameworks. Some groups managed to stand out by incorporating unique instrumental arrangements or unexpected vocal harmonies, while others struggled to find their distinctive voice in this crowded musical landscape.

Signature Sounds

A notable development in the industry was the emergence of groups (not really) actively cultivating distinct musical identities. This trend involved close collaborations with specific producers to craft unique sonic fingerprints that would set them apart in the competitive K-pop landscape. While not yet widespread across the industry, this approach yielded some of the year’s most critically acclaimed releases.

SEVENTEEN. That’s it. Not to be biased but if you ask any KPOP fan which group comes to their mind when “self-producing” idols is mentioned, 99.99% chance they would mention Seventeen. This title has been engraved together with their name that it became a consistent concept making them to have more recognizable group sounds. Groups that embraced this approach often found themselves better positioned to build loyal fan bases and establish stronger artistic credibility.

Short but Dense Songs

The industry’s tendency toward shorter song durations persisted, but groups like TWS demonstrated exceptional skill in maximizing these compact timeframes. These artists proved that shorter songs could still deliver complex musical ideas, intricate arrangements, and meaningful artistic expression. This approach to songwriting and production showed how creative constraints could foster innovation, leading to more efficient and impactful musical storytelling. The trend highlighted the industry’s ability to adapt to changing listener preferences while maintaining high standards of musical creativity.

FIFTY FIFTY – “Cupid” (2023): Another example of a short but impactful song, clocking in at just 2:54 but featuring a full verse-chorus structure and a catchy hook.

Signature Concepts of Popular Kpop Groups

BTS

As one of the most successful Kpop groups in history, BTS does not disappoint in showing ARMYs various concepts for every comeback. From their streetwear hip-hop fashion in 2013 to their elegant retro style in 2020, the seven-member boy group’s wardrobe has evolved over the years. While they may not have a consistent concept, one of the signature features of their comebacks is their versatility. With their outfits from ‘Dynamite’ and ‘Dope,’ BTS has proven that they can rock high school, boy crush, elegant, retro, dark, and other concepts perfectly.

BLACKPINK

By the name itself, BLACKPINK’s signature concept is girl crush by combining the coolness of black and the femininity of pink. Despite the various experimental styles BLACKPINK has effortlessly pulled off, their style still boils down to ‘badass‘ fashion that makes them so intimidating and empowering at the same time. Borrowing the elements of techwear, high school, and elegant concepts, BLACKPINK gives the iconic girl crush concept several spins. BLINKs can see this in all of the girls’ music videos, especially in ‘Ddu Du Ddu Du‘ and ‘Boombayah.’

Red Velvet

Red Velvet’s concepts can be defined as odd with quirky outfits such as those from ‘Zimzalabim.’ Sometimes, they can even be dark with underlying murderous notions like in ‘Russian Roulette‘ and ‘Peek A Boo.’ Needless to say, their theme for almost all comebacks has a cute but creepy idea underneath. While elegant, dark, and retro concepts are also exhibited, the distinctive quality of their concepts over the years is timelessly eccentric. This works excellently in Red Velvet’s favor to represent their iconic identity.

TWICE

TWICE is one of the most successful Kpop girl groups that employ the classic cute or aegyo concept. Despite the Halloween or spooky storylines under their ‘Knock Knock‘ and ‘TT‘ music videos, it is clear that TWICE puts more emphasis on the cuteness of their music, choreography, and even outfits. While many would argue that TWICE is now slowly moving away from the cute and youthful concept, it’s important to note that their pretty and adorable characteristics mainly serve as their stardom’s foundation (Take ‘Cheer Up,’ for example.) Their cute concept is also an essential feature of their summer-themed comebacks like ‘Dance the Night Away.’

The Best Kpop Concept

With all those popular Kpop concepts mentioned, you might be thinking about which one stands out among the rest. Truly, there might be some concepts that are more prevalent than others. However, the definition of ‘best’ in Kpop is multifaceted. Plus, with developments in technology, there are now endless possibilities of concepts in the future.

To nonfans of Kpop, perhaps the best concept is what Kpop is most popularly known of. In this case, the general cute or aegyo theme that gets divided into the summer, high school, elegant, retro, and other concepts is the winner for girl groups like TWICE. However, with the international recognition of ‘badass‘ girl groups like BLACKPINK and 2NE1, some may think that the revolutionary girl crush concept is just what everybody needs. For boy groups like Stray Kids, we’d often see the angsty dark concept dominating the industry for a teenage bad boy vibe. Along with that, techwear is famous for many Kpop boy groups like MONSTA X and girl groups like aespa sporting an edgy and futuristic look.

As you can see, just like the answer to ‘What makes Kpop so popular?’ there is also no universal answer to the best concept among Kpop groups. We’ve witnessed many Kpop groups rise to stardom while offering multiple and varied concepts. With that, for the best Kpop concept to follow, it’s entirely up to you. After all, one of the features of Kpop fashion is the freedom it gives you to experiment with different styles, even if they may seem bizarre (Looking at you, Red Velvet‘s Zimzalabim).

We hope you got all the most popular Kpop concepts you’ll need to dress like an idol.  If you still want more options, be sure to check out our post on Korean grunge, street, and club outfits!

Thanks for reading and happy shopping!