HYBE’s April comeback rush aligned with BTS’s full-group return
Kicking off with the group BTS’s dazzling return, label artists under HYBE—including TOMORROW X TOGETHER (TXT), LE SSERAFIM, TWS, and ILLIT—are set to make a mass comeback in April. As a result, an unavoidable, intense “unprecedented in-house showdown” is expected to unfold.
A chain of moves by big groups like TOMORROW X TOGETHER and LE SSERAFIM
Leading the lineup first is TOMORROW X TOGETHER, under BigHit Music. They will release their eighth mini album, “7TH ERA: When the Wind Stopped for a While in the Thicket,” on the 13th. Since it’s their first new release after renewing all contracts, global fan expectations have hit their peak. Next, the boy group Cortiz will carry the momentum forward with the release of their second mini album, “Green Green,” on May 4, following a pre-release of audio tracks on the 20th.
The momentum from other sub-labels is also fierce. LE SSERAFIM, which has solidified its position in the global market, and the rookie group TWS, ILLIT also join the April comeback lineup. With large groups featuring distinct concepts going head-to-head at the same time, a showdown of firepower inside HYBE has become inevitable.
Synergy creation, or distraction of buzz?
Industry experts say this April comeback rush is happening in tandem with BTS’s full-group return after 3 years and 9 months. The prevailing interpretation is that, while strategically avoiding the peak moment of BTS’s activity, the group’s global buzz in K-pop—driven by BTS—is expected to be absorbed by HYBE’s own artists, all as part of a highly calculated strategy.
However, with the schedules overlapping, a ranking battle in areas such as audio chart positions and album sales is unavoidable. All eyes are on music fans around the world to see whether HYBE’s relay comebacks under one massive roof will create synergy—or whether the buzz will simply be scattered.
