From a ‘Hip-Hop Powerhouse’ to a ‘Global Empire’ The 30-Year Journey That Changed the Landscape of K-pop
[OSEN=선미경 기자] From JINUSEAN and 1TYM to BIGBANG and BLACKPINK, and now TREASURE and BABYMONSTER, YG Entertainment (hereafter YG) holds a special place in the K-pop industry. The company embedded hip-hop DNA into the mainstream music market, discovered and developed artists capable of succeeding on the global stage, and has maintained the unique identity of “YG-style” for 30 years through successful generational transitions.
YG began in 1996 as Hyun Planning, founded by YANG HYUN SUK following the disbandment of Seo Taiji and Boys. It later became Yang Goon Planning in 1998 before officially changing its name to YG in 2001.
Over the past three decades, YG has consistently produced outstanding artists and global stars. Beginning with the success of JINUSEAN and 1TYM, the company went on to nurture the late Realslow, Gummy, and SE7EN, before BIGBANG and 2NE1 emerged to dominate the industry. Through WINNER, iKON, and AKMU, YG established its survival-show-based system and later gave birth to BLACKPINK, now a global superstar act. Today, TREASURE and BABYMONSTER are leading YG into a new generation.
This is what makes YG special. For the past 30 years, the company has continued discovering and developing artists across a wide range of genres in a rapidly changing music industry without losing its “YG-style.” Positioned between hip-hop DNA and idol music, YG firmly established its own identity through a “self-producing system,” creating the unique brand value known as “YG-style.”
At the center of it all has been YG Executive Producer YANG HYUN SUK, the embodiment of YG’s spirit. With his unwavering belief in music and keen eye for star potential, he discovered and developed the artists who define YG today. He emphasized self-written music and producing abilities, building artist identities based on talent and artistry. Through overseas tours and live performances, YG artists strengthened their stage presence and proved their skills on the global stage. This ultimately led YG artists to become synonymous with being “irreplaceable.” As YG celebrates its 30th anniversary, we look back on the company’s 30-year journey and its significance.
JINUSEAN and 1TYM: The Beginning of YG’s Hip-Hop Swagger
YG’s beginnings were unique. At a time when hip-hop was still unfamiliar to the Korean mainstream, the company boldly launched with the genre. JINUSEAN and 1TYM introduced YG-style swagger and transformed hip-hop into music that captured public attention. They crafted their own distinct style and evolved it into a brand, playing a key role in establishing YG’s hip-hop identity.
After laying the foundation with JINUSEAN and 1TYM, YG strengthened its image as a company known for talented musicians through artists such as the late Realslow, Gummy, SE7EN, Lexy, and Big Mama. During this period, YG expanded beyond hip-hop into soul and R&B music, reinforcing its vocal lineup and broadening the spectrum of YG-style music.
The Arrival of BIGBANG and 2NE1 Changed the Idol Industry
On August 19, 2006, the debut of BIGBANG became a turning point that reshaped the idol industry. BIGBANG led the K-pop wave, symbolized the second generation of K-pop, and emerged as trendsetters. The group captured both fandom and mainstream popularity while dominating not only the music scene but also fashion and broader pop culture with overwhelming influence.
BIGBANG also symbolized a team that handled most of its own production through members’ self-written songs and producing abilities. This went beyond the conventional image of idols and changed public perception. The group is also recognized for opening the door to K-pop’s global expansion by conducting what was then the largest North American tour by a Korean act. Since then, BIGBANG has frequently been cited as a role model by younger generations and has become a symbolic K-pop brand. Celebrating its 20th debut anniversary this year, BIGBANG will embark on a world tour with YG.
Following BIGBANG, 2NE1 played a major role in expanding K-pop fandom overseas by championing the “girl crush” concept. As a symbol of hip-hop-based female groups, 2NE1 broke stereotypes with their intense hip-hop style, differing from the innocent, sexy, or cute concepts that dominated girl groups at the time. With a strong and free-spirited image combined with high-level music and performances, they presented a new direction for girl groups. During their active years, 2NE1 became the first overseas girl group to hold a world tour, building a fandom that extended beyond Asia into North America.
WINNER, AKMU, and iKON: The Birth of a New Generation
Beginning in 2013, YG expanded its survival-program-based system. Although BIGBANG also debuted through a survival format, this marked the point when the system became fully reinforced. WINNER and iKONfirst gained attention through team competitions on the 2013 program “WIN: Who is Next?” WINNER debuted first after winning the competition, followed later by iKON.
Like BIGBANG, both WINNER and iKON were teams with strong producing abilities among their members. Based on their high-level songwriting and composing skills, they completed their team identities through self-produced music. WINNER differentiated itself by covering not only hip-hop but also rock, ballads, and dance pop, ultimately establishing its own genre known as “Winner Pop.” Through BIGBANG, WINNER, and iKON, YANG HYUN SUK continued YG’s “self-producing” system and strengthened the brand value of “YG-style.”
Sibling duo AKMU also added a unique color to YG. The pair formed a connection with the company after winning SBS audition program “K-pop Star Season 2.” Like YG’s other self-producing teams, AKMU is centered around member LEE CHANHYUK’s songwriting. Since debuting in 2014, the duo has consistently produced hit songs and become part of an important era in YG’s history.
BLACKPINK: The Most Global IP
Debuting in 2016, BLACKPINK is currently regarded as the most global IP among K-pop girl groups. BLACKPINK added yet another layer to YG’s DNA. Based on YG’s signature hip-hop foundation, the group presents music across various genres. Most notably, they popularized a girls’ hip-hop style that fused the girl-crush concept with BLACKPINK’s signature powerful hip-hop beats. By successfully handling multiple genres, BLACKPINK captured both fandom and mainstream audiences, producing numerous hit songs.
BLACKPINK proved YANG HYUN SUK’s eye for talent by achieving success with a style distinct from 2NE1. Through outstanding skills and visuals, each of the four members established strong group and individual fandoms by maximizing their own unique charms and personalities. After enduring four to six years of training, they refined their abilities and established themselves as a team known for exceptional stage performances. As BLACKPINK’s overseas fandom rapidly expanded, the group set numerous records on YouTube and the Billboard charts in the United States, while also achieving the highest-grossing tour by a vocal group in global history. BLACKPINK continues to make meaningful achievements as a stadium-touring act and a headliner at the Coachella Festival in the United States. Celebrating their 10th debut anniversary with YG, the members continue to thrive both together and individually.
TREASURE and BABYMONSTER: Generational Transition and YG’s Future
TREASURE, which debuted in 2020 and carries on the legacy of YG boy groups, was also launched through the survival program “YG Treasure Box.” Within just one year of debut, TREASURE surpassed 1 million cumulative album sales, proving themselves worthy of the title “monster rookie” with popularity extending beyond Asia. In particular, the group has continued successful activities overseas, especially in Japan, showcasing the strengths of performance-oriented idols through touring. Their skills, sharpened through live performances, continue to receive strong praise.
Ahead of its 6th debut anniversary on August 7, TREASURE will make a comeback on June 1 with its fourth mini album, “NEW WAV.” Through this new release, TREASURE plans to return to YG’s roots with intense hip-hop music and signal the beginning of the group’s second chapter. YG explained, “This is an album that expresses TREASURE’s diverse charms through the hip-hop genre,” adding, “The group will approach listeners with even bolder and more powerful appeal.” Armed with YG’s signature hip-hop vibe, TREASURE is determined to pioneer a new wave.
YG Executive Producer YANG HYUN SUK stated, “TREASURE debuted during the pandemic, which brought many difficulties in the global market. Personally, this album is the result I’m most satisfied with,” expressing confidence in the release. Known for his sharp and meticulous standards in music and performance, YANG HYUN SUK’s confidence is raising anticipation for TREASURE’s next chapter.
BABYMONSTER is being praised for successfully completing the generational transition by carrying on the legacy of YG girl groups established by 2NE1 and BLACKPINK. Debuting in April 2024, the group consists of highly skilled members selected according to YANG HYUN SUK’s philosophy of prioritizing top-tier talent. The members showcase flawless live performances using handheld microphones while also demonstrating excellent rap abilities and solid performance fundamentals. Every member possesses outstanding capabilities across all fields to the extent that they are considered true “all-rounders.”
Based on their strong skills, BABYMONSTER has become known as “masters of the stage,” recording explosive growth just two years and two months after debut. The group became the fastest K-pop girl group ever to surpass 12 million YouTube subscribers, while cumulative content views exceeded 8.4 billion. This demonstrates the strength of BABYMONSTER’s global fandom.
Following TREASURE and BABYMONSTER, YANG HYUN SUK plans to further strengthen YG’s identity by discovering new IPs. This fall, YG plans to launch its first new boy group in six years since TREASURE. In addition, following EVELLI and CHANYA, the company recently revealed KAYCI, signaling the beginning of a new four-member girl group tentatively titled NEXT MONSTER.
2026. 5. 19.
