In 2023, fan-made slideshows of “ugly” K-pop idols trended on TikTok. Often, certain artists are branded as the ugliest members of their group and have significantly less popularity while the visuals of the groups were, surprise surprise, the most popular members. This is because many people choose their biases based on their looks, as people are naturally attracted to beauty.
What is K-pop? The Merriam-Webster Dictionary defines it as popular music originating from South Korea. Steezy describes it as a Korean music genre that draws on a wide range of musical styles. But while this may have been true in the past, K-pop is more of a brand name than an industry that prioritizes the quality of music today. By 2010, companies had realized that K-pop was not only about the songs they released but rather about the visuals of the people singing the songs. They now aimed to market idols, selling their faces to fans.
But even with this focus on visuals, you might ask, how can a pretty face override genuine talent? You would be surprised. Because, apparently, skill can be “made” through practice, but attractiveness is something you have to be born with. A K-pop idol trainer discussed, “Companies will never consider singing skills to be important because idols have a bigger chance of making it with their looks and charms than talent.” For example, a street-casted visual would be prioritized over an auditionee with training in vocals or dance.
Recently, people have become more aware of this shift in prioritization due to the popularization of K-pop among a more general audience. Groups like NewJeans and LE SSERAFIM have millions of fans both in South Korea and internationally. All of the members in both of these groups are conventionally attractive, yet their flashy performances and pretty smiles cannot cover up the fact that they never sing live. During encore stages, where there are often no backing tracks, listeners can easily notice how unstable their raw vocals are even without the added demand of dancing.
Another viral video demonstrating this was LE SSERAFIM’s recent performance at Coachella 2024, a music festival that prohibits lip-syncing. Even the main vocalists of the girl group couldn’t stop their voices from shaking and most of the performance was the group shouting lyrics at the crowd. Is there no longer a basic standard for the skill level of idols?
Let’s compare LE SSERAFIM with aespa, a girl group that performed at Coachella in 2022. After watching both of their performances, it is evident that aespa performed considerably better. The thing is, the Coachella performances were two years after both groups’ respective debuts, highlighting the major difference in skill. But, guess who has more popularity? LE SSERAFIM. Sure, singing and dancing can be difficult, but why are these obviously less skilled groups gaining more fans than ones with objectively better technique?
Netizens have started to pick on this question as well, with comments on widely known groups’ performances ranging from “Nowadays, idols don’t get taught to sing. Such a shame,” to “They really need to get some vocal lessons.” One specific comment mentioned, “HYBE is killing K-pop.” HYBE is one of the “Big 4” companies in the industry, home to superstars such as BTS and TXT. Many talk about how HYBE’s new K-pop groups cannot perform without lip-syncing, yet are receiving popularity due to their looks and the company’s prestige.
It’s funny how these are the same people who worship typically beautiful idols. Why do some K-pop fans seem to prioritize visuals over vocals, yet simultaneously do not hesitate for a second before criticizing groups and saying that they have no talent? Fans have no right to complain when they perpetuate this issue. Their support and contribution to the popularity of the conventionally attractive idols shows the industry where to invest their money.
I believe that there should be a set of expectations in order to become an idol – basic standards such as being able to sing live while successfully executing the choreography – so that pretty faces cannot make up for the lack of talent. However, the requirements should also not be so strict that idols are constantly criticized for making tiny mistakes.
The evolution of K-pop from a place of immense talent to a more visual-driven industry shows what I believe to be society’s prioritization of face over skill. While the emphasis on visuals has undoubtedly brought international popularity to idols, it also raised questions about the standards of being an artist. As K-pop moves forward through the next generations, it is essential to find a balance between visual appeal and musical talent. For this, fans, companies, and artists must reevaluate the values of the K-pop industry, ensuring that idols’ worth is based on a balance of skill, visuals, and effort.
