Starship Entertainment‘s vice president, Seo Hyun Joo, recently interviewed with Korean media outlet JoongAng Ilbo and opened up about the success of the company’s 4th-gen girl group, IVE.
IVE debuted at the end of 2021 and recently celebrated their first anniversary. Since their debut with their hit song “ELEVEN,” IVE has captured the nation’s hearts with their charm and talents.
A month before their one-year anniversary, IVE became one of four K-Pop girl groups to win “Best Rookie” and a Daesang award in the same year at the 2022 Melon Music Awards and the third-fastest girl group in K-Pop history to win a Daesang.
The group has seen enormous success as rookies, but Seo Hyun Joo surprisingly revealed that she didn’t initially expect the level of success they’ve seen.
The process was not easy and I still have a lot of doubts.
— Seo Hyun Joo, Starship Entertainment vice president
Seo Hyun Joo has been actively involved in the formation of IVE and the group’s creative process and has created the group with a global market in mind.
IVE has held their own among what grew to be a fierce line-up of 4th-gen girl groups, each with their own charm and a massive amount of popularity.
Among popular 4th-gen girl groups, Seo Hyun Joo has identified what makes IVE stand out.
We plan to show listeners and fans alike how we will stick to our values but will always be changing.
— Seo Hyun Joo
She points out the fact that IVE’s three title tracks, “ELEVEN,” “Love Dive,” and “After LIKE,” each a success, have their own unique color. She said this is intended to keep DIVEs on their toes and constantly guessing what is up the group’s sleeve next.
The second unique aspect of IVE that Seo Hyun Joo feels is their strength is the group’s attitude and self-confidence.
IVE’s unique characteristic is its high self-esteem attitude that all of the members have, which is filled with self-confidence not only on the outside but also on the inside.
— Seo Hyun Joo
IVE’s success continues to be recognized by fans and industry experts. Check out what experts predict for the group in the article below!