BTS Jungkook, EXO, New Jeans, hot 'battle for the throne'... Why was there a comeback in July?

Coinciding with the full-fledged rainy season in July, the music industry foreshadowed sunny days. Many idols reported comeback news. The lineup is splendid, from New Jeans, which has become a popular group, to EXO and BTS's Jungkook.

First, EXO will release their 7th regular album 'Exist' on the 10th of next month. It's been about two years since the special album 'Don't Fight the Feeling' released in 2021.

Fans had high expectations as it was their first comeback in a long time, but the process of their comeback was not smooth. As EXO's Kai suddenly enlisted in the army, he had to promise the next full comeback, and the so-called 'Chenbaekshi Incident' came out and shocked him. Chen, Baekhyun, and Xiumin recently filed an exclusive contract lawsuit against their agency SM Entertainment. Several controversies such as the theory of involvement of a third force also erupted. Afterwards, he plans to make a comeback as scheduled by delivering the news of the conflict with SM.

The next day, on the 11th, the group NMIXX will visit fans with their 3rd single album 'A Midsummer Nmix Dream'. It is a high-speed comeback after about 4 months since the first mini album 'Expergo' released in March this year. Previously, Enmix was listed on the US Billboard charts with the song "Young, Dumb Stupid" from their 1st mini album. Proving their competitiveness as an idol group. Enmix's high-speed comeback adds fun and is a factor in the comeback battle in July.

On the 17th of the same month, NCT Dream will return. This album is called 'ISTJ' and is their 3rd regular album. Prior to their comeback, NCT Dream started with Mnet's 'M Countdown' on the 22nd, followed by KBS2's 'Music Bank' on the 23rd and MBC's 'Show on the 24th! Music Core' and SBS' 'Inkigayo' on the 25th, they performed the pre-release song 'Broken Melodys' in their 3rd regular album. They are warmly warming up for their comeback by showing dynamic group dances with dozens of dancers.

New Jeans, which has established itself as a popular group, cannot be left out. On the 21st of next month, they announced a comeback with their 2nd mini album 'Get Up'. Expectations were raised with triple title songs such as 'Super Shy', 'ETA', and 'Cool With Me'. ITZY will release a new mini-album, 'Kill Mang's Down' on July 31st. The title song 'Cake' was performed by hit maker Black Eyed Pilseung.

The news of BTS' Jungkook's solo comeback is a hot potato in the music industry in July. Although the official comeback date has not been confirmed, fans' anticipation is already at its peak as he is the main vocalist of BTS, which has formed a worldwide fandom.

Why do famous idols come back in July? First, the schedule is aimed at various music festivals held in line with the summer season. After a comeback, it is possible to participate in festivals after finishing music broadcasts, etc., and engage in rich activities. After completing domestic activities, the overseas tour schedule will naturally continue.

Since the main K-pop consumer group (teens to 20s) is on vacation or taking a vacation in July, they can freely and actively participate in idol activities. As the demand for sound sources increases during vacations and holidays, it is perfect for album promotion or activities.

Also, if you get good results in the summer season, you can expect good results at the awards ceremony by continuing the atmosphere until the end of the year. This is a good gift not only for artists but also for fans.

July 2023. The domestic music industry is facing a splendid comeback battle. The hearts of K-pop fans are thrilled.

Reporter Yoon Jun-ho, Ten Asia delo410@tenasia.co.kr