The Changing Landscape of Spring Songs: Why New Hits Struggle to Bloom

As cherry blossom season reaches its peak, this year has seen a weaker wave of spring songs compared to the past. Known as 'cherry blossom pension', these seasonal tracks have resurfaced in the charts but lack the impact they once had. The trend of spring songs dominating the charts is now a rare sight, as existing popular tracks continue to hold their positions for extended periods.

D.O. has thrown his hat into the 'cherry blossom pension' ring with 'Popcorn'. Released two years ago, the song has recently gained traction again, aligning with the cherry blossom season. As of the 6th, it climbed to 27th on the Melon daily chart and further rose to 26th on the 'Top 100' chart by 9 AM. Its seasonal sentiment and easy-listening melody have brought it back into the spotlight.

BTS's 'Spring Day', released in 2017, also remains a chart staple, continuing to make its presence felt. As a steady seller, 'Spring Day' receives heightened attention during this season. Although released years ago, its lyrics resonate with BTS's narrative as all members have completed their military service and returned as a complete group.

Traditional 'cherry blossom pension' representatives are not missing either. IU and HIGH4's 'Not Spring, Love, or Cherry Blossoms' (2014) and Busker Busker's 'Cherry Blossom Ending' (2012) have re-entered the charts this year. Notably, 'Cherry Blossom Ending' was outside the rankings until last week but has returned to the charts as the blooming season coincides.

A noticeable trend is the absence of new 'spring carols'. In the past, new songs targeting the season were consistently released, but recently, attempts to release spring-themed tracks have dwindled. This trend aligns with the chart-centric consumption structure. Users increasingly consume songs that have already reached the top, rather than seeking out new tracks. Once a song secures a spot, it rarely drops, leading to a cycle where proven hits are repeatedly revisited.

The same applies to cherry blossom season. While users seek spring-themed songs, they tend to gravitate towards familiar choices. In contrast, new songs face limited exposure until they secure a chart position, making it difficult to gain momentum even with seasonal appeal. The environment, where hit songs maintain long-term dominance, also plays a role. With slow turnover at the top, there is little room for seasonal new releases to break through, making it challenging to find new spring carols.

Kim Ji-won, TenAsia Reporter one@tenasia.co.kr