BABYMONSTER is facing growing pressure inside and outside the company as YG Entertainment steps up efforts to position the rookie girl group as the act that will become BLACKPINK's successor on the global stage.
Approaching its second anniversary, BABYMONSTER has yet to secure the same clear flagship status that BLACKPINK previously enjoyed at the agency, despite debuting with huge expectations as YG's first new girl group since 2016.
The group's early momentum was shaken by an underwhelming response to pre-debut single "Batter Up" in November 2023, which drew criticism for a dated concept and was released without member Ahyeon due to health issues, according to the Korea Times.
Although the group made a "true debut" with full seven-member promotions and the mini album "BABYMONS7ER" in 2024, industry observers say they are still fighting to build a strong identity in an increasingly crowded fifth-generation girl group market.
YG founder Yang Hyun-suk has repeatedly talked about BABYMONSTER as the agency's next-generation core act and outlined an aggressive roadmap for their activities.
In a New Year announcement for 2024, he promised fast-paced promotions, including the digital single "Stuck In The Middle" and the group's first mini album, saying the members' vocals would show a different side of the YG sound.
He also emphasized the members' young ages, likening his approach to caring for daughters rather than just managing artists, and stressed that the company was investing heavily in their training and releases, Pinkvilla reported.
However, recent moves by YG have fueled debate among fans about whether the company truly intends to make BABYMONSTER the direct successor to BLACKPINK.
The launch of the "2026 YG Special Audition: Go! Debut," a large-scale project to discover new rookies to follow in the footsteps of BIGBANG and BLACKPINK, has raised questions about the label's long-term plans.
With BLACKPINK now contracted to YG only for full-group activities, the company is under pressure to secure a dominant new flagship, placing BABYMONSTER in an awkward spot, as they were once hyped as "the second BLACKPINK" yet are already facing potential internal competition.
Analysts note that BABYMONSTER still has significant potential thanks to strong vocals, visuals, and growing international interest, including planned fan events in major Asian cities.
Many in the industry believe that if YG can deliver consistent, well-timed releases and a clearer concept, the group could still rise to become the company's next major pillar rather than a temporary placeholder in the post-BLACKPINK era, as per Korea JoongAng Daily.
