QUIL COMICS – The benchmark for success for new K-pop idol groups under major agencies is always set incredibly high. When HYBE home to global superstars like BTS and NewJeans announced the debut of its latest girl group, TUIDE, public expectations immediately soared.

However, the reality of the domestic music industry does not always align with plans. TUIDE’s debut track, "SUN KISS," surprisingly failed to break into the Melon Top 100 the chart on South Korea's largest and most influential music streaming platform. As of October 9, 2026, the lead single from the mini-album TUNE & PLAY was reportedly stalled at number 108.

This outcome quickly became a hot topic, sparking heated debates across online communities such as TheQoo and Nate Pann, as well as on global social media. This is because TUIDE set an unfortunate precedent as the first HYBE girl group to fail to crack the Melon Top 100 upon debut.

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In contrast, their predecessors achieved remarkable success early in their careers: LE SSERAFIM scored a major hit with "Fearless," NewJeans shook up the industry with "Attention," and ILLIT immediately dominated global charts with "Magnetic." TUIDE's failure has inevitably raised serious questions about what went wrong with their launch strategy.

This achievement immediately drew intense scrutiny, as TUIDE became the first HYBE girl group whose debut song failed to crack the Top 100. In contrast, the debut tracks of their seniors such as LE SSERAFIM’s "Fearless," NewJeans’ "Attention," and ILLIT’s "Magnetic" soared to the top of the charts, even securing the number one spot immediately upon release.

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Key Points of Netizen Debate

TUIDE's failure to break into major domestic music charts sparked extensive discussion in online communities like TheQoo regarding the contributing factors:

  • Lack of Mass Appeal: Netizens felt that TUIDE's "soultronic" concept—a blend of soul and electronic music—lacked the ear-friendly qualities needed to appeal to the general South Korean public.
  • Performance Ability: Some comments suggested that the members still needed time to hone their confidence and stage presence as performers.
  • Negative Sentiment Toward the Agency: Some netizens linked the situation to declining public confidence in HYBE's recent artist management and promotional strategies.

The debate has also extended to the agency's reputation. Some netizens speculate that these results stem from a recent decline in positive sentiment among the South Korean public regarding HYBE's internal management and promotional strategies. Market saturation resulting from a rapid succession of girl group releases is also cited as a reason why the public has not rushed to listen to their latest material.

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Nevertheless, "SUN KISS's" domestic performance does not necessarily signify total failure for TUIDE. On the international stage, the group has demonstrated solid potential. Their mini-album, TUNE & PLAY, sold over 110,000 copies in its first week an impressive figure for a rookie group. Their music has also gained traction on global platforms like Spotify and secured a spot on the Billboard Emerging Artists chart.

This initial phase serves as a reminder that an agency's prestige no longer guarantees immediate dominance of the domestic market. All eyes are now on how HYBE and TUIDE will respond to this feedback during future promotions to turn the situation around.