Y2K: A new wave in K-pop?
It’s hard to deny the influence Y2K style has had on social media and current fashion trends, but Y2K’s growing popularity in the K-pop industry also can’t be ignored.
NewJeans have been a stand-out group to use the Y2K style. Image: NewJeans Official Twitter.
Y2K often refers to a style that draws elements from the 90s and 00s. This acronym stems from ‘the Year 2000’, and usually covers everything from fashion to hair.
In K-pop, concepts range from classic baggy clothing to a more cyber aesthetic inspired by the cyberpunk styling of the same era. Featuring colours such as purple, pink, blue and green, the style combines vibrant colours to stand out against previous trends.
New kids on the block: NewJeans
Y2K is argued to first be popularised in K-pop by rookie group NewJeans. The group entered the K-pop scene by exploring new and different fashion trends and music sounds.
Featuring the classic bunny beanie, NewJeans helped popularise their refreshing take on a K-R&B/K-pop fusion, clearly taking inspiration from the early 2000s.
“Attention”, a debut song from NewJeans, had a different sound and concept from other K-pop groups that had dominated previously, and, although a simple song, the R&B and Y2K influence made it an instant hit. Since the release of “Attention” in 2022, NewJeans have been redesigning the meaning of the 2000s through their debut.
Later hits from the group like “Super Shy” have continued to tribute the 2000s through the genre of the Jersey Club, a genre rarely explored in K-pop. Jersey Club was first introduced by DJ Tameil and Brick Bandit Crew members in New Jersey, drawing inspiration from house and hip-hop. Emphasising fast speed and staccato, it’s a fresh genre that has also been delved into by ODD EYE CIRCLE, making their songs stand out from their older hits.
Women at the forefront of the Y2K fashion movement
Solo artists, too, have made their take on Y2K style, as TAEYEON did in 2021 with her song “Weekend”. Featuring technology found in the early 2000s as well as a classic Juicy Couture set, TAEYEON payed tribute to trends reminiscent of the 90s and 00s.
Image: SM Entertainment.
During the 2000s, America was one of the leading powers in fashion and music influence. Thriving off the success of artists such as Beyonce, Jay Z, Shakira, Avril Lavigne, American pop culture can be credited for the birth of Y2K.
Meanwhile, in South Korea, groups like Girls Generation were pioneering the K-pop industry during the 2000s, along with other artists such as H.O.T and BoA. H.O.T’s ‘Candy’ topped the charts, being listed as ‘dance pop’. NCT’s recent remake of “Candy” serves as a tribute to the 90s, the sporty winter concept still proving to be a hit with fans today.
Global girl group XG have also been praised for successfully resurfacing the Y2K genre, although, different to NewJeans, XG have emphasised the cyber-punk elements of the trend that were circulating at the same time. Their new songs “GRL GVNG” and “TGIF” transcend from previous Y2K streetwear style seen in previous music videos into a complete cyber-punk look.
XG have embraced the cyber-punk elements of the Y2K style in their comebacks “GRL GVNG” and “TGIF”. Image: XG Official Twitter.
Y2K is also prominent with lesser known groups. Queenz Eye, a group that debuted the end of last year, featured an old hip-hop groovy beat to their most recent comeback, “UN-NORMAL”. Making use of the well known bucket hat and basketball shorts, the simple beat combined with the heavy bass and trumpet pre-chorus, the song mimics a 90s hip-hop hit, further diversifying the spread of Y2K in the K-pop industry.
Another notable attempt at the 2000s style is “Sugarcoat” by Natty from KISS OF LIFE. Low-rise cargo trousers are matched with a blue-black striped flannel, as well as brown leather with black skinny jeans, all coordinated in a way that would make sense in 2023.
The song was not only pushing for a neutral 2000s feel in terms of fashion, but also in the production of the song itself. Vinyl scratches used in production and the song are perfectly reminiscent of the 2000s.
Image: S2 Entertainment.
The 5th Generation group, TripleS, has likewise been built from the Y2K foundations. TripleS’s Creator and CEO, Jaden Jeong, created a hip-hop based song that explores the vices of social media. The pairing of lyrics discussing the complexities of technology with a Y2K styled concept may also be a deliberate choice from the production team since the 90s were notorious for technological development.
The influence of the 90s and 00s have drastically changed the trajectory of K-pop in 2023. While some groups have chosen to recreate a time gone by, others have used it as inspiration to work towards a completely new style that fits with trends today. The songs and artists mentioned in this article would be a perfect addition to anyone’s Y2K playlists.
Edited by Abby White.
