NCT subunit JNJM debuted in February as the latest addition to the boy group's expanding roster of units. Courtesy of SM Entertainment
Across the K-pop industry, established groups are increasingly turning to subunits as both a creative experiment and a business strategy, forming smaller lineups that can explore sounds, concepts and audiences beyond the parent group.
The trend has only accelerated this year. In the first five months of 2026 alone, K-pop boy band Seventeen's vocal duo DK x Seungkwan debuted with the mini-album "Serenade" in January, while NCT's duo unit JNJM released its first EP "Both Sides" in February. Most recently, boy band DRIPPIN's trio ChaDongHyeop unveiled its debut single in May.
Together, the releases suggest something more deliberate than occasional side projects. In today's K-pop industry, the subunit projects have evolved into structural tools.
For entertainment agencies, the logic is relatively simple. Launching a new idol group requires years of trainee development, financial investment and no guarantee of success.
A subunit avoids much of that uncertainty. It arrives with an existing fanbase, brand recognition and promotional infrastructure already in place, while allowing agencies to test out different concepts or markets without fundamentally altering the identity of the original group.
BSS, the three-member subunit of K-pop boy band Seventeen, has become one of the genre's most successful unit acts with its upbeat, energetic sound. Courtesy of Pledis Entertainment
An industry insider from a major local entertainment label described the rise of idol subunits as "a natural evolution," noting that smaller units allow agencies to better spotlight the individual strengths and personalities of the artists.
"There is now a growing trend of companies planning unit activities from the earliest stages of a group's development, even before debut," the insider told The Korea Times on condition of anonymity.
Benefit for idol groups as well
Source: Korea Times News
