K-Pop’s ‘Seven Year Itch’ a concern for fans of BLACKPINK, who celebrate their seventh anniversary

It’s a K-Pop celebration that has a tinge of reluctance to it for netizens, as K-Pop group (and PeopleWorld favourites) BLACKPINK are currently celebrating their seven-year anniversary as a band - eliciting fears however of the dreaded “seven-year itch” that many K-Pop groups find themselves in at this milestone of their careers.

The celebrations for the group won’t just be in South Korea though, with the band posting on TwitterX a series of “projection stunts” to take place in New York City, Los Angeles and San Francisco, with more dates promised by the group. No clue what the “projection stunt” may entail, but more updates will be made available through the band’s official Discord channel.

But with seven years comes an itch - the “seven-year curse” in K-Pop might not have the same detriment to relationships as the “Rosé Curse,” another infamous meme that’s popped up from K-Pop fandom.  The term has been used to describe a phenomenon in the K-Pop (Korean Pop) industry where many idol groups disband or experience significant changes around the seven-year mark of their careers. 

This “curse” stems from the typical duration of contracts signed by idols with their agencies upon debut; these contracts encompass various aspects of the idols' careers and are often around seven years in length. The intense training, gruelling schedules, and evolving dynamics within the group, coupled with changes in the K-Pop landscape and creative differences, contribute to this pattern. 

Additionally, the requirement of mandatory military service for male idols and the expiration of contracts further influence the trajectory of idol groups, potentially leading to hiatuses, departures, or significant transformations. 

What K-Pop groups have succumbed to the “Seven Year K-Pop Itch”?

Though there are a number of acts that have fallen foul of the “curse”, including 2NE1 (2009-2016), 4Minute (2009-2016) and Wonder Girls (2007-2017 after numerous lineup changes around the seven-year mark), the biggest casualty of the “curse” happens to be one of the biggest K-Pop groups to emerge from the scene - Girls’ Generation (SNSD)

Girls' Generation were a highly influential and successful girl group under SM Entertainment, known for their catchy songs, impressive choreography, and strong visuals. The group debuted in 2007 and experienced major popularity both in South Korea and internationally.

Around the seven-year mark after their debut though, Girls' Generation underwent significant changes; some of the original members decided not to renew their contracts with SM Entertainment, leading to changes in the group's lineup and activities. While some members pursued solo careers or other endeavours, the group's dynamic shifted, and their activities as a full group became less frequent.