2024 was a whirlwind year for K-Pop (isn’t it always?). From the breakdown of HYBE/ADOR/NewJeans’ relationship to the final BTS members entering military service, the year delivered its fair share of highs and lows. Fans were treated to incredible albums and performances, standout releases from Rosé, Ateez, Jungkook, Stray Kids, Seventeen, Illit, and others, the rise of global acts like Katseye, and an emotional return from Big Bang at the MAMA Awards and 2NE1 at 2024 SBS Gayo Daejeon. As always, the year was also bittersweet, marked by the disbandment of many beloved groups.
Amidst the chaos, one bright spot stood out: the emergence of once-nugu groups into the spotlight. Acts like Kiss of Life found their stride, while others began to gain well-deserved recognition—thank you, #nuguvember! In a crowded industry, these “hidden gems” remind us of K-Pop’s endless potential. Here are some K-Pop artists we’re rooting for to have their breakout moment in 2025!
What Does Nugu Mean in K-Pop?
In K-Pop, “nugu” (누구), meaning “Who?” in Korean, refers to artists who are lesser-known or underappreciated in the wider fandom. These groups or soloists often struggle with lower album sales, limited chart presence, or fewer music show wins, despite their undeniable talent. While the term is subjective, it celebrates the underdogs who haven’t yet found their breakthrough moment.
PRIMROSE (프림로즈)
Primrose
Primrose, a four-member girl group under A.O Entertainment, has undergone significant changes since their debut. Following former member Yeum’s departure in March 2023, the group briefly operated as a duo with Ruby. However, a few months later, the addition of Nahyun (formerly of Hot Issue) and Rainie (formerly of BugAboo) in May 2023, and Hayun in June 2023, solidified the current lineup.
Their latest release, the third mini-album Steal Heart, features the titular single—a standout track blending a throwback R&B style with modern pop sensibilities. The song is an infectious earworm, effortlessly merging eras for a sound that feels both nostalgic and fresh. The accompanying music video brings the track’s vibe to life with an Ocean’s 11-style heist narrative, intercut with dynamic choreography. The members shine in striking leather ensembles and prison-inspired outfits, showcasing their charisma and versatility.
Steal Heart follows a string of strong singles, including Freya, a Nordic-inspired anthem, and the irresistibly catchy Laffy Taffy. Beyond their music, Primrose’s polished social media presence has helped cultivate a growing fanbase known as Prisms. While their music video views hint at rising popularity, album sales have yet to fully reflect their potential.
Primrose may not be out of nugu status just yet, but with their impressive musical output and engaging presence, they’re poised for a breakout in 2025. Prisms already know, but the rest of the K-Pop world should definitely keep an eye on this talented group.
U_Chae (유채)
U_Chae
PIXY, formed by Allart Entertainment and Happy Tribe Entertainment in 2021, faced early challenges, including pandemic-related delays to their debut originally planned for early 2020. Despite this, the group consistently delivered strong tracks and even embarked on a successful American tour. However, PIXY’s journey has been marked by lineup changes, with Lola’s departure in September following Dajeong’s (now U_Chae) exit just months earlier.
Each member of PIXY brought unique talents to the group, and Dajeong’s re-emergence as U_Chae has been particularly exciting. Her solo debut, AWAKE, arrived swiftly and with promise. U_Chae joined the K-Pop Breakout Tour to promote her music in the U.S., including a memorable panel at Anime Weekend Atlanta, which we had the chance to attend.
The AWAKE music video opens with U_Chae stirring from a nightmare, setting the tone for a hauntingly beautiful track. Sung entirely in English, the song captures the longing of reaching out to a lover: “Don’t be shy, all I want is you, from light to midnight.” While retaining some of PIXY’s darker thematic elements, AWAKE signals U_Chae’s transition to brighter, more personal concepts that align with her vocal style and artistic vision.
At just 2:26, the track is an unskippable earworm, leaving listeners eager to hit repeat. Coupled with her stellar collaboration with J-Pop artist Uki Satake on Morning Call, U_Chae’s burgeoning solo career is off to a remarkable start. With her blend of captivating performances, engaging storytelling, and a growing fanbase, U_Chae is quickly proving she’s an artist worth keeping on your radar.
VANNER (배너)
Vanner
Vanner is one of the longest-running groups to maintain nugu status on this list. Formed in 2019 under VT Entertainment, the group—comprising Taehwan, Gon, Hyesung, Sungkook, and Yeonggwang—took a unique approach to their debut, starting with performances in Japan before officially debuting and even embarking on a 2020 U.S. tour, “Vanner Rising in the U.S.”
Their big break came in 2024 when they competed in and won the idol survival show Peak Time, which boosted their profile and earned them their first music show win. Despite this success, Vanner still fits the nugu category for many, but their dedicated fanbase and consistent output suggest they’re on the cusp of leaving it behind.
The group’s hard work is evident—not only have they maintained their original lineup (a rarity in K-Pop), but their music keeps evolving. Their latest single, Automatic, seamlessly blends K-Pop elements from the 2nd generation to the present, offering a nostalgic yet modern vibe.
Will Vanner capture even more hearts in 2025, or are they already too big to be considered nugu? Only time will tell, but one thing is certain: Vanner is a group to watch.
@dizzzys Congratulations to Vanner @VANNER for your first win! #kpop #kpopfyp #vanner #vanner1stwin #musicshowwins ♬ original sound – DizZzyPop
E’LAST (엘라스트)
E’Last
E’LAST debuted as an eight-member boy group under E Entertainment, consisting of Rano, Choi In, Seungyeop, Baekgyeul, Romin, Won Hyuk, Wonjun, and Yejun. Since their debut, the group has maintained a consistent output of strong EPs, including Day Dream, Awake, and their best-selling Roar, which has surpassed 60,000 copies in sales. Most recently, they released their first full album, Everlasting, which reflects the meaning behind their name.
The group has also explored sub-unit promotions with E’LAST U, featuring Choi In, Seungyeop, Romin, and Wonjun. This sub-unit allowed these members to spotlight their unique strengths, showcasing new facets of their abilities and repertoire. Their track “봄의 시작 (The Beginning of Spring)” pairs surprisingly bombastic moments with airy, light visuals, while their strong dance skills remain front and center.
As a full group, their latest single from Everlasting, “Gasoline,” delivers a powerful performance. The choreography matches the song’s intensity, as if the group has taken their already impressive skills to the next level. It’s a fiery, standout track that reinforces their growth and ambition.
With their hard work, excellent tracks, and dynamic MVs, E’LAST is poised to reach even greater heights. 2025 may just be the year that more fans finally recognize all they bring to the table!
CRAXY (크랙시)
CRAXY
Craxy is a four-member girl group under Level ENM, consisting of Wooah, Karin, Hyejin, and Swan. Originally known as Wish Girls, the group debuted as a five-member unit before ChaeY’s departure in 2023. Since then, Craxy has gained recognition for consistently releasing strong tracks, with particular attention on their standout song “NUGUDOM” from their 4th mini-album, XX. The track’s lyrics showcase the group’s relentless drive with lines like, “I’ll be on top, I’ll never stop, I will be the one who makes my position,” while also cleverly nodding to F(x)’s “Rum Pum Pum Pum.”
Craxy has been targeting the American market, much like U_Chae and Vanner, with performances at KCON LA in 2023 and 2024, as well as a spot on the K-Pop Breakout Tour. Their style often evokes the charm and boldness of 2nd-generation K-pop while infusing a modern edge, as seen in tracks like “Requiem.” Despite the industry’s tendency to recycle looks and styles, “Requiem” stood out as a fresh and striking revelation.
Most recently, Craxy debuted their digital English release “Masquerade,” which they performed at KCON. The track carries a distinct Halloween-inspired vibe, blending eerie beats with themes of masquerades and the facades we wear with each other. Although an official music video hasn’t been released yet, we are hopeful it will drop in 2025, potentially propelling Craxy further into the global spotlight.
