HELLO! India Exclusive: BABYMONSTER is the bold new face of K-pop’s next chapter

When a rookie K-pop act makes as much noise as BABYMONSTER has in just over a year, you know you’re watching a generational shift unfold. Since their debut in 2024, the seven-member group under YG Entertainment—RUKA, PHARITA, ASA, AHYEON, RAMI, RORA, and CHIQUITA—have emerged as a new kind of powerhouse; one that blends grit with a refreshingly youthful defiance. Their sound is distinctly dynamic, bass-heavy and fearless, yet tinged with emotion. From the self-assured BATTER UP which announced their arrival to their second mini album [WE GO UP], the K-pop group are solidifying their identity. Their recently-released album carries that message in full volume. A blend of slick hip-hop, R&B flourishes, and high-octane pop, it celebrates the act of rising, not just as artists, but as young women shaping their own creative space. 

What makes their rise fascinating is how global their fandom feels, and how deeply that love echoes in India. Within weeks of debut, their songs were trending globally and in India, the group found a fandom that resonates with their theme. It’s easy to see why: the group’s mix of hip-hop confidence, versatile vocal talent, and charming authenticity speaks to a new generation of listeners who crave both power and personality. In this exclusive conversation with HELLO! India, BABYMONSTER open up about growth, freedom, and the music that is powering their meteoric rise. 

For PHARITA, if there’s one lyric from WE GO UP that perfectly sums up BABYMONSTER’s attitude, it is “‘WE GO UP’! When we pull up, know it’s all on site, B.A.B.Y.M.O.N we up, up, up.’ “It captures our hip-hop vibe and confidence very well, along with a good message of going higher,” she says with a smile.

INSIDE WE GO UP

The music video for the title track WE GO UP expands on that concept, turning each member into a superhero-like figure with unique powers. ASA recalls the shoot as one of their most fun experiences to date. “I really wanted to have the ability to teleport, like RUKA did in our music video. It would be so nice to instantly go wherever I want, especially when there’s a lot of moving around,” she laughs. “During the shoot, there were scenes that showed each of our special abilities, so we had a lot of fun on set, and the atmosphere was lively. I think what makes this album so special is that we tried to capture not only the songs but also a full story and concept.”

CHIQUITA adds that the fantasy-like concept came with its own challenges. “I thought PHARITA’s ability to control time was really cool! If I had that power, I could slow down happy moments on stage and make them last longer,” she says. “Shooting the MV was so much fun but also challenging, because we had to show our abilities in a very dramatic way. We practiced a lot to make it look real, and I think that made the MV even more exciting! I hope MONSTIEZ gonna love it! But I think each scene has its own unique charm, and every member worked really hard on it.”

THE JOURNEY UPWARD

For RUKA, WE GO UP isn’t just the name of a song, it’s the group’s current reality. “It’s a song full of confidence about aiming higher, and I think it perfectly reflects who we are right now,” she says. “We’ll keep growing and keep going up because WE GO UP!” That collective momentum is visible in their evolution with sharper choreography, richer soundscapes, and a more defined identity.

The word “wild” is part of BABYMONSTER’s creative vocabulary, both as a song title and a philosophy. When asked about what’s on her “wild” bucket list, RORA doesn’t hesitate. She shared, “I want to become an artist who can fill stadiums one day. Looking out at our fans from the stage is the most beautiful moment for me, and I want to share that feeling with even more fans around the world in the future!” 

INSPIRATION BEYOND MUSIC

When it comes to what fuels their artistry, AHYEON finds beauty in quiet observation. “I find a lot of inspiration in taking photos,” she says thoughtfully. “Wherever I go, I try to capture different backgrounds and moments, recording the many sides of myself, and I often get inspired while doing that. I spend a lot of time thinking about how to express those different sides, and I love taking photos that reflect who I am in each moment.”

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For CHIQUITA, cinematic storytelling is what sparks her creativity. “Movies inspire me a lot! I love watching how stories and emotions are expressed on screen,” she shares. “Sometimes a scene or a character gives me ideas for how to show feelings in my performances or even in my music videos. It helps me think about how to tell a story through movement, expression, and energy on stage.”

As part of a new generation group under YG Entertainment that is home to groups like BLACKPINK, TREASURE among others, BABYMONSTER are aware of the legacy they’re building upon. ASA believes their distinct strength lies in how they balance charisma with authenticity. “I think BABYMONSTER’s unique charm lies in our sense of freedom and diversity,” she says. “On stage, we show our powerful and cool sides, while off stage, we try to stay natural and genuine so we can connect more closely with our fans. Going forward, we want to express our own colour even more clearly through new music and activities.” That sense of self-assuredness, cool yet candid, powerful yet personal, is what is setting them apart in the K-pop universe. With [WE GO UP], they’ve proved they’re not just chasing trends; they’re carving one for themselves. As their lyrics go, “B.A.B.Y.M.O.N we up, up, up.” Their rise, it seems, has only just begun.

(Also Read: HELLO! Exclusive: How K-pop band TREASURE has taken India, and the world by storm)