Was aespa’s “KWANGYA” Concept A Bust? Fans Wonder If SM Entertainment Is Scrapping it

Since their groundbreaking debut in November 2020, aespa has captivated the K-Pop world with their innovative concept of blending artificial intelligence and an alternate universe narrative.

The quartet introduced not only a fresh sound but also a unique storytelling dimension through their digital alter-egos (aes) and their home, the mystical KWANGYA, from SM Entertainment‘s SMCU. This bold venture set aespa apart, offering a new way to experience music and storytelling in K-Pop.

However, recent developments have raised questions about the future of this distinctive concept. After captivating fans with their debut and the powerful mini album Girls, aespa made a surprising shift in style with the release of MY WORLD earlier this year.

This mini album, featuring a more relaxed, summer-themed aesthetic with cheerleading-style outfits, marked a significant departure from their previous warrior-like image. Songs in this album leaned towards a lighter, more accessible style, a stark contrast to the complex narratives and intense visuals that characterized their earlier works.

The shift became more pronounced with their latest comeback, DRAMA, which continued the trend away from the KWANGYA concept. Fans, initially thinking this might be a temporary change or an experimental phase, are now left pondering the permanence of this shift. The absence of their digital counterparts in recent promotions has further fueled these speculations.

A recent interaction between Ningning and a fan has added to the mystery. During a face-to-face fan sign event, a fan expressed a desire to hear Ningning sing a cover of “Run,” as she had done during her pre-debut video. However, this time, the fan asked Ningning to do it without her digital counterpart “ae-Ningning.”

: Ningning, I really like to listen to Run, if there’s a chance is it possible to sing it?
: Yes, I’ll sing it next time.
: You have to do it as a YouTube content. Not ae-Ningning but just Ningning singing alone.
: There’s no ae-Ningning now.
: Really?

No more ae?? pic.twitter.com/2urfUdNBOK

— i (@_aescalade) November 30, 2023

Ningning’s response was shocking but also telling: “There’s no ae-Ningning now.” This brief exchange has reverberated through the fan community, raising concerns about the discontinuation of the KWANGYA concept and the aes.

ningning said the aes are gone????? pic.twitter.com/kpTL94l0ME

— ִ (@devourinas) December 1, 2023

Netizens and fans are now actively debating the reasons behind this potential shift. Some speculate that the company might consider the KWANGYA concept a failure, given the challenges in maintaining such a complex narrative and the mixed reception from the broader audience. Others wonder if this is a strategic move to appeal to a wider, more mainstream market by adopting a more conventional K-Pop image.

I feel bad for aespa cuz tbh I don’t think sm has any idea of what they’re doing with them like I know lsm is gone so they won’t push the kwangya concept as much as him but to get rid of the aes when that’s like their whole concept doesn’t make any sense to me

— alex???? (@irenelosopher) December 1, 2023

so the æs are really gone. that's it. we weren't being paranoid at all, they really did get rid of the æs. they really did get rid of aespa's concept.

— KARIYONCÉ ⁴¹¹ (@RINAlSSANCE) November 30, 2023

As the speculation continues, what remains clear is the talent and charisma of the aespa members. Whether they continue with the KWANGYA concept or chart a new path, their ability to adapt and evolve will be key to their ongoing success. Fans and industry watchers alike will be keenly observing their next steps, looking for clues in their music, performances, and public appearances.