On the 24th, a noteworthy rookie group made its debut appearance on Mnet’s “M Countdown,” catching the attention of the K-pop scene. The new boy group IDID from Starship Entertainment, stepping onto the stage under the “pre-debut” label, displayed commanding stage presence and drew passionate responses from fans that solidified their mark. Their performance made one thing clear: In today’s K-pop industry, “pre-debut” is no longer just a sneak peek—it has become the crucial first round that can determine a group’s success or failure.

Renowned as an “artist powerhouse,” Starship Entertainment has shrewdly utilized this pre-debut system, pioneering a new formula for success in the fifth generation of idol groups. What is the secret behind their strategy, and can the well-prepared newcomers IDID continue the legacy of their accomplished predecessors?

From IVE to Kiki, Starship's winning formula keeps evolving

Starship’s pre-debut approach wasn’t developed overnight. The company has continually adapted and personalized this strategy for each group based on market conditions and group characteristics, beginning with their smash-hit fourth-generation girl group IVE. At that time, Starship strategically centered the group around two “prepared stars,” Jang Wonyoung and Ahn Yujin, who already had a massive following from their activities with IZ*ONE. Although their presence alone nearly guaranteed commercial success, Starship unveiled the remaining members gradually, giving each the chance to showcase individual appeal and build anticipation. This tactic elevated pre-debut expectations to new heights, allowing IVE to set the unprecedented record of sweeping both the Rookie of the Year and Daesang grand prizes upon debut.

Refusing to rest on its laurels, Starship then proved a different formula with the group Kiki. Without any megastar at its center, the company focused on high-quality, web-series-style pre-debut content to shape a strong narrative and unique worldbuilding. Fans became invested not only in Kiki’s music but in their backstory and concept, powering the group to chart-topping heights and earning them reputation as “concept masters” immediately after their official debut.

Now, the pinnacle of this evolution is IDID. For IDID, Starship undertook its most ambitious pre-debut effort yet, launching an original survival program called “Debut’s Plan.” This extended and resource-intensive approach transparently revealed the members’ growth journey, forging a deep sense of connection as viewers felt they were directly nurturing “their own idols.” The powerful core fandom developed through months of storytelling turned into a solid guarantee of explosive results when IDID officially debuted in September. Through these efforts, Starship’s pre-debut is now firmly positioned as a group-specific “launching system” rather than a one-size-fits-all recipe.

To be continued in part ②...

Note “This article was translated from the original Korean version using AI assistance, and subsequently edited by a native-speaking journalist.”

Photo=MHN DB, Mnet M Countdown, Starship Entertainment