On August 18, a new force is set to enter the K-pop scene, burdened yet honored by one of the industry’s most heavyweight titles. Big Hit Music—the label known as a powerhouse of boy groups—will unveil CORTIS, its first new boy group in six years since Tomorrow X Together (TXT). As the agency behind record-breaking groups like BTS and TXT, the debut of CORTIS is already seen by many as a guaranteed success. Yet at this critical juncture for Big Hit Music in 2025, CORTIS faces more than just the excitement of new beginnings; their arrival may very well determine the company's trajectory.

A 'Prepared Monster' Inheriting the Big Hit DNA

CORTIS’s appeal is not merely inherited by virtue of their agency. Built around the unique identity of a "young creator crew," every member participates in songwriting, composition, choreography, and even video production—making them the epitome of a self-producing idol group. This creative DNA is a direct legacy from Big Hit Music, the very formula that powered BTS’s global rise.

Their confidence is not without substance. Even before debuting, members Martin and James have already proved their skills, contributing to tracks like TXT’s "Deja Vu" and ILLIT’s global hit "Magnetic." Behind their youthful exteriors, these teens have the abilities of seasoned producers. This "readiness" has already set K-pop fans abuzz with anticipation.

The Burden of the Crown Lies With the Youngest

However, behind the dazzling spotlight looms a pressure perhaps too immense for newcomers. The debut of CORTIS is the final piece in Big Hit Music's crucial trio of 2025 challenges: the successful return of BTS as a complete group post-military service, the re-signing of TXT who stand as the company’s backbone, and now, the successful launch of a new group to complete a trilogy of hits. These intertwined goals place a heavy burden on CORTIS.

Adding to the pressure, recent "owner risk" controversies involving Chairman Bang Si-hyuk have rattled the company, turning CORTIS’s debut into an unpredictable variable. The group now faces the implicit responsibility to revitalize internal morale and stabilize wavering stock prices. Breaking through all these obstacles, CORTIS must prove their value in an already saturated fifth-generation boy group market—a path that promises to be anything but easy.

Their Strategy: Embracing Difference

Recognizing these challenges, HYBE and Big Hit Music's approach centers on "difference." HYBE CEO Jay Lee has publicly declared that CORTIS "will diverge from existing groups in both production and fan engagement." There is no intention to cast them as the "second BTS" or "second TXT." Instead, through their “young creator crew” identity, CORTIS aims to break from conventional K-pop formulas, introducing a genuinely new approach to the market. Whether this commitment to difference will resonate as refreshing or alienating to K-pop fandoms will prove pivotal to the group’s fate.

A Historic Debut Amid Unprecedented Challenges

In conclusion, CORTIS enters the K-pop arena with perhaps the most advantageous starting line—carrying the brands of "Big Hit" and "proven talent"—balanced by immense burdens: completing three major corporate missions, confronting market saturation, and facing internal risks. Their success or failure is not just about one rookie group; it will serve as a bellwether for Big Hit Music's future at this critical turning point, and for the next evolution of K-pop itself. Now, the industry awaits their debut on August 18 with bated breath.

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

Photo=Big Hit Music, HYBE