In August 2025, the K-pop industry hit a new turning point. Amidst the rivalry of countless groups competing under the “5th generation” banner, rookie group CORTIS from Big Hit Music made their debut in a way that felt as though they were from another dimension. Their arrival is not simply another addition to the wave of “5th generation idols.” Instead, it declares a shift in the K-pop paradigm from “performers” to “creators,” heralding the dawn of what is being called “The Creator Generation.”

Whereas previous 5th generation idols have focused on perfecting and amplifying completed products—short-form challenges, enhanced fan platform interactions, and polished performances—CORTIS has completely changed the question. Instead of “how can we present a flawless outcome,” they bring the origin of creation to the forefront, asking, “why and how did we make this?”

This approach is encapsulated by their identity as a “Young Creator Crew.” All members actively participate in songwriting, composing, and choreography. They even co-direct music videos and help design album packages. For CORTIS, this involvement isn’t optional; it’s essential. “Every single lyric is debated by all five of us,” they say, exemplifying a collaborative creation process. The goal is not a product that has been polished to perfection by outside experts, but a work brimming with the members’ raw thoughts and ideas.

Proven by 35 Treadmills: A New Kind of Self-Validation  

CORTIS doesn’t rely on lengthy explanations to prove themselves as creators. Their conceptual performance film for the pre-release track “What You Want,” which dropped on the 18th, serves as their manifesto.

In the deserts of Los Angeles, 35 treadmills run ceaselessly. The members dance atop them, drenched in sweat. These treadmills are more than just stage props—they are a visual representation of the hard work and time the members have poured into practice rooms and studios. In other words, their performance is a direct representation of their intense creative “process,” rather than just a lavish final product. This marks one of the most original and sincere acts of self-validation in K-pop history.

Their debut album “COLOR OUTSIDE THE LINES” puts this originality on full display. All members contributed to the lyrics and composition of the lead single, as well as B-sides like “GO!” and “JoyRide.” Maknae Sunghyun, who has written over 100 songs since his trainee days, and the already-acclaimed hitmakers Martin and James, make it clear: this is no “manufactured idol” group, but a team united by creation itself.

Redefining the Generation: The Hallmarks of a Creator Generation  

So, how does the “Creator Generation” CORTIS embodies differ from their 5th generation predecessors? First, while their seniors BTS blended their trainee experiences into hip-hop and pioneered lyrical self-narratives, the Creator Generation takes this a step further—turning the very process of building their story into content. Whether it’s Martin producing the group’s “logo sound” on his own software or members filming each other during work sessions, every moment of creation becomes part of CORTIS’s narrative.

Another key differentiator is the “dismantling of fixed positions.” Traditional roles like “main dancer” or “lead vocalist” mean little here. Each member is a producer, a performer, and a director. More than simply being multi-talented, this signals an era where one artist can express themselves through music, dance, visuals, and more—a truly integrated creative voice.

Beyond the 5th Generation: The Future of K-pop  

Certainly, CORTIS stands on the shoulders of giants—BTS and TOMORROW X TOGETHER. From BTS, they have inherited a philosophy of humility, while TOMORROW X TOGETHER has offered practical advice on stagecraft. These mentorships have grounded them in the essentials of K-pop artistry.

Yet, rather than settling into the roads paved by their predecessors, CORTIS is carving out new paths, just as their album title “Color Outside the Lines” suggests. Their upcoming “M Countdown” debut stage on the 21st and the official album release on September 8 will serve as fireworks launching the real beginning of this new generation.

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

Photo=MHN DB, Big Hit