KiiiKiii enters K-pop with goal to be outlier

KiiiKiii, Starship Entertainment’s first new girl group in four years since Ive, officially entered the K-pop scene Monday with the release of their debut EP, “Uncut Gem,” aiming to break away from traditional idol molds.

“Rather than trying to fit into certain standards, we value showing our natural selves,” said member Haeum during the group’s debut showcase held in Seoul.

“We believe our uniqueness is our greatest strength,” added Sui, while Jiyu shared that though the group stands out for their individuality, they "truly shine when we come together as one team.”

The five-member group drew significant attention with the prerelease of their single “I Do Me” on Feb. 24, which entered Melon’s Hot 100 chart at No. 13 and peaked at No. 4 on the platform’s Top 100. The track’s music video also topped YouTube’s trending video chart for two consecutive days following its release on Feb. 16.

“Time has flown since the release of ‘I Do Me.’ It’s been a joyful and exciting experience to perform and show ourselves on music programs,” member Esol said. “Thanks to the support we’ve received, we’re growing little by little. We’ll keep working hard to show even better performances.”

“Uncut Gem” includes six tracks: title song “I Do Me,” “Debut Song,” “Groundwork,” “There They Go,” “BTG (Been That Girl),” and “One Off.” The album blends various genres such as hip-hop, retro synth pop and EDM, with lyrics that reflect the group’s identity and ambition.

“The title ‘Uncut Gem’ refers to an unpolished stone. It represents our raw, unfiltered identity as we set out into the world with our own set of questions,” Jiyu said.

“The title track amplifies our confident charm. It expresses a girl’s determination to trust her own instincts and live confidently. The lyrics deliver a powerful message of youthful self-assurance,” Esol added.

Having debuted as part of the latest wave of girl groups — often referred to as the fifth generation — KiiiKiii is naturally positioned alongside other rookies such as SM Entertainment’s Hearts2Hearts, who debuted on Feb 24. While the comparison is inevitable, Esol expressed a sense of camaraderie rather than competition.

“Just being able to promote at the same time is an honor. Rather than seeing them as rivals, I think we’ll inspire each other and grow together,” she said.

KiiiKiii also said they received words of encouragement from their label-mate, Ive.

Jiyu, who trained with members of Ive, said, “I used to train with them, and I shared a vocal coach with Liz. She encouraged me and cheered me on, which meant a lot. I’d like to take this opportunity to thank her again.”

Looking ahead, KiiiKiii has their eyes on one of the most coveted rookie honors in K-pop.

“At the end of the year, I’d love for us to win Rookie of the Year,” Jiyu said. “You can only win it once, and it would mean the world to us.”