Putting the ‘K’ back in K-pop: how Rescene charmed South Korea

In an industry built on going global, K-pop’s freshest phenomenon has succeeded by doing the exact opposite: staying home. Rescene, a five-member girl group from little-known agency The Muze Entertainment, debuted in 2024 but largely flew under the radar until recently. Now, they are the talk of the town – chart-toppers, brand ambassadors and a name that is suddenly inescapable across South Korea. No stadium tours preceded their rapid ascent from relative obscurity. No Hybe-scale marketing...