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STAYC pushes boundaries with bold concept in new single

April 4, 2025

K-pop girl group STAYC has embraced a bold and powerful transformation with its fifth single, “S,” shedding its signature bright and bubbly image for a darker, more intense concept.

The shift wasn’t just visual — STAYC’s music has also taken a dramatic turn. The new album, set for release at 6 p.m. Tuesday, pulses with an intense, fast-paced bass and house beat, a stark contrast to their previous sound characterized in such songs as “ASAP,” “RUN2U,” “Teddy Bear” and “Bubble.”

The six members spoke about their journey in crafting this new direction during a group interview with reporters Wednesday.

K-pop girl group STAYC is seen in this photo provided by High Up Entertainment. (PHOTO NOT FOR SALE) (Yonhap)

“It was the label and producer who first proposed the idea of trying a bold concept,” member Sieun said.

The initial suggestion was met with hesitation, as the members struggled to picture what the transformation would look like.

“At first, we had no clear image in mind since the producer only mentioned making a bold, new attempt without playing the (lead) song,” Sieun explained. “But once we heard the track, we knew we could do this.”

“My heart was racing upon hearing it,” she recalled. “Even just listening to the beat and sound made my heart race, and the vocals were also quite challenging. So, I was really excited to see how the song would turn out.”

But stepping into this bolder style wasn’t without its challenges. One of the biggest hurdles was adjusting their vocals to match the track’s intensity.

“The producer told us to sing boldly, but I’d never sung that way before,” another member Yoon admitted. “During the first recording session, I kept asking myself whether I was doing it right. The first day didn’t go well, but by the second day, I gathered my courage and pushed myself even further. I thought I was overdoing it, so I apologized to the producer. But he said, ‘No, this is exactly it.’ That was a turning point.”

Sieun, the team’s main vocalist, said she had to push the limits of her voice.

“And when it comes to choreography, this is the first time we’ve filled the dance with intense, non-stop movements. I put in a lot of effort to achieve this physically, consistently exercising.”

Sumin added that the group experimented with new musical elements.

“If we always started with melodies before, this time we’re starting with rap. That’s something you haven’t seen from STAYC before.”

The new album consists of three tracks with “Bebe” as the lead single.

According to the band, the lead single expresses the desire to break free from the version of oneself that only conforms to others’ expectations and instead reveal the true self hidden within.

“We always want to be loved by everyone, but this song captures the desire to express oneself authentically, regardless of others’ attention or love, because ‘I love myself so much,’” she explained.

Sieun, Isa and Seeun shared that they felt more comfortable performing the song than previous tracks.

When asked whether this bold transformation signals a permanent shift in direction, the group was quick to clarify, responding with a unified “No.”

“We’ll continue,” Sumin affirmed, referring to the group’s signature “teen-fresh” concept. “That’s what we aim for — to lead the culture of the younger generation with fresh music.”

Still, the members hope this release broadens the public’s perception of the group.

“With this album, I think we can really establish that we’re not just a cute and refreshing group but also a group that’s more daring than people thought. I hope people recognize that STAYC can handle various concepts well,” Sumin said.

Sieun agreed, seeing this as a defining moment for the group.

“I hope this album becomes a turning point for STAYC, helping us take a step forward as artists. I feel that each of our individual colors has become even more pronounced this time.”

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