Woozi of Seventeen delivers an acceptance speech after the K-pop boy group won the Artist of the Year award at the 2024 MAMA Awards at Kyocera Dome in Osaka, Japan, Saturday. Courtesy of CJ ENM

K-pop boy band Seventeen's Woozi, holding back tears, said the group "never imagined standing here, let alone receiving these awards" after they claimed the Artist of the Year award at the 2024 MAMA Awards in Osaka, Japan, Nov. 23.

The group took home two grand prizes, including Album of the Year, alongside three additional trophies, further cementing its position as one of K-pop's top acts.

Debuting in 2015 under Pledis Entertainment, a medium-sized agency, Seventeen overcame the challenges of being a 13-member group and rose to prominence. Its strength lies in its dedicated fandom, which fuels both album sales and concert attendance.

Its 11th mini-album, "Seventeenth Heaven," released in October 2022, set a K-pop milestone with 5.09 million copies sold in its first week. This year, its best album and 12th mini-album, "Spill the Feels," each recorded around 3 million sales, putting Seventeen on the brink of selling over 10 million albums in two consecutive years.

Its concerts filled massive venues, including Seoul World Cup Stadium, Japan's Tokyo Dome and the Osaka Kyocera Dome. In the United States, it held 10 shows, showcasing its global appeal. Seventeen's appeal lies in its high-quality music, intricate choreography and individual member talent.

Pop music critic Park Hee-ah described the group as "a textbook example of K-pop excellence," adding that every member contributes uniquely, ensuring none are overshadowed. Its variety show, "Going Seventeen," has also helped maintain a strong connection with fans.

Members of Seventeen sing their hit tracks at the "Right Here" world tour at the Goyang Sports Complex in October. Courtesy of Pledis Entertainment

Strengths and limitations

Seventeen's ability to balance refreshing charm with rugged edge, and seamlessly adapt to diverse styles is considered one of its strengths.

However, this same versatility is also viewed as a weakness, as it can lack distinctiveness. The group's 13-member lineup allows it to showcase a wide range of appeal, but it can also result in a scattered focus.

Jung Min-jae, a pop music critic, said, "Excelling across the board can also mean that its unique identity is somewhat diluted. This might explain why, despite its strong popularity in South Korea and Japan, it is comparatively weaker in markets like the U.S. and Europe compared to groups like Stray Kids and Ateez."

Seventeen has yet to achieve a No. 1 spot on the U.S. Billboard 200 chart or enter the Hot 100 singles chart. Additionally, despite several hits, it lacks a universally beloved anthem like BTS' "Dynamite" or "Spring Day," which limits its reach beyond a core fanbase.

Critics highlight the need for a breakout track that resonates with all demographics.

The boy group Seventeen / Courtesy of Pledis Entertainment

Standing at crossroads

The group's impending military service is another obstacle. Following Jeonghan's enlistment in September, all Korean members, except S.Coups, who is exempt, must fulfill their mandatory service. Critics see this as both a challenge and an opportunity.

"Military hiatuses could allow members to showcase individual charm," said Park, citing the example of member Seungkwan's success in entertainment programs.

However, critics agree that more members must build individual public profiles to sustain the group's momentum.

As Seventeen navigates its 10th year, the group stands at a crossroads, balancing its existing dominance with the need to broaden its appeal and strengthen individual identities.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.