By Pyo Kyung-min

For K-pop lovers, the name STAYC is best known for its signature sound — vibrant, bubbly melodies that simply scream teen spirit.

K-pop girl group STAYC — comprising six members Sumin, Sieun, Isa, Seeun, Yoon and J —debuted back in 2020 under a relatively new management agency, Highup Entertainment. Without the backing of major labels and having launched during the restrictive COVID-19 pandemic, few expected the girl group to achieve notable success — if at all.

However, STAYC's breakout came early in 2021 with its viral hit "ASAP." While many praised the track's catchy chorus and choreography, follow-up singles like "STEREOTYPE" (2021), "RUN2U" (2022) and "Beautiful Monster" (2022) successfully solidified the group's identity of bright, cute and girlish vocals.

But the STAYC arriving Tuesday with "S" is a different group — stronger, bolder and ready to challenge past perceptions.

"For a long time, people have associated STAYC with a fixed image of bright and cheerful," vocalist Sieun said in an interview at a hotel in Seoul's Mapo District, March 12. "But this time, we want to present ourselves as we truly are, without others framing us in a certain way."

She added, "We want to show a more honest version of ourselves — one that doesn't care about other's opinions and takes pride in doing things our own way."

Reflecting this mindset, the members arrived at the interview dressed in chic black-and-white outfits, with some even flashing glossy black stilettos. Their posture, gestures and overall attitude exuded a newfound level of confidence.

"Our goal is no longer about meeting the public's expectations," Sumin added, beaming. "It's about showing our authentic selves."

This, the members say, is why their new release, "S," is more than just a musical shift — it's a declaration of their evolving identity.

The album's lead single, "BEBE," is clear proof. With its deep rhythms and dance-driven energy, the song embodies the group's fresh mindset to break free from imposed labels and embrace its newfound confidence.

"Everyone has desires, but not everyone feels free to express them. The message of 'BEBE' is about breaking free from those frames, prioritizing ourselves and ignoring unimportant opinions of haters," Sieun explained.

"We drew a lot of inspiration from popstar Rihanna while working on this song. I practiced her deep, charismatic vocal style and tried to incorporate that feeling into the track," Sumin said.

Meanwhile, there is another underlying reason behind STAYC's drastic transformation, one rooted in challenges it faced.

While STAYC rose to early prominence with their bright, bubbly image, its first full-length album, "Metamorphic," released in July 2024, fell quite short of the highs they once reached — both in sales and media buzz — forcing the group to confront the harsh reality of the competitive industry.

This wane was one of the reasons behind STAYC's decision to revamp its image, and was first proposed by their production team.

"When they first told us about changing our concept, I remember thinking, 'Why now?'" Yoon admitted. "But the moment our producer played the demo of 'BEBE' for us, I felt like we could definately pull it off. Our members also enjoy taking on new challenges, so it felt like we had finally found the perfect fit."

"Our company was the first to suggest a change, but we were the ones who pushed for something bolder, something more daring," Sumin explained. "We figured, if we're going to evolve, why not go all the way? Why not transform so completely that no one recognizes us? That idea just felt way more exciting."

As they take this bold step in redefining their group identity, the members hope this transformation marks the beginning of a new chapter for STAYC.

"This album feels like another story added to our journey. It's a concept we've never tried before, and the songs are so fun to sing and dance to. I think this release will become another special memory for us," Sumin said.

"I hope this album completely changes the way people perceive us, as a more daring group compared to the past." Isa said. "We're not fixated on chart performance, but if our song does well and plays everywhere, that would be amazing."