As the group aespa enters the 'SM 3.0 Era,' they face a significant test.

The comeback of aespa on May 8 has drawn attention as it marks the first release since SM Entertainment's former management announced the 'SM 3.0 Era' and since Kakao Entertainment's acquisition of SM Entertainment. aespa, which has quickly established itself as one of SM Entertainment's leading artists, has been the center of attention as it has been known to have been a scapegoat during the conflict between Lee Soo-man, SM Entertainment's founder, and the former management, causing their comeback to be delayed. This comeback is expected to be a milestone in determining not only aespa's future but also the future direction of SM Entertainment.

Critics Im Jin-mo, Ha Jae-geun, Kim Do-heon, Kim Sung-soo, and Kang Tae-gyu shared their views on aespa's direction.

◇First Comeback Without Lee Soo-man

"It feels different."

Before the comeback, critics unanimously agreed on the pre-released track 'Welcome To My World' by aespa. They said, "It's evident that aespa has pursued change from the pre-released track," increasing expectations for the new album.

This comeback of aespa takes place without the influence of founder Lee Soo-man. Lee Soo-man was the chief producer of SM Entertainment, and his decisions have had a significant impact on the comebacks and activities of SM Entertainment artists. Critic Im Jin-mo said, "The pre-released track gives a strong impression that aespa is trying to approach the fans slowly with a grandiose feel rather than being powerful and provocative." Critic Ha Jae-geun analyzed, "What aespa wanted to show with this pre-release track was the diversity of their music," and added, "It seems they tried to give a non-provocative feel with the pre-release track, which shows aespa's commitment to the real-world concept."

However, it is uncertain how much the change in music style will satisfy the existing fandom. aespa's music has been considered the best representation of the 'SMCU' (SM Culture Universe). There is also a fandom for the SMCU. While there may be fans who respond enthusiastically and the possibility of attracting new fans, there may also be fans who do not. Observations suggest that changes in music style could lead to the departure of existing fans.

◇Will the Avatar Universe Continue?

aespa is a group with a worldview that experiences a new world by meeting their avatars, ae. This storytelling has been well-received not only in content but also in performances.

There is interest in how aespa will continue this worldview in their comeback activities without Lee Soo-man and the former management. Through this album, aespa plans to step out of the virtual world, or 'wilderness,' they have consistently maintained since their debut and tell the story of the real world. It's a hint at the aespa Worldview Season 2.

Critics unanimously agreed that aespa's worldview is a clear differentiating factor compared to other girl groups in K-pop and even artists in other genres. However, opinions on continuing the concept were divided.

Critic Im Jin-mo pointed out, "I think they should adjust the metaverse concept a bit and focus on the unique artistic quality of music." He emphasized, "aespa's music style is most compatible with K-pop identity, but the music shouldn't be too difficult."

On the other hand, critic Kim Heon-sik gave a positive review, saying, "Recently, I feel like the music sensibility of the Y2K era (late 1990s to early 2000s) is resurfacing in K-pop. At that time, futuristic music with a strong vibe was popular, and I think aespa is showcasing that well in the current context."

Critic Kim Sung-soo also stated, "aespa is the benchmark group for SM," adding, "They were born with the highest product value that SM could create technologically and marketing-wise." He praised the value of their worldview and concept.

As aespa embarks on this new chapter in the 'SM 3.0 Era,' their future direction and the continuation of their unique concept will undoubtedly be a point of interest for both critics and fans alike.

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