Billboard's editor-selected Top 25 K-pop Songs of the First Half puts three rookie acts in the top four, with Kiki's '404 (New Era)' at No. 1.

Kiki's 404 (New Era) took the No. 1 spot on Billboard's Top 25 K-pop Songs of the First Half. The list came straight from Billboard journalists and editors, not algorithms or fan voting.
The top four tilted hard toward newcomers. Hatsu to Hatsu's Rude! landed at No. 2. Cortis's Red Red came in fourth. 82 Major's Sign showed up at No. 9.
The established acts weren't shut out. BTS appeared twice with Body to Body at No. 10 and Swim at No. 22. aespa's Lemonade hit No. 11. BLACKPINK's Go finished things at No. 23.
(Four of the top nine spots going to groups that weren't household names two years ago says something.)
A K-pop industry official spotted the shift: "What to note in this list is that multiple next-generation groups are positioned in the upper ranks." The official added that it reveals how "making an impression of what kind of music the team does" now rivals overall group recognition.
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