K-pop has always revolved around transformation: in its image, sound, and the way it engages with fans. At this moment, KiiiKiii stands out as the most inventive addition to the industry.
Fresh off their debut EP ‘UNCUT GEM’ – now available on streaming platforms – the five-member group from Starship Entertainment is capturing attention with their distinctive method of engaging online, even before revealing their identities.
Comprising leader Jiyu, main rapper Leesol, main vocalist Sui, visual and dancer Haum, and maknae Kya, KiiiKiii didn’t simply release teasers to mark their entrance. They constructed an entire universe.
With enigmatic Tumblr-inspired visuals, an interactive website that presents each member as a unique gemstone, and a bold social media strategy that involved niche content creators, the group drew attention for their constant online presence.
But before discussing their music, let’s start with something light-hearted. After all, it has been a busy promotional day for KiiiKiii, speaking from late-night Seoul.
“I just finished ‘Queen of Tears,’” Leesol shares when asked what they are enjoying in their free time. “It’s a K-drama that Sui suggested to me. It’s incredibly sad yet funny. The best drama I’ve ever watched!”
Kya, who is more reserved, adds, “I’m currently reading a Korean essay collection called 아무것도 아닌 지금은 없다” – a book by Geul Bae-woo, translated as There Is Nothing Now in English, which explores themes of “direction and courage to overcome difficulties based on conversations the author had with various individuals,” according to Goodreads reviews.
KiiiKiii officially debuted on February 24, 2025, but they didn’t wait for music show stages to create buzz. Their website launch, designed like a digital treasure map, introduced fans to their identity through interactive features – a ring representing each member, and a gem corresponding to each track. Their initial teasers quickly garnered interest on social media.
“We didn’t anticipate such a strong reaction,” Jiyu states. “We’re incredibly grateful and thrilled. I was especially struck by the details on the website!”
The EP, ‘UNCUT GEM’, is a genre-spanning exploration of youthful expression and sonic experimentation. Across six tracks, KiiiKiii paints a picture of a group willing to be fun, unpredictable, and sincere.
When asked to encapsulate each song in a single word, the members respond without hesitation. To them, ‘DEBUT SONG’ signifies ‘celebrate,’ ‘GROUNDWORK’ embodies ‘personality,’ ‘I DO ME’ illustrates their ‘free’ selves, ‘BTG’ is ‘cool,’ ‘THERE THEY GO’ feels ‘unique,’ and ‘ONE OFF’ reflects their ‘memories.’
When questioned about their favorite among all the new tracks, all agree that ‘Been That Girl’ is their collective favorite – although Leesol has a particular fondness for ‘I Do Me.’
Much of ‘UNCUT GEM’ is influenced by KiiiKiii’s journey before debut, especially the reflective track ‘ONE OFF,’ which captures the pressures and beauty of trainee life.
“I can’t believe we finally debuted with these five members,” Leesol expresses. “I love our members, so I’m very excited.”
“Perhaps our biggest memory from our training days was when we first heard the name ‘KiiiKiii,’” Kya recalls.
“That… and practicing late into the night,” Leesol quips humorously.
“And our last evaluation!” Sui adds enthusiastically.
So how did the name come about initially? “We never expected it,” Jiyu laughs. “But we liked it. It’s wild… in a good way.”
The music video for ‘I DO ME’ caught the attention of UK fans online due to its vibrant visuals filmed in London, featuring neon-lit tuk-tuks and a recognizable corner store backdrop.
“[In London], everything was thrilling for us,” says Jiyu. “We took a double-decker bus and waved to the cars behind us. They didn’t know we were KiiiKiii.”
“But hey, we’re KiiiKiii!” Leesol adds, laughing. “They made a heart gesture to us, and we responded!”
Although the group spent only three days in London for the shoot, “we did manage to explore a bit,” Leesol remarks.
While ‘I DO ME’ celebrates freedom and happiness, their next promoted track, ‘BTG’ (short for Been That Girl), presents a different vibe.
“With BTG, we can showcase our individual identities and personalities,” Leesol explains. “It has a completely different feel than ‘I DO ME’,” which Jiyu agrees with: “Very different points and vibes.”
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K-pop has consistently focused on transformation: in its image, music, and the way it engages with fans. Currently, KiiiKiii stands out as the most innovative in the scene.