The Song That Took Over Every Cafe in Hongdae
I first heard “404 (New Era)” at a coffee shop in Hongdae about three weeks ago. It was playing on the cafe’s speakers, and the girl sitting next to me was humming along. By the second chorus I found myself nodding to it too. The song has that quality — a UK house beat with Y2K-era synths that feels both nostalgic and completely fresh. When I looked it up, I discovered it was by a group called KiiiKiii that had debuted just sixteen days earlier. Sixteen days from debut to the number one spot on Melon TOP100. That is not just impressive — it is nearly unheard of in the current K-pop landscape.
KiiiKiii is a five-member girl group under Starship Entertainment — the same company behind IVE, WJSN, and Monsta X. The members are Leesol, Sui, Jiyu, Haum, and Kya. Their debut mini album is called “Delulu Pack,” which is already a statement of intent. In K-pop slang, “delulu” (short for delusional) refers to fans who genuinely believe they have a chance with their favorite idol. The group is leaning into the irony — dreaming big is exactly how you make it in this industry.
Why “404 (New Era)” Works So Well
The production on “404 (New Era)” was handled by LDN Noise, the British duo behind some of the biggest K-pop tracks of the last decade — including SHINee’s “View,” Red Velvet’s “Zimzalabim,” and EXO’s “Monster.” They brought a distinctly European electronic sensibility to the track: four-on-the-floor house beats, filtered vocals, and a pre-chorus build that sounds like it belongs in a London nightclub at 2 AM. But the members’ vocal delivery is pure K-pop — precise, emotive, with that characteristic Korean diction that makes every syllable feel deliberate.
The music video has accumulated over 80 million views on YouTube in its first month. The choreography, created by Ryu D, has spawned a challenge on TikTok that I have seen everyone from Korean high school students to American dance crews attempting. The hook move — a glitchy, robotic hand gesture during the chorus — is deceptively simple to imitate, which is exactly why it went viral.
Three Consecutive Weeks at Number One
As of late February 2026, KiiiKiii has held the number one position on Korea’s Melon TOP100 chart for three consecutive weeks. They have won multiple music show trophies including Inkigayo, Music Bank, and M Countdown. For context, even some established groups struggle to win a single music show trophy. Rookies topping Melon — Korea’s most competitive streaming chart — for three straight weeks? The last group to achieve something comparable was NewJeans in 2022.
What makes this chart performance even more remarkable is the competition. February 2026 has been one of the most packed comeback months in K-pop history. IVE dropped “REVIVE+” on February 23. ATEEZ released “GOLDEN HOUR: Part.4” on February 6. HWASA and NCT subunits were also promoting simultaneously. KiiiKiii held their position against all of them.
The Starship Entertainment Strategy
Starship Entertainment clearly learned from their massive success with IVE and applied an evolved playbook to KiiiKiii’s debut. IVE debuted in 2021 with “Eleven,” a song that emphasized elegant confidence. KiiiKiii’s positioning is deliberately different — playful, internet-native, self-aware. The “Delulu Pack” concept embraces the chaotic energy of Gen Z internet culture without feeling try-hard. It is a tricky line to walk, and Starship pulled it off.
The group’s pre-debut content strategy was unusually restrained. While most K-pop groups do months of pre-debut reveals, dance practice videos, and variety show appearances, KiiiKiii’s buildup was relatively short. They announced the group in early January, revealed members over two weeks, and released “404 (New Era)” on January 26. The strategy seems to have created genuine curiosity rather than debut fatigue.
The Members You Should Know
Leesol is the group’s main vocalist, and her tone on the bridge of “404 (New Era)” — a sudden shift to breathy, almost whispered singing — is the moment that elevates the song from good to addictive. Sui brings the rap and a stage presence that immediately draws your eye in live performances. Jiyu trained at a contemporary dance academy in Seoul before joining Starship, and her fluidity is visible in every group performance. Haum is the group’s youngest and somehow already exudes the kind of effortless charisma that usually takes years to develop. Kya is the all-rounder — solid vocals, sharp dance execution, and a face that the Korean beauty industry is probably already fighting over for endorsement deals.
The average age of the group is around 18, making them one of the younger active girl groups. But their stage presence is remarkably mature. During their Inkigayo performance that I watched live on TV, there was a camera malfunction during the second verse that left a three-second gap. Not a single member flinched — they kept performing as if nothing happened. That kind of composure is trained, not innate.
New Era Collaboration and What Comes Next
KiiiKiii just announced a collaboration with New Era — the American cap brand — for their 2026 Spring/Summer collection. It is an unusual first endorsement for a rookie group and signals that brands outside the traditional K-beauty and fashion space are paying attention. The collection reportedly features the group’s signature glitch aesthetic incorporated into streetwear caps and bucket hats.
The K-pop industry moves fast, and KiiiKiii’s window to capitalize on this debut momentum is narrow. Starship will likely push a first comeback within three to four months. If they can maintain the quality of “404 (New Era)” and evolve their sound without losing what made the debut special, KiiiKiii has a genuine shot at becoming one of the defining girl groups of this generation. Based on what I have heard and seen so far, I would not bet against them.
