As a cultural movement encompassing vast genres, K-pop has sprouted countless creative branches, one of the most enriching being lore. Referring to the fictional worlds or storylines crafted by many K-pop artists, lore began emerging in the 2010s as a tool for defining groups' identities.
EXO, considered one of the pioneers of this trend, debuted as a boy group drawing inspiration from the concept of exoplanets. According to the storyline, members come from an unknown world, with their memories lost upon arriving on Earth, and each member wields unique superpowers. This lore plays out in music videos and performances, captivating fans with hidden symbolism and intense visual effects across releases.

Debuting in 2017, ONF developed a dystopian world where the human mind is transferred to humanoid bodies. Set in a future where humanity has merged with machines, the boy group's storyline follows members in a ceaseless quest to reunite in this dark, futuristic world — a narrative subtly embedded in the lyrics of their songs and music videos.
Aespa, debuting in 2020, introduced a new twist with a virtual reality-inspired universe. The quartet combines real-life members with virtual counterparts in a digital world, exploring themes of connection and growth across both worlds.
For many fans, as a fan of ONF said, “It’s like watching a fantasy film or novel, where you’re always searching for symbols and piecing together a story. A large part of my fan activity is about reconstructing these hidden narratives in music videos.”

Not all groups rely on elaborate fantasy to convey their messages. Some, like BTS in its third mini album "The Most Beautiful Moment" or GFriend in its School Trilogy, opt for relatable themes like youth or school life, setting everyday life as a backdrop without constructing a fictional world.
This approach focuses on conveying messages tied to specific time periods and places that listeners can relate to -- such as teen years and school -- and leaves room for thematic exploration by adding a storyline to the music.
Lore transforms idol groups into figures of deeper engagement, encouraging fans to interpret, discuss and even reimagine their narratives online.
Pop culture critic Lim Hee-yun commented, “With so many groups now similar in looks, music and dance, lore has evolved as a quick way to differentiate and define a group’s identity.”
Recently, though, some rookie groups have been reverting to focusing solely on music and performance. Riize, a boy group SM Entertainment launched seven years after NCT and eleven years after EXO, emphasizes lyrical themes of personal growth, focusing on the genuine experiences of the members rather than a fictional universe. Likewise, Pledis Entertainment’s TWS aims to encapsulate relatable feelings of youth through their "Boyhood Pop" musical concept.
Lim noted that the rise of alternative marketing strategies is driving this shift. “Lore was a dominant trend for a while, but recently, factors like the unique appeal of individual members, the popularity of dance challenges and growth of viral marketing seem to have begun overshadowing lore's charm.”
However, he also stressed that lore remains “a convenient tool for distinguishing a group by integrating elements across lyrics and visuals,” indicating that it hasn't lost its utility yet. "Lore may once again become an appealing and relevant feature. Especially, with the increasing emergence of virtual idols, it will likely gain power again."
