From RESCENE to HyoRiSoo, self-produced content emerges as K-pop's newest strategy

It was supposed to be a clash of titans, a dazzling contest of comeback shows among Aespa, NMIXX and Le Sserafim, reflecting a big-budget battle among SM, JYP and HYBE. But that battle cry largely remained muted and unheard.

Instead, at the center of the Korean social media spotlight stood a girl, calling out an odd-sounding phrase with disarming innocence. “Geoje, yaho!” Having debuted under a small entertainment agency in 2024 and now entering its third year, RESCENE is seeing its star-making moment.

The meme started in late March, when RESCENE leader Woni uploaded an episode of her self-produced YouTube content titled “Learning About the Gyaru Attitude.” In the video, Woni and Japanese member Minami appear dressed in a “gyaru” concept, a Japanese fashion and youth subculture known for bold styling and playful confidence.

When, Woni, a native of Geoje, South Gyeongsang Province, joked, “If you go to Geoje looking like that, you’re going to get in trouble with the people there,” Minami then replied with a cheerful, oddly memorable shout: “Geoje, yaho!” In Japan, “