K-pop has always been about reinvention: of image, sound, and what it means to connect with fans. And right now, KiiiKiii is the single most innovative addition to the industry.
Fresh off their debut EP ‘UNCUT GEM’ – now released on streaming platforms – the five-member group from Starship Entertainment is making waves with their unique approach to online engagement, even before we knew who they were.
Made up of leader Jiyu, main rapper Leesol, main vocalist Sui, visual and dancer Haum, and maknae Kya – KiiiKiii didn’t just drop teasers to announce their arrival. They built a universe.
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With cryptic Tumblr-core visuals, an interactive website that introduces each member as a distinct gemstone, and a bold social media rollout that used niche content creators, the group caught people’s attention for its chronically-online-core.
But before we dive into the music, we start with something light. After all, it’s been a packed day of promotions for KiiiKiii, speaking from late-night Seoul.
“I just finished Queen of Tears,” says Leesol when asked about what they’re enjoying in their downtime lately. “It’s a K-drama that Sui recommended to me. It’s really sad and funny. The best drama I’ve ever seen!”
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Kya, more soft-spoken, adds: “I’m reading a Korean essay book called 아무것도 아닌 지금은 없다” – a book by Geul Bae-woo, translated to There Is Nothing Now in English, that touches on topics of “direction and courage to get out of difficulties based on conversations that the author had with a lot of people,” according to Goodreads reviews.
KiiiKiii officially debuted on February 24, 2025, but they didn’t wait for music show stages to start making noise. Their website launch, designed like a digital treasure map, introduced fans to their identity via interactive elements – a ring to represent each member, a gem for each track. Their first teasers easily got social media’s attention.
“We didn’t expect people to react this much,” says Jiyu. “We’re so thankful and excited. I was especially really impressed by the details on the website!”
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The EP, ‘UNCUT GEM’, is a genre-hopping journey of youthful expression and sonic experimentation. Across six tracks, KiiiKiii crafts a portrait of a group unafraid to be playful, unpredictable, and honest.
Asked to describe each song in one word, the members don’t hesitate. For them, ‘DEBUT SONG’ means ‘celebrate’, ‘GROUNDWORK’ is ‘personality’, ‘I DO ME’ represents their ‘free’ selves, ‘BTG’ is ‘cool’, ‘THERE THEY GO’ feels ‘unique’, and ‘ONE OFF’ shows their ‘memories’.
And when asked which is their best among all of the new tracks, all agree ‘Been That Girl’ is their collective favourite – though Leesol has a soft spot for ‘I Do Me’.
Much of ‘UNCUT GEM’ draws from KiiiKiii’s pre-debut journey, especially the reflective ‘ONE OFF’, a song that documents the pressure and beauty of trainee life.
“I can’t believe we finally debuted with these five members,” says Leesol. “I love our members, so I’m so excited.”
“Maybe our biggest memory from our training days was when we first heard the name ‘KiiiKiii’,” says Kya.
“That… and practising late into the night,” says Leesol humorously.
“And our last evaluation!” Sui chimes in.
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So how did the name land at first? “We never expected it,” Jiyu laughs. “But we liked it. It’s crazy… in a positive way.”
The music video for ‘I DO ME’ turned UK fans’ heads online, thanks to its vibrant visuals shot in London, featuring neon-lit tuk-tuks and a familiar corner store background.
“[In London], everything was exciting 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 hi, we’re KiiiKiii!” Leesol adds, laughing. “They made a heart to us, and we sent one back.”
The group only spent three days in London for the shoot, but “we did get to look around a bit,” says Leesol.
While ‘I DO ME’ is a celebration of freedom and joy, their next promoted track, ‘BTG’ (short for Been That Girl), takes a different turn.
“With BTG, we can show our individual identity and personalities,” says Leesol. “It’s a totally different vibe than ‘I DO ME’,” to which Jiyu agrees: “Very different points and vibes.”
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As newcomers, every experience still feels surreal – especially sharing space with senior artists. “Our first music show was such a good memory,” says Kya. “And meeting senior artists… that’s when we felt like we really debuted,” adds Jiyu.
“[Growing up], we had a lot of influences, in a good way, from many artists,” says Leesol. “We didn’t learn from just one person. We watched so many videos of different stages.”
“We want to perform in cool and great ways like them,” says Jiyu.
When asked about style directions they want to try, the answer is unanimous: vintage.
“Retro,” says Sui. “We like vintage styles,” adds Jiyu. “One of our best memories is when we went to a vintage shop together.”
It’s natural that, so early into their careers, they are still finding out things about each other as they go. “Recently,” Jiyu says, “I realized I can exactly tell what style Kya’s going for. Her fashion changes a lot. Some days I’m like, ‘You’ll love today’s style,’ or ‘This one isn’t your type.’”
Kya laughs, then shares, “[I recently found out] Leesol really loves rice cakes”, and Leesol adds: “And Sui likes yogurt!”
When asked who she would love to do a rap duet with, Leesol shares: “TWICE sunbaenim (term used to refer to senior artists in Korea) and Megan Thee Stallion had a great collaboration. So if we ever get to collaborate with Megan Thee Stallion, I want to catch that chance”. All of the members promptly agree.
Main vocal Sui, one of the voices behind KiiiKiii’s dreamy tone, dreams of adding her touch to an Ariana Grande song: “I love the R&B genre, so I want to cover an Ariana Grande song. I will try to put my voice into the lyrics [to make it my own].”
Jiyu, who juggles being leader, rapper, vocalist, and dancer, says she’d still choose to lead the group. “[Only one role] is so hard to pick. For now, I would still choose being the leader. Because I know KiiiKiii’s team is now on the starting line. And I hope KiiiKiii becomes a great and big group. So I would always pick being a leader.”
Fashion icon Haum would design her own line called Color Haum: “I like natural points… especially colour points in fashion.”
Kya, the team’s youngest at just fifteen years old, revealed who she would swap places with for one day, if she could: “Maybe Haum?” she says, while the other members laugh and Haum looks pleased. “Really, I’m not sure, but probably her!”
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This is just the beginning for KiiiKiii, the girls assure fans. “You’ll see a different side of KiiiKiii,” promises Leesol. “Opposite from what you saw in ‘I DO ME.’ Similar… but opposite. You’re gonna be surprised in a good way!”
As for long-term goals? “We want to do a concert,” says Haum. “We get so excited when we’re on stage,” adds Jiyu. “We hope to meet a lot of fans soon.”
About where they see themselves in the next five-or-so years, Jiyu thinks for a second. “I hope we can grow as much as we can. And just… develop the now.”
“And share KiiiKiiiCore,” says Leesol.
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‘UUNCUT GEM’ is out now.
Words: Maria Letícia L. Gomes
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