Girls’ Generation-TTS, BSS, MISAMO, and Now HYUNHAYO…The Rules of Idol Unit Names [HT Focus]

[Hanteo News = Reporter KANG SUYOUNG] TREASURE will begin promotions for its follow-up track 'NALLINA.' The song, whose music video will be released on the 22nd, is the first project featuring TREASURE members CHOI HYUNSUK, YOSHI, and HARUTO under the name 'HYUNHAYO of TREASURE.' But this name feels familiar in its format.

HYUNHAYO is a combination made by taking one syllable each from the names of CHOI HYUNSUK, HARUTO, and YOSHI. This name does not explain a concept or hint at their musical style. It simply tells us who has gathered. In K-POP, names like this are not unfamiliar. Girls’ Generation-TTS, SEVENTEEN’s BSS, and TWICE’s MISAMO are all cases where the members’ names themselves became the unit name.

The reason this naming method is repeated is simple. It does not require explanation. In general, the name of a rookie group must imply the identity or concept they are aiming for. Branding begins with explaining what meaning is contained in the name. In the case of a unit debut, however, things are different. Fans already know the members, like them, and understand each of their charms. There is no need to newly explain what kind of feeling these three will create together. The moment fans see the name, a picture is already drawn in their minds. Rather, the moment a name that contrasts with the original group or feels completely new is introduced, the unit risks being read as a debut separate from the parent group. Its buzz and recognition may become scattered apart from the parent group, and for fans, it can lead to questions like “Was a new name really necessary?” or even resistance that it might push aside the identity of the existing group. This is why many unit names are combinations of members’ names.

The standard for grouping members differs each time. Girls’ Generation-TTS brought together Girls’ Generation’s vocal line TAEYEON, TIFFANY, and SEOHYUN, while SEVENTEEN’s cheerful and energetic members SEUNGKWAN, whose real name is BOO SEUNGKWAN, DK, whose real name is LEE SEOKMIN, and HOSHI, whose real name is KWON SOONYOUNG, were grouped together under the name BSS. MISAMO, made up of TWICE’s Japanese members MINA, SANA, and MOMO, is a localized unit targeting activities in Japan rather than Korea. Meanwhile, TREASURE’s CHOI HYUNSUK, YOSHI, and HARUTO of HYUNHAYO are all members who handle rap within the group. Whether it is vocal ability, chemistry, nationality, or position, the standard for grouping varies each time, but the method of using the members’ names as they are remains the same.

TREASURE has already presented several songs with the same member combination, including 'VolKno' and 'G.O.A.T.' At the time, however, they were listed by each member’s name or described as a rap unit without an official activity name. Starting a project under the name 'HYUNHAYO' is a choice to once again make use of the power of a name that needs no explanation.

grace@hanteo.com

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