LOONA: Like No One Else
LOONA’s journey in the K-pop industry is a unique and tumultuous story of innovation, struggle, and resilience. Formed under Blockberry Creative, the group captured attention with an ambitious 18-month pre-debut project where each of the twelve members was introduced through solo releases, a strategy that was both unprecedented and daring. This method allowed the members—HeeJin, HyunJin, HaSeul, YeoJin, ViVi, Kim Lip, JinSoul, Choerry, Yves, Chuu, Go Won, and HyeJu (formerly Olivia Hye)—to showcase their individual talents before officially debuting as a complete group in 2018 with the EP [+ +].
The group’s early years were marked by an intriguing blend of sub-unit promotions and solo activities. LOONA 1/3, Odd Eye Circle, and yyxy were the three sub-units that allowed the members to explore different musical styles and concepts, setting the stage for their full group debut. Their innovative approach, coupled with creative direction by Jaden Jeong, positioned them as a standout in the crowded K-pop landscape. The group's first full-group EP, [+ +], and its repackaged version [X X], were both commercial successes, solidifying LOONA’s presence in the industry. Their music and performances resonated globally, leading to significant milestones such as their U.S. debut at KCON 2019.
However, the path ahead was fraught with challenges. In 2020, member HaSeul took a hiatus due to health issues, and the group’s activities were further complicated by internal disputes. The situation reached a boiling point in 2022 when Chuu, a fan-favorite member, was removed from the group following a contract dispute, sparking a wave of legal battles between the members and Blockberry Creative. This period was marked by a series of lawsuits where members sought to terminate their contracts, ultimately leading to the departure of all remaining members from the agency by mid-2023.
Despite these setbacks, the spirit of LOONA lived on through new projects and re-debuts under different labels. Odd Eye Circle, consisting of Kim Lip, JinSoul, and Choerry, re-emerged with new music under Modhaus. Other members, including HyunJin, ViVi, Go Won, and HyeJu, formed the group Loossemble under CTDENM. Meanwhile, Yves pursued a solo career, and in May 2024, members HeeJin, HaSeul, Kim Lip, JinSoul, and Choerry re-debuted as ARTMS with the album DALL. Though the LOONA name remains with Blockberry Creative, the members continue to honor their legacy while carving out new paths in the industry.
The story of LOONA is not just one of music but of perseverance and the ability to adapt in the face of adversity. Their continued success in various forms demonstrates the enduring appeal and talent of the members, even as they navigate the challenges of the ever-evolving K-pop industry.