To understand what K-pop stars Aespa are all about, look no further than the words “queen bee” stitched across the bedazzled black bodysuit that member Ningning wore on the Coachella stage on April 23. It's a bold declaration for an act making its festival debut, but for Korea's current It girls, it's prophetic.

In just 18 months the fab foursome have redefined what global audiences can expect from pop music and its stars, taking K-pop's eclectic genre-hopping sounds and expansive world building to the next level of digital innovation. The members of Aespa—Karina, Giselle, Winter, and Ningning—have A.I. avatars, a narrative concept that spans multiple dimensions and creates a distinct visual language that blends fantasy and futurism.

It seeps into their music too. Their 2021 electro-funk single “Next Level” was a massive hit in Korea, becoming one of the most successful girl group releases of the year. Their increasing success and star power has landed them numerous brand deals across beauty, fashion, and tech. They're the faces of Clio Cosmetics and Mediheal, and most notably, they're global ambassadors for luxury fashion house Givenchy.

In Korea they're everywhere. Now they're making moves globally.