BABYMONSTER have a name to live up to, and the numbers suggest they are doing exactly that. With more than 10 billion cumulative YouTube views and 18 music videos surpassing 100 million views, the YG Entertainment girl group have established a formidable digital presence in a remarkably short space of time.

Since making their official debut in April 2024, the septet have steadily built their reputation through explosive performances, charismatic rap verses and a high-energy sound that has helped distinguish them within an increasingly crowded K-pop landscape. Their latest mini-album, [춤 (CHOOM)], continued that momentum, reaching the Top 20 of Billboard’s US World Albums chart, while its title track has surpassed 200 million views on YouTube. For a group still in the early stages of their career, these are significant milestones. Yet BABYMONSTER are already looking beyond what they have achieved.

Their new release, the digital single [DESERVE], signals a different kind of progression. Following the playful confidence of ‘SUGAR HONEY ICE TEA’, the new single moves into more introspective territory, pairing delicate vocals with nostalgic melodies and a reflective narrative about wishing happiness for a former love. Its cinematic music video places greater emphasis on acting and emotional expression, allowing the members to explore a softer side of their artistry. The result is a reminder that the qualities that make BABYMONSTER compelling extend beyond the sheer force of their performances. Beneath the group's formidable stage presence lies a willingness to experiment, embrace vulnerability and challenge expectations of what their music can be.

That willingness to evolve feels particularly important for a group whose success has arrived at such speed. Digital milestones provide one measure of BABYMONSTER's global reach, but they cannot fully capture the chemistry between the members or the relationships they have developed with their fans. For the septet, those connections remain central to their experience, whether they are hearing MONSTIEZ sing along at concerts or reflecting on how their music brings together listeners across different countries and languages. The challenge now is to build on that foundation without losing sight of the qualities that brought them here.

Speaking to tmrw, BABYMONSTER reflect on their rapid rise, the significance of their growing global audience, and the lessons they have taken from the [춤 (CHOOM)] era. As they enter a new chapter with [DESERVE], the members discuss their ambitions for the future and the sides of themselves they are ready to reveal.

The numbers may establish their monster status, but their next chapter will be defined by what they do with it.