The K-pop market from 2022 to 2023 was called the 'golden era of girl groups,' with major groups like NewJeans, IVE, aespa, and LE SSERAFIM dominating music charts and public interest. This era began in 2020 with the emergence of aespa and STAYC, expanded with IVE's debut in 2021, and was fully established after LE SSERAFIM and NewJeans debuted in 2022, making the market 'girl group-centered.' NewJeans achieved long-term success with 'Hype Boy' and 'Ditto,' while IVE recorded consecutive hits with 'LOVE DIVE' and 'I AM,' with girl groups maintaining strong positions in music charts, advertisements, and brand collaborations. However, from 2024 onward, changes began to emerge. NewJeans became embroiled in legal disputes related to agency conflicts, LE SSERAFIM faced controversy over live performance skills, and IVE failed to achieve comparable music performance during its 'Haeya' activities. aespa also failed to create the same overwhelming public response after facing off-music issues in 2025. While rookie girl groups from major agencies like BABYMONSTER appeared, their domestic public impact remains limited, and the rapid market dominance seen in previous generations is not occurring, indicating a slowdown in the girl group-centered market expansion.