Girl group Tuide wants vivid ‘soultronic’ sound to resonate with fans

Against Iceland’s sweeping landscapes and sparkling deep blue waters, seven girls dance beneath the summer sun. That bright, free-spirited imagery defines Tuide, HYBE’s newest girl group.

The K-pop juggernaut launched its first new girl group in two years on Monday, introducing the seven rookies and the trendy sound dubbed soultronic.

“If I were to define Tuide in one word, it would be ‘vivid,’” said member Seohee during the group’s debut showcase held at Yes24 Live Hall in eastern Seoul on Monday. “We all have very distinct and vivid personalities. Rather than compromising individuality, Tuide brings our uniqueness together in harmony.”

Tuide is a seven-member multinational act launched by HYBE’s music label ABD, helmed by Pledis Entertainment founder Han Sung-soo. HYBE-owned Pledis is home to boy bands Seventeen and TWS.

The group consists of Korean members Seohee, Seoyeon and Seah; Elena from the United States; Jia, a dual Korean and U.S. national; Yi Ha-ni, a dual Korean and British national; and Saki from Japan. Its name stands for “Tune the Tide,” with the group aiming to experience the ebb and flow of the world to create joy of its own.

Tuide is HYBE’s first new K-pop girl group since ILLIT’s debut in March 2024 under Belift Lab. Before that, ADOR’s NewJeans debuted in July 2022 following Le Sserafim’s launch under Source Music in May that year.

Tuide’s debut EP, “Tune & Play,” features five tracks: lead single “Sun Kiss,” prereleased track “GRLS” and B-sides “ABD,” “Echo” and “Flip-Flop Girl.”

ABD defines Tuide’s musical identity as soultronic, a combination of the sentimental grooves of soul and the trendy sounds of electronic music. That identity is best showcased in “Sun Kiss,” produced by hitmaking duo GroovyRoom.

The music video for “Sun Kiss” was filmed in Iceland, portraying the members dancing amid striking natural landscapes and quiet towns across the vast terrain, casually spending time together like a group of friends.

“We put in a lot of effort to make sure viewers would be able to feel the lively energy,” said Seoyeon, describing the choreography for “Sun Kiss.”

“When preparing, we wanted the feeling of dancing freely under sunlight to come through stage performance.”

Yi added that all the members teared up when they first got to see the choreography because it felt as if they had been given a gift.

“It was so moving to think that we would be able to present such an amazing performance,” she said.

Asked what distinguishes Tuide from other groups, Jia pointed to the group’s Soultronic sound.

“If you listen to all five songs, each has a different specific genre, but you will hear a sound that is bright and energetic yet also laid-back,” Jia said. “This combination of energy and relaxation is Tuide’s soultronic.”

Seoyeon, the younger sister of Twice vocalist Jihyo, also shared a piece of advice she received from the veteran singer.

“My sister told me that from now on, I would see my teammates more often than my family,” Seoyeon said. “She encouraged me to trust and lean on them.”

At the starting line of the group’s career, Jia said Tuide’s goal is to win a rookie award this year.

“Our first goal is for many people to remember the name Tuide,” she said. “With love and support from many people, we would also really like to win a rookie award this year.”

“My goal is for Tuide to become a group known for songs that people look forward to and want to add to their playlists,” Seah added.

BY SHIN HA-NEE [[email protected]]