Aespa’s latest mini‑album, Rich Man, has landed with a bang!
The track and comeback are drawing attention not just for the music, but also for how they were promoted. Fans in Korea are speaking up, and watch how the charts have quietly responded while domestic stages ended almost as soon as they began.
Rich Man’s Swift Promotion Cycle Stirs Disappointment
The album dropped on September 5. By September 7, the group had already wrapped up their Korean music show promotions.
That one‑week promotion window feels unusually short to many fans. On social media, people are inquiring about the longer cycles that used to last four to six weeks.
Some are even writing that promotions are now treated like fast fashion. One tweet sums it up: “We used to have idols on broadcast for 4‑6 weeks.”
The push overseas is clear, as aespa is slated to perform “Rich Man” on Good Morning America on September 12. That is a major stage for any K-pop act. However, it also adds to the tension. Korean fans feel their home support was squeezed to make room for international exposure.
Strong Chart Performance Despite Criticisms
Despite online criticism, Rich Man has slowly climbed the Korean charts. On the day of its release, the song ranked #7 on Bugs, #46 on MelOn, and #74 on Genie. A couple of days later, MelOn’s Top 100 peak rose to #5.
Fan reactions are split. Some are shocked to see the rise, given the negativity that followed the release. On TheQoo, one user wrote, “The song is freaking good.” Another noted that when hate was so strong, they wondered if their ears were the problem. In short, it seems the strength of the track is doing the talking.
Controversial Teasers and Image Backlash
Even before release, aespa stirred debate with their teaser imagery. The “BURST” version featured outfits seen by overseas fans as bold and daring.
However, Korean netizens saw them as overly revealing. Some felt SM Entertainment was pushing a look aimed at male viewers rather than their core audience.
That criticism continued into live broadcasts, where Karina addressed it directly. She stepped up to discuss the outfits during a live broadcast, which was appreciated by fans who were hoping for more transparency.
Global Reach of the Release
It is not just Korea where aespa’s “Rich Man” is making waves. The mini‑album topped iTunes Top Albums charts in at least 14 regions worldwide shortly after release. This global performance signals that aespa’s popularity abroad remains strong and continues to grow.
What This Means for K‑Pop and aespa
As an observer, this comeback highlights a turning point. Procedurally, it shows just how fast modern K-pop promotions have become. Promos can wrap in a week yet still reach global heights in streaming and charting.
For aespa, operations are striking a balance between domestic and international audiences. That is not unusual for major groups. However, the backlash reveals that fans still care deeply about traditional broadcast visibility in South Korea.
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