How KATSEYE’s “Gnarly” (2025) Went From Backlash To Global Breakthrough

When HYBE Corporation and their global girl group KATSEYE released their latest single, “Gnarly,” EYEKONS — the group’s fanbase — were initially ecstatic, only to be quickly disappointed by its lyrics.

Yet two weeks later, fans seem to have embraced the song, casually describing everything from fried chicken to partying in the Hollywood Hills as “gnarly.”

The track has become a global phenomenon despite its rocky debut, and the reasons behind its sudden success — and what it reveals — suggest something more complex about internet irony, fandom loyalty, and the evolving definition of virality.

KATSEYE (2024-)

In November 2021, HYBE Corporation — known for launching BTS and Le Sserafim — announced a global partnership with Geffen Records¹ to select 20 contestants for their new reality competition, The Debut: Dream Academy.²

Premiering on August 19, 2023, the show featured three competitive missions that tested each contestant’s artistry, with eliminations after every round. Ultimately, a combination of fan votes and decisions by a panel — including the CEOs of HYBE and Geffen — finalized a six-member lineup: Sophia, Manon, Daniela, Lara, Megan, and Yoonchae.”

The newly formed girl group, KATSEYE, debuted under HYBE UMG with their debut single, “Debut.” Though polished, “Debut” wasn’t an immediate hit — it received lukewarm reviews and underperformed compared to other first releases by similar acts.³ However, their second single, “Touch,”⁴ marked a major breakthrough. Fueled by viral TikTok choreography, “Touch” charted internationally and peaked at No. 58 on the Billboard Global 200.

Their first two singles were followed up with an extended play (EP), SIS (Soft is Strong), which recieved positive reviews and peaked at No. 119 on the Billboard 200.⁵ With KATSEYE’s slow yet steady rise, new EYEKONS waited eagerly for the group’s next release — but few expected the sonic curveball that came next.

The Build-Up To “Gnarly” — A Visual & Concept Shift

The final version of “Gnarly”⁶ samples a previous iteration of the song by Chinese DJ and hyperpop artist Alice Longyu Gao. After DJing runway shows for brands like Nike, Gao began independently releasing music in 2018, including singles like “Magnificrossiant” and “Karma Is a Witch,” quickly establishing herself as a hyperpop trailblazer.

Hyperpop⁷ emerged in the 2010s, defined by its exaggerated, experimental, and often chaotic twist on traditional pop conventions. The genre traces its roots to British label PC Music and artists like SOPHIE and Charli XCX, who helped shape its futuristic, glitchy aesthetic.”

The seed for what became “Gnarly” grew from Gao’s fascination with the word as a non-native English speaker. Always eager to expand her vocabulary, Gao said she was “amused and surprised by the excessive usage of this word by some basic bros.”⁸

“Like, yall’s first language is English,” Gao said in a TikTok. “But you use the same word to describe various different things. My brothers, let’s diversify them words like you will diversify your investment porfolio.”

Gao first shared a version of the track in April 2023 via a TikTok with Chainsmokers member Andrew Taggart, in which Gao sings the intro of the song.

@thechainsmokers

everythings gnarly @alicelongyugao #NewMusic

♬ original sound – The Chainsmokers

When KATSEYE adapted Gao’s work, they enlisted songwriters Madison Love and Jacob Kasher; producers Tim Randolph, Pink Slip, and Slow Rabbit; and former HYBE CEO Bang Si-hyuk. Randolph’s credits include Imagine Dragons, while Love has written for Ava Max, Demi Lovato, and BLACKPINK. 

“It’s a very unstructured, kind of random song,” Lara said. “In the studio, we tried a lot of different characters and voices to see what clicked. We had to record a bunch of times [to] really get it perfect because the essence of the song was just about letting go and not thinking too much. [It] was probably one of the most fun songs that we’ve ever gotten to record.”

Building upon Gao’s concept, the group explained that the song plays around with the word “gnarly” and its many meanings. The song also reflects the chaos of the Internet age the members grew up in.

“Gnarly can be a good thing or a bad thing,” said Manon.

“It’s kind of up for interpretation.”

“We all grew up with phones and social media,” said Lara.

“It’s hard to remember a world without them. [The song] ties into how confusing that is-how the digital and real world blur together.”⁹

‘From Hype To Hate’ — Initial Fan Reactions

EYEKONs got their first glimpse at the track’s visuals and beat in a teaser released on April 23, which featured off-the-rails imagery — like Lara throwing Yoonchae off the side of a mansion. After widespread praise, a second teaser dropped a week later — followed by the full song and music video on April 30.¹⁰

The video opens with Yoonchae’s face as an expired piece of meat as she lists things that could be considered “gnarly” – Tesla (bad) and fried chicken (good). Daniela and Sophia then join her to build a sandwich, followed by scenes of the full group dancing – first in a kitchen, then onstage.

The two-and-a-half-minute video embraces its surrealism and absurdity — with two flies mating on a sandwich and Sophia falling off a building. 

“The fans, once they hear ‘Gnarly,’ some of them might be in shock, and I just want them to know it’s OK,” Manon said. “I love this song, don’t get me wrong, but I don’t think anyone is expecting this. So I just want to tell them, just be prepared for what we have coming.”

Unfortunately, fans didn’t seem to get the memo. Despite the teaser hype, reactions to the full release were split. Though praised for its visuals and production, “Gnarly” drew criticism for its lyrics, which many called childish and nonsensical. With hooks like “I’m the shit,” and “Hottie hottie, like a bag of Takis,” one commenter said it felt like the group “took the English bits from any [other] K-pop song and turned it into the whole song.”¹¹

Its unconventional construction also alienated fans who saw “Gnarly” as too sharp a departure from the group’s earlier sound. After a five-month hiatus since “Flame,”¹² many found “Gnarly” underwhelming.

Fans especially drew negative comparisons to “Touch,” whose conventional dance-pop structure and catchy verses had clicked immediately with listeners.

‘From Hate Back To Hype’ — The Clean Version & Reassessment Of The Song

The original version of “Gnarly” would be accompanied a few days later by its censored counterpart, “Gnarly (Clean Edit).” While the general message and instrumental of the song remained the same, lyrics like “I’m the shit” and “Making beats for a boring dumb bitch” were replaced with “I’m legit” and “Making beats for a boring dumb chick” respectively.

Fans also noted that the clean edit of the song removed all references to brand names such as Tesla and Takis, replacing them with lyrics “robotics” and “This ain’t just a hobby” respectively, much to initial confusion.

This is a result of Article 59-3 of the Broadcasting Act of the Republic of Korea, which outlines that product placement (PPL) is only allowed on entertainment and cultural programs, and products and brand names cannot be explicitly mentioned.¹³ Since the clean edit is the version KATSEYE performs on Korean television, the group does not mention the names in this version of the song.¹⁴

Despite these edits, “Gnarly (Clean Edit)” was received significantly more favorably than its original counterpart. Fans claimed that without the profanities, the song was way more enjoyable to listen to, as the lyrics felt bizarre and more cohesive.

With more straightforward verses and hooks, fans began to reassess not just the clean edit, but also the uncensored edit of the song, reassessing it as a hyperpop track more aligned with Charli XCX’s Brat or SOPHIE’s Oil of Every Pearl’s Un-Insides than it was with KATSEYE’s own SIS (Soft is Strong).

“This one feels more cohesive,” one commenter wrote.

“I didn’t really like the random curses since for me it felt more [like] ‘I’m cursing to be edgy’ instead of ‘I’m cursing because it fits this part.’”¹⁵

Multiple listeners also pointed out how “Gnarly’s” visuals and lyrics were being misinterpreted by other critics and fans. Most notably, one YouTuber named Taejiu argued in his video “Gnarly is (sorta) Genius.” that “Gnarly” could be analyzed in a much more positive light than its original detractors saw it.

Taejiu argues that “Gnarly” was intentionally produced and written to be an example of “camp,” an aesthetic that uses bombastic, outlandish expression to disrupt conventional ideas of “high art.”¹⁶

In music, songs like “Gnarly” that are written to be camp are not meant to be analyzed with the same critical eye as songs that deliver more intricate or universal themes, like the group’s own “Touch.” Rather, they are meant to elicit a listener’s reaction, testing their attentiveness to the song’s tongue-in-cheek nature. The song is essentially “so bad it’s good.”

“It’s over the top, loud, and on first listen, quite an unpleasant experience,” Taejiu said.

“Do you think it’s a coincidence that Lara, one of the best vocalists in the entire group, got a verse that felt like it was thrown together using ChatGPT? No, this is very deliberate.”

The song’s reevaluation continued when KATSEYE began performing the song live on Korean television programs like Show! Music Core and Inkigayo. As KATSEYE put their vocal chops and choreography on display, fans and initial detractors alike could finally appreciate the song’s fun when paired with the group’s dynamic stage presence.

While initial criticisms of the song mainly stemmed from Western viewers, KATSEYE’s live performances saw praise from both Western and Korean audiences alike, showcasing that the song was more than what it originally seemed. 

Going Global — What “Gnarly” Means For KATSEYE’s Future

The sudden shift in perspective on KATSEYE’s newest release was not just a sign of the song’s merit, but also a sign of the group’s dramatic pivot in marketing and public image. While “Touch” and SIS (Soft Is Strong) feature more vanilla lyrics and a K-pop-esque sound, “Gnarly’s” harder and more industrial hyperpop construction indicates that with KATSEYE’s next release, the six members plan to bring their songs overseas. 

According to Taejiu, KATSEYE was originally perceived as a K-pop group that had drawn members from the Western scene rather than drawing the Western scene towards K-pop itself. K-pop has grown in popularity over time in the West, but has never truly dominated outside of PSY’s 2012 release of “Gangnam Style.”

KATSEYE then became HYBE’s attempt to revive the girl group concept globally by blending it within Western music, and while this strategy initially seemed successful during the release of SIS (Soft is Strong), the group’s hiatus between releases had relegated them to being seen as just another K-pop group with the likes of HYBE’s other groups like ILLIT and Le Sserafim.

“Gnarly,” on the other hand, feels like it was intentionally written as a satire and subversion of the tropes most typically seen in K-pop. It is a response to the idea that KATSEYE is just another K-pop group, as the song’s intense imagery and lyricism are not meant to reinforce KATSEYE’s image as idols, but rather to poke fun at it.

The expert editing and production that usually presents itself in K-pop is replaced with disorienting and wacky imagery that acts as a caricature of it.

And while such an out-of-left-field song may have come off as a misstep for other K-pop acts with more composed and sterile public personas, KATSEYE’s members’ images in the public eye as relatable and, for lack of a better term, gnarly, ultimately complement and enhance the intention of the song.

“Gnarly is both similar but different in its approach [compared to K-pop],” Taejiu said. “The lyrics are straight up garbage, just absolutely horrible and to boot, extremely vulgar in comparison to the average K-pop song. But, that’s the point. It’s a mockery of artists who actually try to make music that sounds like that, whilst simultaneously having a verse that does serve.”

“Gnarly is both similar but different in its approach [compared to K-pop],” Taejiu said. “The lyrics are straight up garbage, just absolutely horrible and to boot, extremely vulgar in comparison to the average K-pop song. But, that’s the point-it mocks artists who take that sound seriously, while still delivering a verse that goes hard.”

To some extent, “Gnarly” succeeded. Though initially mocked-and arguably still “bad”- its infectious chorus and hooks like “I’m the shit” and “Na-na-na-na-na gnarly” have stuck with both EYEKONS and casual listeners. It has become a point of conversation within both K-pop and non-K-pop circles, which in the end brings attention and publicity to KATSEYE’s potential.

A New Era Begins — Preparing For “Beautiful Chaos”

With “Gnarly,” the group has seen its biggest success since SIS. The song has become KATSEYE’s highest charting song worldwide, becoming their first entry on the Billboard Hot 100 and UK Singles Chart at number 92 and 52, respectively, as well as becoming a top ten hit in Japan, New Zealand, and Singapore.

KATSEYE was also invited to major music events alongside Western stars like Sabrina Carpenter and Doja Cat, most notably Los Angeles radio station KIIS-FM’s Wango Tango¹⁷ and Lollapalooza.¹⁸ The group was invited to these events before they released “Gnarly,” and it’s likely that “Gnarly” has brought in new EYEKONS, boosting the impact of their performances and expanding their Western reach.

Additionally, on May 7, KATSEYE announced they would be releasing their next extended play, Beautiful Chaos, on June 27, with “Gnarly” acting as the release’s first single.¹⁹ Beautiful Chaos continues the hyperpop direction that “Gnarly” introduced, and with how much of an earworm “Gnarly” was, there is interest among both EYEKONS and non-EYEKONS alike over the group’s new record and what KATSEYE’s music will sound like next.

In conjunction with the announcement, the group also announced two cover images set to be released with the EP, a “Beautiful” variant showing the members lying on top of cars, and a “Chaotic” variant in which the members pose in the midst of a cookout. Fans can purchase either one, depending on their preference, with physical copies.²⁰

“Gnarly” has ultimately defied initial expectations and has become KATSEYE’s biggest song yet. While it was originally criticized for how bad its lyrics were, the clean version and live performances revealed the song’s playful, sarcastic tone-one missed in early reactions. With such catchy lyricism, the song has begun shifting the perception of KATSEYE’s members from simply K-pop idols to a group that is worthy of international attention.

Fans and critics are eagerly waiting for KATSEYE to receive greater accolades and to release Beautiful Chaos on June 27, but in the meantime, they’ll keep describing everything, both good and bad, as “gnarly.”

Footnotes

1. ↩︎
2. Aniftos, Rania. “Meet the 20 Finalists for HYBE x Geffen ‘Dream Academy’ Global Girl Group Contest.” Billboard, 28 August 2023. Accessed 25 May, 2025. ↩︎
3. Kim, Jae-Heun. “Katseye, Hybe’s first multinational K-pop girl group, off to disappointing start.” The Korea Herald, 2 July 2024. Accessed 24 May, 2025. ↩︎
4. ↩︎
5. Chong, Glenda. “Strength and Softness in One but Over Too Soon: A Review of KATSEYE’s Debut EP — SIS (Soft Is Strong).” Danamic, 9 September, 2024. Accessed 24 May, 2025. ↩︎
6. ↩︎
7. ↩︎
8. Dodson, P. Claire. Delgado, Sara. “KATSEYE ‘Gnarly’: The Meaning Behind the Polarizing Song and Its Lyrics.” Teen Vogue, 8 May 2025. Accessed 25 May, 2025. ↩︎
9. Wang, Steffanee. “You’re not ready for Katseye’s new era.” The Fader, 30 April 2025. Accessed 25 May, 2025.  ↩︎
10. Saenz, Rome. “KATSEYE Get “Gnarly” In New Single – Watch.” Billboard Philippines, 30 April 2025. Accessed 24 May, 2025. ↩︎
11. HYBE LABELS. “KATSEYE (캣츠아이) “Gnarly” Official MV.” YouTube, 30 April 2025. Accessed 22 May, 2025. ↩︎
12. ↩︎
13. Aziz, Sandy. “Luxury Products Are Everywhere in K-dramas, But Do They Always Make Sense?” Teen Vogue, 16 July, 2021. Accessed 24 May, 2025. ↩︎
14. Yeo, Jeongyeo. “Controversy Of Product Placement (PPL) In Korean Television.” Creatrip, 2021. Accessed 23 May, 2025. ↩︎
15. KATSEYE. “Gnarly (Clean Edit).” YouTube, 30 April 2025. Accessed 25 May, 2025. ↩︎
16. Taejiu. “Gnarly is (Sorta) Genius.” YouTube, 1 May 2025. Accessed 26 May, 2025. ↩︎
17. Benjamin, Jeff. “Wango Tango 2025 Stars Doja Cat, Rising K-Pop Acts NMIXX, Xikers & More.” Forbes, 7 March, 2025. Accessed 26 May, 2025. ↩︎
18. Dailey, Hannah. “Lollapalooza 2025 Lineup: Sabrina Carpenter, TWICE, & More to Headline Lollapalooza 2025.” Billboard, 18 March 2025. Accessed 26 May, 2025. ↩︎
19. Green, Quincy. “KATSEYE Announces New EP ‘BEAUTIFUL CHAOS’: ‘We Are So Excited to Invite You Into This … World’.” Billboard, 7 May 2025. Accessed 26 May, 2025. ↩︎
20. Saulog, Gabriel. “KATSEYE Announce Second Extended Play ‘BEAUTIFUL CHAOS’.” Billboard, 7 May 2025. Accessed 26 May, 2025. ↩︎