[Edaily Starin KIM HYUNSIK Reporter] Fan anticipation is growing as major artists set to lead the K-pop market in the second half of 2026 are gearing up for their comebacks one after another. While groups like BTS and BLACKPINK led the market in the first half of the year, Stray Kids, NCT 127, and BIGBANG are expected to take the baton in the second half and breathe new life into the K-pop market.

◇A Relay of Comebacks by Major Artists
Among the most anticipated acts, the first to make their return is JYP Entertainment’s (JYP) boy group Stray Kids. Stray Kids will release their new mini-album “THIS & THAT” on the 7th of next month. Ahead of this, they pre-released the track “RUN IT” from the album last month to build anticipation for their comeback.
Previously, Stray Kids demonstrated their status as global idols by making their previous album, “DO IT,” released last December, their eighth No. 1 album on the Billboard 200—the main Billboard album chart—in their career. Attention is now focused on whether they will continue their global success with this new album.
Stray Kids are also kicking off their new world tour, “RUN IT.” The group wrapped up “dominATE,” their largest-ever tour, last October, which spanned 56 shows across 35 regions worldwide. The new tour kicks off at the KSPO DOME in Songpa-gu, Seoul, on the 25th–26th and 29th of this month, as well as August 1–2. They will then meet fans in Japan, Hong Kong, Taiwan, Thailand, and Singapore. Additional tour dates are scheduled to be announced in the future.

SM Entertainment’s (SM) boy group NCT 127 is also making a comeback with a new album. Marking their 10th anniversary since debut, they will release their seventh full-length album on the 24th of next month and begin their comeback promotions. This marks NCT 127’s first album release in about two years, following their sixth album in July 2024. NCT 127 will also embark on a tour following the album’s release. They will kick off their new tour, “NEO CITY – THE REDLINE,” at K-Sport Dome from September 18 to 20. As these activities commemorate their 10th anniversary, they are expected to draw significant attention from fans.
Big Bang’s activities, as they reunite with YG Entertainment (YG) to mark their 20th anniversary, are also drawing attention. Now a trio consisting of G-Dragon, Taeyang, and Daesung, Big Bang will hold the first three concerts of their 20th-anniversary tour at the Goyang Sports Complex from the 21st to the 23rd of next month. Tickets for all three shows sold out within 22 minutes of going on sale, demonstrating the group’s enduring popularity. Whether Big Bang will release a new song is also one of the key topics of interest in the K-pop market for the second half of the year. Given the group’s high public profile, there are expectations that a new release could breathe new life into the digital music market.
◇Rookie Artists Also Make Their Mark
Attention is also focused on the new groups that major agencies will unveil in the second half of the year. YG will launch a new boy group in September. This marks the first boy group launch in six years since TREASURE’s debut. Additionally, YG is accelerating the development of its next-generation lineup by gradually revealing members for the next girl group set to succeed BABYMONSTER. SM also plans to debut a new boy group in the second half of the year, while HYBE intends to launch a new girl group through its new label, ABD.
Whether NewJeans, a group under HYBE’s label ADOR, will make a comeback is also a major topic of interest. Among the members who had left the agency without permission, three—Haerin, Hyein, and Hani—have ended their exclusive contract disputes and returned to ADOR. Daniel’s return to ADOR has ultimately fallen through, while Minji is still in discussions regarding her return. Amid this, the members who recently returned to ADOR have been spotted one after another with staff members in Denmark and the United States, fueling fans’ anticipation.

According to Hanteo Chart, a music sales tracking site, K-pop album sales in the first half of the year totaled 49.53 million copies. This represents a 7.3% increase from the first half of 2023—which set the all-time record for annual sales (46.17 million copies)—and a 23.4% increase from the same period last year (40.12 million copies).
A Hanteo Chart official stated, “Over the past five years, the K-pop album market has shown a ‘low first half, high second half’ trend, with sales in the second half exceeding those in the first half,” adding, “Given that the first half set a record-high sales figure, if the trend continues as in previous years, annual sales are highly likely to break the all-time record.”
Meanwhile, the stock prices of major K-pop agencies showed a sluggish trend in the first half of the year. According to the Korea Exchange on the 7th, compared to the first trading day of the year (January 2), the stock prices of HYBE (-32.9%), SM (-38.1%), JYP (-29.8%), and YG (-37.2%) all fell by around 30%. It remains to be seen whether the activities of major artists and the debuts of new groups in the second half of the year will serve as a catalyst for a rebound in entertainment stocks.