As defined on Dramafever, “When a K-pop group makes a comeback, they also change their image to fit their new album theme, termed a ‘concept.’” This definition can be expanded to encompass not only a group’s outfits, but also their demeanor and the theme of their songs.

The two most debated and divisive concepts (at least regarding girl groups) are aegyo (cute) and sexy. The former usually includes bubbly synth pop songs about one’s oppa, while the latter tries to emphasize a more sultry, mature side of the group. Please note, however, that these concepts do not necessarily cancel each other out, since there are groups that manage to display both at the same time. An example of that would be AOA’s Heart Attack MV.