BOYNEXTDOOR — "Earth, Wind & Fire" Official MV (2024) · KOZ Entertainment (HYBE) · via YouTube
Every K-POP era has a phrase critics use to describe what's actually new about it. For the current 5th generation, that phrase is "naturalism" — and two groups get named as its clearest examples more than anyone else: BOYNEXTDOOR and RIIZE. Korean entertainment media has been pitting them against each other in head-to-head comeback articles since 2025, which raises the obvious question — are they actually doing the same thing, or does "naturalism" mean something different for each of them?
What Does "Naturalism" Actually Mean in K-POP?
Industry writers use "naturalism" to describe a reaction against the heavily produced, fantasy-concept era of the mid-2010s to early 2020s — elaborate universes, dramatic styling, near-constant thematic reinvention. Naturalist groups instead lean into looking and sounding like themselves: casual styling, songs about ordinary emotions rather than concept lore, and promotional content that favors candid, vlog-style footage over cinematic teasers. It's less a fixed rulebook than a shared instinct across several 5th-gen groups, and BOYNEXTDOOR and RIIZE are the two most frequently cited as defining what it actually looks like in practice.
BOYNEXTDOOR's Version: Authenticity First
BOYNEXTDOOR debuted in 2023 under KOZ Entertainment, a HYBE label, and built their identity almost entirely around feeling unpolished on purpose. Their breakout single "Earth, Wind & Fire" leans into a groovy, retro-tinged sound rather than a high-concept dance track, and their content — especially their variety-style YouTube series — plays up genuine, sometimes awkward group chemistry instead of a curated image. Fans and critics consistently describe them as "refreshingly natural," and industry observers have pointed to that relatability, rather than viral spectacle, as their long-term competitive advantage.
RIIZE's Version: Emotional Pop, Global Polish
RIIZE debuted on September 4, 2023 under SM Entertainment — the label's first new boy group in seven years — with "Get A Guitar," a bouncy, guitar-driven single that became the first debut album by a group not formed through a survival show to sell over one million copies in its first week. SM describes RIIZE's sound as "emotional pop," and the group's visual identity leans into bright, Los Angeles-shot music videos (their debut MV was filmed on location and later earned the group a certificate of appreciation from the LA City Council) rather than BOYNEXTDOOR's low-key, day-in-the-life approach. RIIZE's naturalism reads as sunny and global rather than raw and domestic.
RIIZE — "Get A Guitar" Official MV (2023) · SM Entertainment · via YouTube
Why Are They Always Compared?
Beyond the shared "naturalism" label, the comparison is largely a media construct — Korean outlets have run "head-to-head" comeback articles pitting the two against each other since at least 2025, timing coverage to overlapping comeback schedules to manufacture a rivalry narrative. Some fans have publicly pushed back on this framing as an outdated marketing tactic that neither group asked for. By summer 2026, the comparison had actually expanded into a three-way conversation including ATEEZ, with commentators noting that RIIZE currently wins on mainstream viral buzz, ATEEZ wins on live performance and touring power, and BOYNEXTDOOR wins on long-term relatability and fan connection — meaning there isn't a single agreed "winner," just three groups succeeding at different things.
Both groups kept building through 2026 rather than coasting on debut buzz. RIIZE continued releasing material at a steady clip and stayed a fixture in year-end "best of 5th gen" conversations, while BOYNEXTDOOR expanded beyond music entirely — including landing their first OST placement on a popular 2026 rom-com drama, a move that broadened their reach to viewers who might never have clicked on a K-POP music video otherwise. That kind of cross-media expansion is itself a very "naturalist" move: instead of doubling down on an elaborate concept rollout, both groups have leaned on organic, lower-key visibility to keep growing.
Side-by-Side Comparison
| BOYNEXTDOOR | RIIZE | |
|---|---|---|
| Agency | KOZ Entertainment (HYBE) | SM Entertainment |
| Members | 6 | 7 |
| Debut | 2023 | September 4, 2023 |
| Signature single | "Earth, Wind & Fire" | "Get A Guitar" |
| Naturalism style | Raw, candid, everyday relatability | Bright, polished, globally-shot "emotional pop" |
| Notable record | Rapid critical and fan-community growth | First non-survival-show group with 1M+ first-week album sales |
FAQ
Are BOYNEXTDOOR and RIIZE under the same company?
No. BOYNEXTDOOR is under KOZ Entertainment, a HYBE label — the same parent company as BTS and SEVENTEEN. RIIZE is under SM Entertainment, a separate and competing agency.
Is "naturalism" an official K-POP genre?
No — it's a description used by fans and critics to describe a shared stylistic direction among several 5th-gen groups, not an official industry category the way "girl crush" or "cute concept" function.
Which group should a new fan start with?
If you gravitate toward warm, retro-tinged, low-key content, start with BOYNEXTDOOR. If you prefer bright, polished, radio-friendly pop with a more global visual style, start with RIIZE. Both are considered strong, welcoming entry points for new K-POP fans specifically because neither relies on complex concept lore to understand.
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