Loona

Loona is a South Korean girl group that redefined K-pop debut strategies with their 18-month pre-debut project. As of 2024, the group is on indefinite hiatus following the departure of all members from Blockberry Creative. The remaining eleven members have re-debuted in new acts: ARTMS, Loossemble, and solo projects. Loona's legacy includes a dedicated international fanbase, complex lore, and a discography spanning multiple genres from synth-pop to R&B. The group achieved three consecutive Billboard World Albums number ones and over 100 weeks on that chart. Their fandom, Orbits, remains active, supporting the members' new ventures.[edit]

Loona's formation began in October 2016 when Blockberry Creative launched an ambitious pre-debut project. Each month, a new member was introduced with a solo single, starting with Heejin's "ViViD" on October 5, 2016. The project continued until August 2018, revealing 12 members in total. The first sub-unit, LOONA 1/3, debuted in March 2017 with the EP Love & Live, featuring Heejin, Hyunjin, Haseul, and Vivi. In September 2017, ODD EYE CIRCLE debuted with Kim Lip, Jinsoul, and Choerry, showcasing a more electronic sound. The third sub-unit, yyxy, debuted in May 2018 with Yves, Go Won, Hyeju, and Chuu, including a collaboration with Grimes on "love4eva." The full group debuted on August 19, 2018, with the EP [+ +] and title track "Hi High." The project cost an estimated $1.5 million, making it one of the most expensive pre-debut campaigns in K-pop history.[edit]

Loona's music evolved through distinct eras. The pre-debut solos covered a wide range of genres: Heejin's "ViViD" was synth-pop, Kim Lip's "Eclipse" was R&B, and Yves' "new" was dream pop. Sub-units each had a cohesive sound: LOONA 1/3 favored innocent schoolgirl pop, ODD EYE CIRCLE explored edgy electronic dance-pop, and yyxy leaned quirky and youthful. The full-group debut era with [+ +] and [X X] featured bright, energetic pop with empowering themes. In 2020, the album [#] introduced a darker synthwave sound with "So What." Later releases like [12:00] blended electropop and house, while [&] incorporated retro-funk. Loona's production often featured layered arrangements and experimental structures, with lyrics touching on self-discovery and unity.[edit]

Loona's pre-debit project revolutionized K-pop marketing by revealing members monthly, inspiring later groups like tripleS and NCT's rotational system. Their fictional universe, the LOONAverse, connected music videos, lyrics, and choreography into a complex narrative that fans analyzed extensively. The group also influenced fashion, with members becoming ambassadors for brands like Prada and Calvin Klein. Loona's "Butterfly" campaign in 2019 promoted environmental awareness and gender equality, donating proceeds to charities. In 2021, they were appointed honorary ambassadors for the Korea International Cooperation Agency (KOICA). Their music appeared in video games like Beat Saber, and they collaborated with international artists like Grimes.[edit]

Loona's official fandom name is Orbit, symbolizing the moon's orbit around the group. The lightstick, designed through a fan contest, is a glowing orb with a crescent moon cut-out. Orbits organize annual charity projects, such as "Orbit for the World," which raised over $50,000 for environmental causes in 2021. They are known for streaming parties to break records, like the "Butterfly" streaming parties. In 2020, Orbits funded a Times Square billboard for Loona's first anniversary. In 2022, they organized a global flash mob for "PTT (Paint the Town)."[edit]

Loona's name comes from the initials of "Girl of the Month" (이달의 소녀, Idalui Sonyeo) and the Korean word "dal" (moon). The stylized LOOΠΔ uses a Greek delta to represent the moon's crescent. The LOONAverse is a complex narrative involving parallel worlds and time travel. Haseul was originally the group's leader but took a hiatus in 2020 due to anxiety; Yves later assumed the role. Chuu's removal in November 2022 followed a legal dispute; she won a lawsuit against Blockberry Creative in January 2023. The debut project cost an estimated $1.5 million.[edit]