The K-pop industry can be an overwhelming industry to be in as a new group makes their debut almost every month. If you’ve been a bit active into the online K-pop community then you’ve probably heard the word “nugu” thrown around. It’s short for “who?” in Korean, and in K-pop terms it usually refers to groups or artists who aren’t widely known. But here’s the thing: “nugu” doesn’t mean “untalented.” In fact, a lot of these groups are putting out incredible music with way less attention than they deserve. I asked on my TikTok account (@lifecriris) who I should cover, and the comments gave me a goldmine of underrated names. So here’s a deep dive into some groups and artists you should definitely give a listen to if you’re looking for some great additions for your K-pop playlist!

1. XLOV

XLOV might already be on your radar since they’ve been gaining attention for their insane dancing skills. They’re a gender-neutral group, which makes them stand out as they push back against traditional gender norms. Members Wumuti, Rui, Hyun, and Haru are all unique, talented, and themselves — a combo that makes them super refreshing in the K-pop scene. And good news if you’re in Europe: they’re heading on tour next year, including a stop in the UK!

2. TDYA (TODAYA)

TODAYA is a brand-new girl group that debuted just this past August after being formed through the online variety show Another Day of Debut Training. Their concept is really fun because each member plays a key role: Friendshiping is both the leader and the creative force behind their content, Amy Park is the group’s choreographer (and she makes their dances look fierce!), and Mirani shines as a rapper. Plus, the lineup includes a very familiar face — Hyunjin, formerly of LOONA and Loossemble, which makes this group even more exciting. Honestly, their future looks so promising.

3. 1VERSE

Hyuk, Seok, Kenny, and Nathan form 1VERSE, a boy group with one of the most unique backgrounds out there. Hyuk and Seok are North Korean defectors, bringing powerful personal stories into their music, while Kenny and Nathan add their own international flair. The name “1VERSE” stands for unity, and you can feel that message in their songs. Even though their discography is still small, they’ve already shown that exciting “new boy group” vibe. Definitely one to keep an eye on.

4. withus

The group withus has actually been around since November 2020, but they’re still quite unknown. The four members Janghyeon, Junyeop, Rak, and Hwanrok competed on the survival show Stars Awakening before debuting. They’ve been steadily building their discography and really deserve more love, especially since they’ve been working so hard for several years now. If you want to support a group that’s been in it for the long run, ‘withus’ is for you!

5. XD

Formerly known as ‘XEED’, this four-member group has had quite the journey. They first debuted in 2022, disbanded in 2024, and then made a comeback in 2025 under the name ‘XD’. The lineup; Doha, Bao, Jaemin, and UO are incredibly talented, and their passion really shows through their performances. Their name stands for “endless dream, hoping that dreams come true”, which honestly feels perfect for a group that’s already overcome so much. I’m rooting so hard for them.

6. OMEGA X

OMEGA X might not feel like a “nugu” name to some, since they’ve already built a solid fanbase, but they haven’t quite reached the level of fame they deserve. This 11-member group — Jaehan, Hwichan, Sebin, Hangyeom, Taedong, Xen, Jehyun, Kevin, Junghoon, Hyuk, and Yechan; debuted in 2021 with the concept of being the “final boss” of K-pop. And honestly? They live up to it with their powerful stages, great songs, and amazing teamwork. I can’t wait to see them break even bigger in the future.

7. idnnt

‘idnnt’ (short for “Identity”) is the boy group from the same label as TripleS, and they’re basically the “brother group” with a similar concept. Like TripleS, IDNTT has a massive lineup — 24 members total, split into different units. Right now, the active lineup includes Kim DoHun, Kim HeeJu, HwangBo MinGyeol, Choi TaeIn, Lee JaeYoung, Kim JuHo, Nam JiWoon, and Lee HwanHee. Their song You Never Met is just the beginning of what’s to come, and I’m honestly so curious to see how their full lineup will look like!

8. XONIK

XONIK is a four-member boy group — Leejun, Hyojin, Yeung, and Juchan — who just debuted in May this year. Their name is inspired by the word “sonic”, representing their powerful sound. Their visuals and stage presence are already super polished for such a new group, and their performances leave a strong impression. If you love that punchy, fresh-boy-group vibe, you’ll definitely want to check them out.

9. W24

If rock vibes are more your thing, W24 (short for “World 24 Hours”) might be right up your alley. The band with members Howon, Jonggil, Aaron, and Yunsoo has been active since 2018, bringing a more instrument-driven sound into K-pop. They’re seriously underrated, considering how good their music is. Songs like ‘ROOFTOP’ show off their talent perfectly and prove that K-pop isn’t just about idol groups; bands deserve love too.

10. PURPLE KISS (honourable mention)

I also got a lot of comments about PURPLE KISS, and I couldn’t leave them out. Members Goeun, Dosie, Ireh, Yuki, Chaein, and Swan have built a beautiful discography over the years. Sadly, they’ll be disbanding this November, which makes their recent track ‘DOREMI’ feel extra special. Let’s give them all the support they deserve in these last few weeks as a group.

At the end of the day, the K-pop industry is huge and it’s easy for smaller groups to get overlooked. But “nugu” doesn’t mean “not worth it”, it just means “not enough people know them yet”. All of these groups are working so hard to make their dreams come true, and they really deserve more love. If even one new song or group from this list ends up on your playlist, then their music is already reaching further. Let’s keep cheering them on, sharing their stages, and showing support so that more people can discover just how talented they are. Any new recommendations are also always welcome!