CUBE Entertainment recently found itself at the center of online discourse after fans discovered its trademark application for the term “XOGEANS” (엑소진스) and the phrase “New GG.” While no official confirmation has been made, fans believe the move points to the upcoming debut of a new girl group under the label, one that would likely be positioned as the junior counterpart to (G)I-DLE. The discovery quickly gained traction on social media—not so much because of the anticipation surrounding a new girl group, but because of how “XOGEANS” sounded phonetically. Fans were quick to note its resemblance to names of two major K-pop groups: SM Entertainment’s EXO and ADOR’s NewJeans. This auditory similarity stirred criticism rather than excitement.
A significant portion of the backlash stems from the perception that CUBE may be trying to ride the coattails of existing, highly successful groups to give their own upcoming artists a better launchpad. Fans pointed out that “XOGEANS” sounds like a mash-up of “EXO” and “NewJeans,” making the name feel more like a calculated marketing tactic than an original brand. For many, the resemblance crosses a line between inspiration and imitation, with some calling the move “embarrassing” and “lazy.” Criticism intensified with comments that if this were indeed the chosen name for CUBE’s next girl group, it would represent a noticeable downgrade from previous group names like “LIGHTSUM.” The conversation quickly grew beyond the topic of naming, touching deeper concerns about the company’s priorities.
Fans also used this moment to voice frustration over how CUBE has handled the management of its existing girl group, LIGHTSUM. Many accused the agency of sidelining the group in favor of investing time and resources into launching a new act. Comments from fans flooded social media, expressing disillusionment over what they viewed as neglect. Several posts argued that rather than attempting to hype a new group with a controversial name, CUBE should focus on supporting the groups already under their care. The perceived disregard for LIGHTSUM has only fueled skepticism about the company’s overall approach to artist development and long-term vision.
Despite the growing criticism, the trademark filing itself indicates that CUBE Entertainment is moving forward with the project. The timing has led to speculation that the debut could occur as early as late 2025 or sometime in 2026. However, with the controversy surrounding the name already gaining widespread attention, the public reception of this new girl group may be off to a rocky start. Even before an official debut or teaser, the group’s potential identity is being scrutinized under a critical lens. Whether CUBE chooses to address the backlash or press ahead unchanged remains to be seen, but the situation has highlighted just how sensitive and branding-conscious K-pop fans have become in a hyper-competitive industry.
