South Bronx in New York is the birthplace of hip-hop, the genre BABYMONSTER is pursuing.

The K-pop industry is more modern than old-school hip-hop, so I aim to create a concept that blends hip-hop and pop elements to captivate the new generation.

BABYMONSTER’s main image revolves around the 'monster' spooky theme, incorporating elements inspired by Monster High, Halloween, and other related themes.