[Sociology of Reverse Trends] The Secret Behind MZ Generation Military Veterans' Enthusiasm for 'Brave Girls'

YouTube Video Causing Reverse Trend Storm Surpasses 14 Million Views, Sweeping Music Charts
Expert: "Despite Heavy Rain, Performing Earnestly on Stage Evoked 'Comradeship,' Resonating with New Generation Soldiers"

The Brave Girls' 'Rollin' video uploaded on the 24th of last month. As of the 29th, the video views have surpassed 14 million. Photo by YouTube channel 'Viditor' video capture.

[Asia Economy Reporter Heo Midam] "It feels good to have given hope through our songs, but it was even better to have given hope in another sense."

The group Brave Girls (Minyoung, Yujeong, Eunji, Yuna, BG) has emerged as an 'icon of reversal' and the 'protagonists of a comeback.' Their song "Rollin," released four years ago, has literally 'reversed' on the music charts, not only hitting number one but also sweeping first place on various music shows, demonstrating a late-blooming strength. Having once considered disbandment due to continuous failures, they have rapidly risen to become the top choice for broadcasting appearances after four years, writing a success story. Those who persevered steadfastly without giving up for a long time are now receiving enthusiastic responses from the youth, creating the so-called 'BG Syndrome.'

The comeback of "Rollin" began with a video posted by a YouTuber on the 24th of last month. The YouTuber 'Viditor' captured some amusing comments along with footage of BG's military base performance. In the video, soldiers enthusiastically responded by singing along and dancing to "Rollin."

Especially, witty comments from veteran soldiers such as "If you play this during war, you'll win the war," "Billboard number one in the military," and "I also received this as a handover from my senior" contributed to the video's popularity.

As of 3 p.m. on the 29th, the video has surpassed 14 million views, maintaining a hot response. Notably, the video has been shared across various online communities and social networking services (SNS), with anecdotes spreading about a culture where "senior soldiers handed over 'Rollin' to junior soldiers."

The popularity on YouTube extended to the music charts. The song, which initially ranked 190th on the charts at the time of release (March 7, 2017), swept first place on various music charts after four years and ultimately achieved six crowns on music shows, demonstrating its strength.

The comeback of "Rollin" also sparked interest in the BG members. Debuting on April 8, 2011, BG did not gain much popularity at the time, resulting in frequent member changes and long hiatuses. Eventually, all original members left the team, and the second-generation lineup of Minyoung, Yujeong, Eunji, and Yuna began activities in 2016.

Photo by tvN, screenshot from the broadcast of 'You Quiz on the Block'.

Despite significant team changes, they experienced a slump without major achievements during their active period. Especially just before the "Rollin" comeback, the team faced the risk of disbandment. Member Yujeong studied Korean history to prepare for employment, and Yuna obtained a barista certificate. Some members even packed their belongings from the dormitory, deciding to disband just before the comeback phenomenon.

Regarding this, Yujeong said on tvN's "You Quiz on the Block," "If I were a little younger, I might have been able to hold on, but I felt very bleak because of my age," adding, "The day before the comeback video was posted was when I was about to talk to the CEO about wrapping things up."

Inspired by their touching story, their song "We Ride," released last year, is also making a comeback on various music charts. Yujeong said, "During the 'We Ride' promotions, someone left a comment saying, 'Guys, don't give up.' That one phrase touched my heart and made me think, 'Maybe we can do it once,'" adding, "Later, the person who wrote the comment left another one, saying they were comforted by our comeback," which moved many.

Experts attribute BG's comeback success to the enthusiastic response from soldiers. Cultural critic Jung Deokhyun said, "BG's comeback started under the special environment of the 'military.' While the public values the music itself, they also place great importance on the response to the music," explaining, "In BG's case, the enthusiastic reactions of a few hundred soldiers created an effect as if there were thousands of spectators. These factors stimulated public curiosity."

The fact that video SNS platforms like YouTube have become major consumption platforms across all demographics is also cited as a key factor. It has become possible to reach number one on music charts without relying on terrestrial TV or radio. Critic Jung Deokhyun added, "The powerful influence of SNS also affected the comeback. In the past, if good songs didn't gain popularity, people would just think 'that's a shame' without taking action. But now, spaces exist through SNS to share good songs. Especially when forgotten songs are rediscovered by the public, they can create even greater resonance."

Brave Girls performing in the rain during a 2017 concert of the 39th Infantry Division of the Army in Haman, Gyeongnam. Photo by MBC Gyeongnam Music YouTube channel screenshot.

An important point not to miss is the BG members' diligence and stage manners. BG actively visited remote areas, including Baengnyeongdo, which takes 12 hours round trip, gaining enthusiastic responses from the new generation of soldiers. BG also cited the 'Baengnyeongdo慰問 performance' as their most memorable stage, recalling, "The huge cheers and excitement in Baengnyeongdo remain vividly in our minds." At that time, dust clouds rose from the soldiers who gathered to see BG, but they did not lose their smiles and gave their best performance.

They also expressed gratitude during the heavy rain at the 2017 Army 39th Infantry Division performance in Ham-an, Gyeongnam, saying, "Thank you for enjoying our stage despite the bad weather." Despite their costumes and hair being soaked by the pouring rain, the members performed their prepared stage diligently, eliciting enthusiastic responses from the soldiers.

The soldiers who were enthusiastic about them continue to express their feelings even after discharge. Comments on YouTube videos refer to BG as "brotherhood," show admiration for their "power to top the 'Milboard' (Military + Billboard) chart," and say, "It's a victory of desperation. BG went to Baengnyeongdo, a place no one wanted to go. That effort led to the comeback."

Regarding this phenomenon, some point out that it is premature to conclude that the MZ generation (a term referring to those born from the early 1980s to early 2000s) pursues only easy and comfortable things and lives extremely individualistic or selfish lives.

They say that the MZ generation shows favor toward those who demonstrate diligence as key players in society and supports their social success, embodying the motto "effort does not betray." Moreover, those who do not lose their smiles and enjoy themselves even in difficult situations have been enough to move the public.

German psychologist Rolf Merkule said, "Geniuses cannot beat those who work hard, and those who work hard cannot beat those who enjoy." We look forward to the future steps of the BG members as they write a new success story.

This content was produced with the assistance of AI translation services.