Why does SM keep pushing Kwangya concepts onto established legends like SNSD and SuJu?

I'd be pretty insulted if I had to pander my art to more junior groups after I had already done my time as a junior and bent over backwards for SM for more than a decade already

Taeyeon doesn't even know what Kwangya is

Eunhyuk has said "Kwangya's worldview, they are shoving it to the singers who weren't even part of it"

It's cringe at best and insultingly stifling at worst

kwangya is the whole sm universe not just aespa.

I don't think they are pushed on them as strongly though?

Whatever it is it's cringey as fxck and I honestly wish they would go back to being a normal company that makes good music for all groups.

NCT and Aespa are musically the worst SM group.

SM doesn't care. Kwangya is the new direction they're taking and their artists can either get on board or... that's their only option.

if they give SNSD kwangya concept for their comeback

I think Lee Soo Man is one persistent guy, I read once he had come up with EXO's concept in 1976 and waited until 2012 to make it the concept of one of his groups, who knows how long he has been waiting for Kwangya to come to life.

OP said legends without an lol. I guess legend in kpop means something different then the real world.

LSM needs to step down

Quote from Marinated Watercress Bear (651)

I think Lee Soo Man is one persistent guy, I read once he had come up with EXO's concept in 1976 and waited until 2012 to make it the concept of one of his groups, who knows how long he has been waiting for Kwangya to come to life.

He's gotta lay off the shrooms man

They’re still getting that paycheck, they’ll be fine.