The trend is youthful New Jeans visuals with their school girl outfits, soft repetitive basic sounds, nostalgic vibes, etc. Every single 5th 4.75 gen group not from YG has adopted this from KIOF to Izna to Heart to Kiii to TripleS. Probably a dozen other nugu groups as well.
As an alternative, the countertrend was started by Ive's visual based chaebol girl crush, which was later modified by Lesserafim's performance based model runway girl crush. Even Aespa's original hyper BP style EDM girl crush music epitomized by Black Mamba has been left in the dustbin, their newest two songs are way less noisy and vocally heavy and more like the toned down Ive/Lesserafim formula with their own Aespa bits stuck in there. Now judging by Stayc's teasers, they too are moving to the Ive/Lesserafim girl crush aesthetic.
Meanwhile, a few older groups continue to maintain their own branding, Idle and Itzy have retained their signature sounds/concepts doing their own versions of girl crush.
For the most part though what was once the Blackpink vs Twice war with EDM Hyper Girl Crush vs Full On Cutesy, has shifted into this Newjeans retro style vs Ive/Lesserafim Nu Girl Crush combining chaebol/model aesthetics.