It was to correct the narrative that Big 3 stans have been pushing that their biases are "creators" or "originators" of concepts like girl crush, teen crush and hip hop based concepts or anything that's not cute. For some reason they never want to claim that
Funny you mention the cute concept part since I believe that was basically copied from Japan, which you didn't mention but a large part of KPOP idol culture is entirely lifted from there like handshake/high five events, bulk buying, dating and expectation for idols to maintain a exemplary behavior etc