Nugu

Synonyms:
See also:	Bias, The Big Three
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Nugu (누구, literally meaning "who?") is a term used in K-pop fandom to refer to relatively unknown, obscure, or new groups that have not yet gained significant recognition or popularity.

Usage

The phrase was coined by the international fandom, specifically on the LiveJournal community Omona They Didn't!, before or around 2013. With so many acts in the scene, it became difficult for some groups to stand out and gain traction with the general public. The term "nugu" emerged as a way for fans to categorize these lesser-known acts whose names prompted the question "who?".

The usage of nugu would spread to other parts of the fandom, notably Twitter. In 2020, the Twitter account @nugupromoter was created as a place for news and promotion for underrated girl groups. The account garnered a significant amount of popularity, with over 100,000 followers, and is often credited with popularizing the term in modern fandom.

The term 'nugu' can sometimes be used in a derogatory or dismissive way, to put down groups who are unable to achieve success. It is sometimes used as a synonym for 'nobody'. Despite this, it can also be used affectionately by fans who support these underdog artists. Some fans even take pride in being part of the fandom for a nugu group, seeing it as a way to stand out from more mainstream fandoms.

Examples

There are numerous nugu groups. As of 2024, some examples of groups in so-called "nugudom" include PIXY, NATURE, Cignature, Secret Number, LUNARSOLAR, and more. For boy groups, groups like Tan, Nine.i, D1CE, GreatGuys, OnlyOneOf, ONF, and Pentagon are often considered nugu.

Some groups that were formerly considered nugu but have "graduated" include Kiss of Life, StayC, Dreamcatcher, DKZ (formerly Dongkiz) and others.

Criteria

There is ongoing debate among fans about when an artist truly "graduates" from nugu status to more mainstream popularity. The Twitter account Nugu Promoter, has criteria that an artist is excluded from being nugu if they are capable of selling around 12,000 to 15,000 album copies, in the first week, for two consecutive releases.

This criteria has faced some criticism. Despite achieving viral success, Fifty Fifty did not meet the requirement for 'two consecutive releases'. As a result, they were promoted by Nugu Promoter long after their breakthrough hit, prompting criticism from some fans.

In case you're wondering, the UPDATED criteria we've been using for the past months is mostly based on sales: 12k~15k 1st week sales in order for a group to graduate. It also has to be that way for two consecutive releases. 💓

Fandom

International

There are a number of Twitter accounts dedicated to promoting and supporting nugu acts.

• The most popular is @nugupromoter, with over 100,000 followers, they are known for promoting exclusively girl groups.

• For boy groups, @nugubgs_ exists.

Korean

Nugu was a term coined by international fandom and is not widely used in Korean fandom. Many Korean fans often use the term 망돌" (mangdol), which means more akin to "flop" in English. Some netizens have criticized the usage of “nugu”, since in Korean, it simply means “who”. As a result, some netizens find it hilarious:

"I find 'a bunch of nugus' the most hilarious."

"lol some international fans take this too far and think people are roasting idols when they say nugu. 'nugu' literally means 'who'"

"lmao it's amazing how language evolves"

"'Nuguest nugu of all nugu' sent me lmaoo"