4EVE: Exploring the rise of T-pop girl group

Instagram: @4eve_official 
4EVE is widely regarded as the leading T-pop girl group. Their music embodies a lively and fun tone that resonates with both Thai and international listeners. 4EVE’s popularity has skyrocketed since their inception, making them one of the top girl groups in Thailand.
4EVE started out with a reality television show called 4EVE Girl Group Star, developed by XOXO Entertainment, a subsidiary of Workpoint Entertainment. The show pitched 20 contestants for a chance to win a spot in the 7-member group. The first episode aired on 13th July 2020, and lasted until 5th  October 2020.  
4EVE was created under the concept of “Girl Crush”, highlighting women who are confident both externally and internally, expressing their feelings and attitudes through seven unique looks. Each of the members embodies a distinctly different persona. The members of 4EVE include Mind (Atitaya Tribudarak), Jorin Kampeephan, Taaom (Benyapa Unjit), Hanna Rosenbroom, Fai (Nattaya Buttura), Punch (Tipanan Nilsiam), and Aheye (Korranid Laosubinprasoet). 
4EVE debuted in December 2020 with the release of their first single, “OOH LA LA!” which created a buzz in the T-pop world among Thais. In March 2021, 4EVE released their debut album titled The First Album, with the lead single “TEST ME” reaching number one on the Spotify charts in Thailand. The album features prominent producers, including F. Hero, Urboy TJ, President K, and many more, blending a variety of styles. 
They also announced their first-ever concert, 4EVE THE 1st CONCERT FRIENDS & FAMILY, held on 17th December 2022 at Queen Sirikit National Convention Center, which quickly sold out due to popular demand. On 9th December 2023, 4EVE announced their second major concert, NOW OR NEVER at Impact Arena. The concert was held on 10th February 2024 and sold out the 12,000-seat arena within hours, making 4EVE the first-ever Thai girl group to do so. Some of their most popular songs include hot2hot, Test Me, and Tears.   
In the short time since their inception, 4EVE has received many awards and accolades, including Best New Artist 2022, and T-POP of The Year 2023. The group’s popularity has reached international audiences, and they have been recognised by the Grammys, which named 4EVE among 12 ‘Rising Girl Groups’ globally, further propelling the group to international fame.