RIIZE showcase unexpected charm through web variety shows during 'II' comeback

K-pop group RIIZE is earning praise for their "unexpected charm" as they engage with fans through various web variety shows, a key strategy during their comeback promotions for their second mini-album 'II'.

Released on June 15, RIIZE's 'II' comeback has seen the group not only perform on music shows and festivals but also make extensive appearances on TV and YouTube web variety programs, as well as their own content. This approach has shown a more humorous and occasionally clumsy side of the members, a contrast to their polished stage image.

A prime example of their humor was seen on the YouTube channel 'Jipdaeseong' in an episode titled 'RIIZE overdoing it for 42 minutes,' released on June 19. During a "variety academy" segment with host Daesung, members Wonbin and Shotaro participated in a toast game. Shotaro's spontaneous act of picking up a dropped piece of bread with his mouth drew significant laughter, further amplified by Eunseok's witty defense of "airtime" and Shotaro's quick retort of "layback."

Beyond 'Jipdaeseong', RIIZE has also appeared on a diverse range of web variety shows, including the 'Muhan Sangsa' skit 'Hawasu', Teo's 'Salon Drip', 'Jeongwaja' where they transformed into university students, comedian Yang Se-chan's 'Momeok TV', DAY6's Young K's 'Gongkey', 'Lee Mujin Service', and 'Jojeongjae Hyeong'. These appearances offer fans a multifaceted view of the group's personalities and dynamics.

This shift towards web variety content reflects a broader trend in K-pop promotions, where these platforms serve as crucial long-term branding assets and "entry points" for new fans. Unlike traditional music shows with limited exposure, web variety content can be re-edited into shorts, reels, and fan-translated videos, reaching a global audience and continuously attracting new fans even after official promotions conclude.