Could P1Harmony's Intak Be the Next Sensation After ATEEZ's San?

K-pop boy group P1Harmony's Intak is drawing fresh attention through a cover performance. His rendition of Rain's "Hip Song" at a fan meeting spread through short-form clips, led to a challenge with the original artist and earned him a special stage on Mnet's weekly music show "M Countdown." For a group that has grown faster overseas than at home, the moment could provide a new point of entry for domestic audiences.

As of Sept. 11, the official video of Intak's "Hip Song" cover on P1Harmony's YouTube channel had surpassed 2.23 million views. Intak first performed the cover in July at the group's fan meeting "P1uspace H : Horror Haven." Fancams from the event circulated on social media and online communities, and the release of an official live clip on the group's channel kept the buzz going.

The combined view count across related videos has topped 10 million. The official live clip also reached No. 8 on YouTube Music's daily domestic music video chart in South Korea and No. 24 on the weekly chart.

Intak then filmed a "Hip Song" challenge with Rain and performed a special stage on Mnet's "M Countdown" on Sept. 10. A one-off fan meeting cover had made its way to a music show, driven by online buzz.

ATEEZ's "BAD" recently demonstrated the same short-form effect. A brief segment featuring San performing a chest pop spread quickly across short-form platforms, drawing attention to both the song and the member. Viewers were drawn first to a few seconds of his expressions and movement, then sought out the full performance and music video.

The pattern points to a shift in how audiences discover K-pop. In the past, buzz was largely built around planned promotions such as new releases and scheduled music show appearances.

Now a short clip from a concert fancam or cover performance can serve as the entry point. With algorithms difficult to predict, previously released performances can suddenly gain traction.

P1Harmony has built much of its sound around hip-hop-driven beats and freewheeling energy in songs such as "Do It Like This," "Back Down" and "Killin' It." The powerful dancing and relaxed stage presence that stood out in Intak's "Hip Song" cover are also central to the group's performance identity. The cover may therefore lead viewers who discovered Intak to explore P1Harmony's music.

P1Harmony's overseas profile has grown faster than its recognition in South Korea. In 2023, "HARMONY : ALL IN" gave the group its first entry on the Billboard 200, the main U.S. albums chart, at No. 51. "Killin' It" then reached No. 39, "SAD SONG" No. 16 and "DUH!" No. 23.

Last year, the group's first English-language album, "EX," reached No. 9. This year, "UNIQUE" landed at No. 4, giving P1Harmony two consecutive top-10 releases. The group has now placed six consecutive releases on the chart.

That growth trajectory, built on overseas touring and a strong performance identity, resembles ATEEZ's rise. ATEEZ similarly expanded its concert scale and fandom abroad before building greater recognition in South Korea.

One viral moment does not mean P1Harmony has secured mainstream recognition in South Korea. Still, for a group that has already demonstrated steady growth overseas, opening a new route to domestic listeners is significant.

In the short-form era, it is difficult to predict where the next viral moment will emerge. The question now is whether Intak's "Hip Song" can help P1Harmony emerge as the next global performance-driven group after ATEEZ.