aespa’s Controversial Music Show Promotions Trigger Massive Outrage 

aespa’s latest mini album Rich Man has been one of the most talked-about releases this month, but not only for the reasons fans expected.

| SM Entertainment

While the music is doing well on charts in Korea, the way promotions were handled has left many disappointed.

aespa’s Charting Numbers With “Rich Man” Spark Massive Reactions

The group officially dropped Rich Man on September 5, and by September 7, their domestic promotions had already wrapped up.

aespa’s last broadcast for “Rich Man” era 🥹

September 5 – 7 promotions pic.twitter.com/Wuj1VvEUcP

— Jazz (@mjkmwntr) September 7, 2025

The short window quickly became a major talking point online, with fans criticizing how little time the group actually spent performing on Korean music shows. The comeback felt rushed for many, especially considering that in the past, K-Pop acts would typically promote for weeks at a time.

what… https://t.co/8jofhjf6YK

— ☆ (@khiawings) September 7, 2025

they were right when they called k-pop fast fashion because what. we used to have idols on broadcast for 4-6 weeks https://t.co/CSOIT8YIzP

— ☁️ (@auraofthegarden) September 7, 2025

im never complaining ever again wtf is this 😭😭😭😭 https://t.co/x2kLrfJjkI

— mel's secret 🍉 (@azzomelon) September 7, 2025

Adding to the frustration, aespa has already shifted focus to the United States, with reports confirming they are set to perform the title track on Good Morning America this week.

aespa is confirmed to perform on Good Morning America (GMA) on 12 September!

The performance comes in support of the group's new mini-album "Rich Man", which not only represents a new musical chapter but also marks the beginning of their partnership with Capitol Music Group. pic.twitter.com/B16g8S6hDk

— S (slow) (@winteraphy) September 5, 2025

While the overseas stage is a huge opportunity that showcases their growing international reach, fans in Korea feel overlooked, especially since the group never seems to promote for longer than two weeks in their home country.

they never promoted more than 2 weeks

BM – two weeks
NL – one week
savage – one week
DCT – one week
Girls – one week
Spicy – two weeks
better thing – one day
drama – two weeks
supernova – two weeks
armageddon – one week
whiplash – two weeks
DW – two weeks
Rich man – one week https://t.co/vUQRz8fQhM

— areej (@aesunova) September 7, 2025

This isn’t the first time aespa’s comeback has stirred debate. Even before the release, their teaser outfits drew heavy criticism, with each member facing scrutiny one after another. Now, the brevity of their promotions has sparked a larger conversation about how K-Pop comebacks are increasingly being treated like disposable products— fast, flashy, and short-lived.

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Though aespa’s global presence continues to expand, the disappointment surrounding “Rich Man”’s Korean promotions shows just how much fans still value longer, traditional promotion cycles. Many are left wondering whether short domestic stages are becoming the new normal, or if groups like aespa are being pushed to prioritize international schedules above all else.