The Creative Vision Behind HATE XX

Following her five-month hiatus, YENA returned with a bold artistic statement in "HATE XX," showcasing a dramatic evolution in both sound and style.

Concept Development and Visual Direction

The album's creative direction marks a significant departure from YENA's previous works, specifically embracing a nostalgic Y2K styling that resonates across generations. Her transformation features a striking pink hair makeover, complemented by smoky glitter eye makeup and gradient lips that pay homage to second-generation K-pop aesthetics.

Breaking Down the Album's Aesthetic (XX Photos)

The visual narrative unfolds through multiple concept photo releases, furthermore highlighting YENA's versatility as an artist. The album packaging reflects this duality through four distinct versions - regular editions in "Like" and "Hate" variants, additionally offering special Poca versions of each.

Musical Direction and Sound Evolution

YENA's musical spectrum expands notably in "HATE XX," where she explores various emotions through her signature energetic style. The album presents three distinct tracks:

"Hate Rodrigo" - A dance tune featuring (G)I-DLE's Yuqi, expressing playful jealousy
"Bad Hobby" - A track showcasing gradient anger with immersive lyrics
"Wicked Love" - A rock-infused modern pop piece choreographed by K-pop legend Choi Young-joon

The production team includes renowned collaborators from (G)I-DLE's circle, particularly Pop Time, who previously worked on "Queencard". This strategic partnership helped shape the album's distinctive sound, establishing what fans recognize as the "YENA genre".

Controversy and Cultural Impact

The release of "Hate Rodrigo" sparked immediate debate across social media platforms, with fans divided over the song's provocative title and concept.

The 'Hate Rodrigo' Debate

Despite YENA's explanation that the song expressed "cute jealousy" rather than genuine animosity, the choice of the word "hate" drew significant criticism. Some netizens argued that the title crossed boundaries, while others defended it as an artistic expression of admiration.

Copyright Challenges and Resolution

The controversy escalated on June 29 when the music video was suddenly made private on YouTube. Initially, speculation suggested Olivia Rodrigo's team had requested its removal. Nevertheless, Yuehua Entertainment clarified that they discovered potential violations of trademark rights, portrait rights, and copyright in certain scenes. The agency subsequently re-edited the video, removing all images of Rodrigo, moreover ensuring compliance with copyright regulations.

Industry and Fan Reactions

The incident generated mixed responses across the K-pop industry. Consequently, numerous TikTok videos featuring the hashtag #Hate_Rodrigo were removed. Despite the snowballing hostility, YENA maintained her promotional activities, though ultimately had to cancel her appearance on MBC's 'Show! Music Core' due to health concerns. The controversy highlighted the delicate balance between artistic homage and copyright considerations in the modern music industry.

Inside the Album Production

The three-track compilation of "HATE XX" spans just under eight minutes, showcasing YENA's artistic versatility.

Track-by-Track Analysis (HATE XX Tracklist)

The album opens with "BAD HOBBY," a 2:11 minute track that draws a crescendo of anger towards a cheating lover. The title track "Hate Rodrigo" featuring Yuqi clocks in at 3:01 minutes, essentially blending dance elements with playful lyrics. "WICKED LOVE," running 2:46 minutes, rounds out the album with its rock-infused modern pop sound.

Collaboration with (G)I-DLE's Yuqi

The partnership between YENA and Yuqi originated from fan observations about their resemblance. "We finally came to speak with each other at the idol sports championship, and we really clicked. We became close after that and realized we also had similarities in music and style," YENA explained. Their collaboration extends beyond vocals, accordingly incorporating mirror moves in choreography.

Production Team Insights

Pop Time, primarily known for (G)I-DLE's "Queencard," played a crucial role in crafting "Hate Rodrigo". The production team simultaneously brought together several I-DLE co-producers, including Jenci and Kako. Star K-pop choreographer Choi Young-joon contributed to "WICKED LOVE," bringing his signature style to the album. YENA herself participated in writing the lyrics, continuing her involvement from previous releases like "Love War" and "Wash Away".

Fan Community Impact

The digital landscape erupted with mixed reactions as YENA's "HATE XX" made waves across social platforms.

Social Media Response

Fan discussions primarily centered around the artistic intent behind the title track. Indeed, many supporters defended the concept as a creative expression of admiration, however others questioned the marketing strategy. The hashtag #hate_rodrigo generated significant buzz on TikTok, significantly impacting the album's initial reception.

International Reception

Global audiences expressed varied perspectives on the album's concept. Overall, while some international fans appreciated the bold artistic direction, others voiced concerns about the potential implications of using "hate" in the title. The debate extended beyond K-pop circles, attracting attention from mainstream pop music communities.

Chart Performance and Achievements

The album's commercial performance demonstrated YENA's growing influence in the industry. Notable achievements include:

First-day sales reaching 32,119 copies
First-week sales climbing to 94,915 copies
Monthly sales peaking at 98,578 copies
Total South Korean sales surpassing 101,297 copies

The title track secured positions on major music charts, reaching 74th on TOP100 real-time charts. The album's success solidified YENA's position as the 14th highest-selling female solo artist in terms of initial sales, with 94,915 copies sold during the first week.