Despite high expectations, aespa’s latest single “Dirty Work” failed to debut on the Billboard Hot 100, leaving fans and the music industry with questions. While the song saw strong numbers on global charts, it fell short of breaking into the coveted U.S. ranking.
🔎 Why Did It Fail? Key Factors
1. Insufficient Combined Score
The Billboard Hot 100 combines digital streaming, sales, and radio airplay. While aespa performed well in streaming and digital sales thanks to its fandom, it lacked traction in U.S. radio play and general public exposure, which are crucial for charting.
2. Weak Promotion Strategy
According to Koreaboo, fans criticized SM Entertainment’s poor promotional efforts in the U.S. market. Despite releasing an English version, a Flo Milli feature, and several remixes, fans felt there was a lack of strategic marketing and mainstream outreach.
3. Overhyped Predictions and Misguided Fan Hopes
Early rumors from communities like Reddit predicted a debut around #99 on the chart. When the prediction didn’t materialize, some fans expressed disappointment, while others argued that Hot 100 entries require more than just streaming from the core fanbase.
There were also unconfirmed rumors of fans using VPNs or bulk buying/streaming from overseas, which may have affected the group’s image in Western fan communities.
🌍 Still Strong on Global Charts
While “Dirty Work” missed the Hot 100, it performed impressively on global rankings:
- #2 on Billboard Global Excl. U.S.
- #5 on Billboard Global 200
These rankings mark some of the highest 2025 K-pop chart entries so far, reaffirming aespa’s global appeal outside the U.S. market.
🗣️ Fan & Community Reactions: Hype vs Reality
Reactions across fan communities were mixed:
“Some K-pop fans have too much time on their hands… The song hasn't even charted on BB100… Chill out.” – Reddit
On Koreaboo, others commented that SM’s misreading of the U.S. market and lack of promotional push contributed to the result. Some questioned whether a song like “Dirty Work” was even appropriate for a U.S. audience in its current form.
✅ Quick Summary
Category Detail
| Hot 100 Outcome | Failed to enter due to weak U.S. radio play and limited public reach |
| Fan Reactions | Disappointment over unmet predictions and weak promotions |
| Global Chart Success | #2 on Billboard Global Excl. U.S., #5 on Global 200 |
| Controversies | VPN use, fan-driven streaming, possible image issues |
🎯 Final Thoughts
aespa continues to show strong performance on global charts, but their Hot 100 journey highlights a key challenge for K-pop groups:
success in the U.S. market requires more than digital strength — it needs robust radio exposure and mass public appeal.
Going forward, SM Entertainment’s U.S. strategy and local promotion will be crucial for aespa’s next Billboard run.
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