Thesis, antithesis, and synthesis which is called 정반합 in Korean is one of the logical development methods which is related to philosopher Hegel's dialectics. Thesis ('정') is the original state of something being remained from before. Antithesis ('반') is the progress of neglecting the image of '정' and suggesting totally new state. Synthesis ('합') is the state of revolutionizing what is needed to and remaining the thing that should be remained. These progress of thesis, antithesis, and synthesis repeats and repeats until it reaches the ideal and perfect state.
These logics are used in K-Pop marketing. Min-Heejin, the CBO of Hybe Corporation who works on art directing and graphic designing produced many K-Pop groups using this logic. For instance, she firstly devised Girl's Generation as an antithesis ('반') of original girl groups by producing as a clear meaning of 'girl' not cute, pretty, and unique girl. Then, Girl's Generation becomes the leader by being another thesis ('정'). Finally, f(x) becomes antithesis ('반') by being unique and trying different kinds of concepts. Then, Red Velvet becomes new synthesis which is the combination of thesis and antithesis.
Lately, Min-Heejin promoted Newjeans, the new idol group. Many people commented that Newjeans is a masterpeice of these thesis, antithesis, and synthesis philosophy method.