Rookie girl group OURBIRTHDAY is bringing a burst of personality, attitude and playful energy to the K-pop scene with their latest release, “SQUEEZY.” The track arrives as another introduction to the seven-member group’s distinctive musical identity, built around their self-described genre of “WHIP-HOP.”
Formed by INNIT ENTERTAINMENT, a label under JYP Entertainment, OURBIRTHDAY officially stepped into the spotlight on July 22, 2026, following their pre-debut single “HUNGRY (Side A)” and a series of activities designed to introduce the group to audiences.
The group’s arrival marks JYP Entertainment’s first new girl group since NMIXX, bringing a fresh seven-member lineup made up of leader CHO HYEJIN, KUK CHOROK, SHIN HYEWON, U, BABY, ACHIRAYA and KILALA.
“SQUEEZY” arrives within a concept that is very much about embracing individuality. OURBIRTHDAY’s identity centres on the idea of treating every day with the freedom, excitement and unpredictability associated with a birthday. Rather than waiting for one special occasion to celebrate, the group wants to turn ordinary moments into something worth remembering.
That philosophy also informs the group’s approach to performance. Their seven distinct personalities come together through choreography that combines unconventional gestures, playful movement and tight synchronisation, creating a visual identity that feels deliberately different from the expected K-pop formula.
There is a sense of mischief running through OURBIRTHDAY’s creative direction. Their performances blend kitsch, humour and confidence, while their energetic delivery gives the group an unmistakable youthful edge. The result is music designed not only to be heard, but experienced through movement, personality and visual expression.
The name OURBIRTHDAY captures that philosophy. A birthday represents a moment when people can feel completely themselves, embrace happiness and celebrate simply being present. For the group, that feeling becomes a larger creative mission: to make every moment shared with their audience feel like its own celebration.
“SQUEEZY” therefore arrives as part of a broader introduction to a group determined to establish its own rules. Rather than fitting neatly into existing categories, OURBIRTHDAY are building around their “WHIP-HOP” identity, combining hip-hop energy with a playful and unpredictable approach to pop.
With their distinct personalities, high-impact choreography and colourful creative direction, the seven members are positioning OURBIRTHDAY as a group built for a generation that values individuality and self-expression.
Following their pre-debut journey and official arrival in July, “SQUEEZY” gives OURBIRTHDAY another opportunity to showcase the sound and attitude behind their growing identity.
