Summer refuses to end in MEOVV’s world. The multinational five-piece — Sooin, Gawon, Anna, Narin, and Ella — storm back this week with “BURNING UP,” a track that cements their lane in the fifth generation of K-pop: pulsing EDM, relentless dance breaks, and club-sized energy that thrives on sweat, spark, and spectacle. After teasing the edges of multiple genres across their debut EP MY EYES OPEN VVIDE, the group now lock into something more direct, urgent, and unmistakably theirs.

The new single is a statement of intent. Where peers in the fifth-gen wave have leaned on pastel concepts, high-concept lore, or bright bubblegum palettes, MEOVV’s calling card is different: they specialise in music built for motion, for clubs and festivals, for the kind of sweat-soaked spaces where the beat matters as much as the lyrics. Built on a Jersey club rhythm that literally inhales and exhales, “BURNING UP” pairs a polished production sheen with an uncontainable edge, pushing the group toward a sound that feels both global and gritty. The chant-heavy chorus — “It’s like a wildfire, I’ma stay right by ya” — is engineered for arenas, yet manages to sidestep cliché with its sheer urgency.

The video doubles down on the metaphor. MEOVV aren’t simply singing about fire — they’re dancing inside it. Cars burn, sprinklers drench them, fire trucks blast water as the members hit choreo that looks built to set stages alight. It’s a visual escalation from the sharp, cinematic imagery of “DROP TOP” or “HANDS UP,” leaning into something bolder, hotter, and harder to ignore. Each member gets space to shine: Anna’s vocals cut deeper than ever, Ella’s dance execution has grown razor-sharp, and Gawon’s visuals dominate the frame with an intensity that feels impossible to look away from. The rain scene and freeze-frame outro seal it as one of their most iconic music videos yet.

Part of the impact lies in how cleanly THEBLACKLABEL have shaped MEOVV’s sonic identity. With Teddy Park steering the ship alongside 24, Malachiii, and Teal Douville, “BURNING UP” follows a blueprint of muscular beats, airtight mixing, and just enough empty space for the vocals to strike. Where other rookies still sound like they’re searching for their signature, MEOVV’s niche is becoming clear: hype music that balances the raw and the refined. It’s music for dancefloors, yes, but also for anyone who wants their K-pop to feel a little wilder, a little less safe.

That willingness to go heavy on beats and dance breaks is carving out a unique lane for them in a crowded generation. Fifth-gen K-pop is already a battleground of aesthetics — from polished minimalism to maximalist lore-building — and MEOVV are proving there’s room for something looser and sweatier, without losing polish. Fans have already noted how much stronger the members feel this time around, both individually and as a unit, and “BURNING UP” only raises expectations for the stages to come.

The single also arrives at the end of a dizzying year. Since their official launch in September 2024, MEOVV have stacked milestone after milestone: a MAMA “Favorite Rising Artist” award just three months after debut, their first music show win on M Countdown with “HANDS UP,” a Japanese single tied to a cosmetics campaign, and a buzzworthy US live debut at KCON LA this summer. It’s the sort of résumé most rookies would dream of — and they’re not even through their second year.

All of this makes “BURNING UP” feel less like a comeback and more like a pivot point. If “MEOW” was the chaotic arrival, “DROP TOP” was the flex, and “HANDS UP” was the breakthrough, then “BURNING UP” reads as the moment MEOVV stop experimenting and start defining. They’ve found a space that belongs to them, where sweat and spectacle meet precision, and they’re daring the industry to follow.

With fifth-gen momentum building and a packed calendar still ahead, one thing feels certain: MEOVV aren’t here to fit in neatly beside their peers. They’re here to set the tone — and if “BURNING UP” is any indication, the fire they’ve sparked won’t be put out any time soon.