ITZY seems to be having a hard time in terms of their achievements through the last two comebacks. JYP Entertainment was also considered to have taken part in the decline in ITZY's achievements.

ITZY just made a comeback with the album "Cheshire". But unfortunately "Cheshire" was less successful on the digital chart. Previously, fans were also sad when ITZY had to go home without bringing an award from MAMA 2022, even though they also appeared to enliven the event.

It is also feared that ITZY is facing a crisis in their career. In 2022, ITZY made a comeback twice, but both were not as successful as expected. Even though ITZY had previously been predicted as one of the top girl groups from the 4th generation of K-Pop idols.

Following "Wannabe", ITZY's lineup, including "In the Morning", "LOCO", and "Not Shy", cannot be considered as the most famous songs of that generation. According to Kbizoom, ITZY started to show signs of slowing down in mid-2021. The JYP girl group was forced to give up the top spot to another girl group.

2022 can be called the "year of girl group", considering that not only female "rookie monsters" debuted this year, but artists of the 2nd and 3rd generations also made massive comebacks. However, in the midst of the glorious period of female artists, ITZY received a little attention even though they were relatively active.

In July 2022, they released the album "Checkmate" with the title track "Sneakers", which took a long time to reach the top of the charts, before dropping again. In fact, the song immediately lost to other girl groups. In addition, "Sneakers" also has less achievements when compared to ITZY's old songs.

Over time, long-term fans of JYP Entertainment began to realize that the agency was doing a poor job of sustaining the group for the long-term period. In ITZY's case, their MV, concept, choreography, even their music started to receive less attention and investment from JYP.

With the competition among 4th gen idols heating up every day, such lack of attention is detrimental and threatens ITZY's career in the long run. Besides, ITZY has debuted for a long time, to fight against rookie artists, they need to "refresh" in image and better strategy.

In addition, JYP strictly limits the individual promotions and individual growth of each ITZY member. If JYP doesn't change its direction in the future, be it in music, concept, strategy, or promotions, ITZY seems to have a hard time staying in the 4th gen battle, despite having a great career start. (wk/amel)