Aespa’s “Rich Man” is Poor in Execution (Review)
If I were a rich man, I would probably listen to Cher instead of Aespa's new single "Rich Man." The sentiment comes with the downturn of my lip. The group has been on my radar since their 2020 debut. Although their debut song wasn't for me, they've squeezed thousands of streams out of me with songs such as "Drama," "Armageddon," and "Whiplash." All of which have proven to be bops with staying power on countless listeners' playlists.
I, like many K-pop fans, was excited for Aespa's new release after their epic "Whiplash" Era. I certainly wasn't disappointed with their first release of 2025, a smooth hip-hop track titled "Dirty Work." The release was divisive among fans, with some liking it better than others. The charts are everything, but the song peaked at number 5 on the Billboard Global 200 and number 2 on the Circle Chart. Evidently, there was love for a track that made fans feel effortlessly cool. With expectations set so high, "Rich Man" had to trek through mud to earn my good graces.
Review
The introduction features Aespa member, Giselle, who voices, “My mom said to me: find someone who can give you everything; and I said, Mom, I already have everything. I am a rich man.” The intro is a homage to Cher, who famously said the quote in a 1996 interview with Jane Pauley. In this interview, the iconic singer recalled a conversation in which her mother recommended she marry a rich man. Cher then responded to her mother, "Mom, I am a rich man," to stress her independence and willingness to shape her own destiny.
The quote is often used in a feminist context to celebrate financial independence, high self-esteem, and empowerment. The quote has been referenced in media for years, notably in the music video for Taylor Swift’s 2019 hit, “You Need to Calm Down.” While Swift doesn’t state or reference the quote in her song, Aespa does. The original quote carries unshakeable confidence, but Giselle speaks with a Disney princess-esque lightheartedness that doesn’t fit the tone of the song. The equalizer (EQ) effect applied to her voice makes her performance feel like a gimmick.
I don’t mind the vocal chops that lead into the first verse; they provide a smooth transition into the chorus where Ningning sings, “I am a rich man.” Ningning brings a sense of charisma to the chorus with accompanying adlibs from Winter, who sings, “I’ma carry myself.” The declaration is perhaps a call to action for women to have faith in themselves. I used the word “perhaps” because the lyricism leaves much to be desired in the way of thematic expression.
The phrase “I am a rich man” is repeated throughout the song as a mantra for the listener. Repetitious phrases can be a powerful tool to highlight themes within music. For instance, “Obsessed” by Mariah Carey uses repetition to underscore the theme of reality vs illusion. It points to the absurdity of the stalker’s claims by accentuating the mocking tone of the delivery. Repetition in “I’m Every Woman” by Chaka Khan emphasizes the strength and versatility of women. “Just A Girl,” by No Doubt, expresses frustration and fear related to the female experience with repetition.
The repetition in “Rich Man” feels more like the songwriters’ attempt at hypnotizing the listener into forgetting about the bland production. Through the haze of grimy industrial visuals, the song cannot claim the unpolished punk feminist vibes it’s trying to project. Upon dissection, the lyrics are predictable and lean on the “Believe in yourself” and “Don’t care what other people think” messaging. It’s all performed through SM Entertainment’s sanitized version of punk-rock feminism.
Punk is a chaotic music form with roots in countercultural movements and economic inequality. It has a DIY mentality and often comments on taboo topics such as gender, politics, sex, economics, identity, and race. Punk is raw and ripe with frustration, but it also uses humor to broach tough topics. “Rich Man” possesses none of these qualities, instead relying on pop-rock genre cliches like the artificial electric guitar, snares, and an egregious “La la la,” post-chorus. That’s not to mention the wasted buildup in the chorus, which coalesces a momentous mantra.
The song fails to make an impact by neglecting to cultivate a unique sound to match the grimy visuals. The track isn’t experimental enough to honor alternative pop, but it also lacks the grit of the punk genre. The dissonance creates a strange dichotomy in which Aespa are both pop and punk without committing to the unabashedly freeform experimentation of either genre. Everything from the song structure to the synth and vocal effects on the second verse screams standard K-pop. Redeeming qualities are pretty much exclusive to the Aespa members' skills and natural charisma.
The issue lies in the disconnect between their rebrand and its execution. I would argue that SM Entertainment is misrepresenting Aespa’s mythos by selling the group as unpolished and unapologetic. This ideology is the antithesis of everything the K-pop machine stands for. Not to pick on Karina, but management made her apologize for a political scandal in July. This group is literally apologetic. The devil-may-care attitude does not work for a group with a curated image that leaves little room for spontaneity.
Just to be clear, I don’t hate “Rich Man.” The song is okay, but it’s nothing to write home about. My biggest problem with the song is that it lacks novelty. It’s generic in every sense of the word, robbing fans of an enriched listening experience. It’s a song that uses a quote about female empowerment for album sales. The lyrics are void of personality. They neglect to explore the central theme past a surface-level mantra. The song foregoes meaningful commentary on womanhood to prioritize #LikeAGirl ideals that put money on a pedestal.