Yet if the shift in Fiestar’s image cannot be explained within the context of the girl groups going sexy trend, there still exists the question of why Fiestar’s image went and continues to skew towards the sexier side of the spectrum. The answer has little to do with market forces and much more to do with the internal changes at LOEN Entertainment in 2013, specifically their restructuring. As detailed in another post on this blog, “Don’t Fear the Subsidiary Label,” in 2013 a Hong Kong equity firm purchased majority stock in LOEN Entertainment. Consequently, LOEN was restructured into a multi-label system, splitting their main music label into two separate in-house labels —the Jo Yeong-cheol-run LOEN Tree and Shinsadong Tiger-run Collabodadi— with FIESTAR part of the latter.