Why Stray Kids' 'THIS & THAT' Led Off the August Comeback Race
Stray Kids returned on August 7 with the mini-album 'THIS & THAT.' We examine the strategy behind its unusual 1 p.m. release time.
Quick answer
When did Stray Kids make their comeback, and with which album?
Stray Kids made their comeback by releasing the new mini-album 'THIS & THAT' at noon on August 7, 2026. The group moved first among the major acts making comebacks that month, choosing an unusual time slot instead of the customary 6 p.m. release.
Key takeaways
- Stray Kids returned on August 7 with the mini-album 'THIS & THAT,' becoming the first act out of the gate in a month packed with major-group comebacks.
- Analysts say the group aimed to gain an advantage in the early competition for music-chart placement by scheduling the release at noon rather than the 6 p.m. slot used by other acts.
- With major comebacks by Red Velvet, WayV, ENHYPEN, NCT 127 and Taemin all scheduled for August, a key question is how long the first act to release music can sustain its initial momentum.
Stray Kids opened the August comeback race with the release of the mini-album 'THIS & THAT' on August 7, 2026. It arrived at noon, unlike the 6 p.m. release time chosen by most of the other major groups returning that month.
Why August?
August saw comebacks by artists from major agencies packed into a single month: Red Velvet on August 3, Stray Kids on August 7, WayV on August 10, ENHYPEN on August 21, NCT 127 on August 24 and Taemin on August 31. The schedules overlapped so heavily that fans called the race for No. 1 unprecedented.
What the Release Time Means
K-pop releases typically arrive at 6 p.m. The practice is intended to maximize streams and downloads during peak daily listening hours. Stray Kids' decision to release the album at noon is seen as a strategy to secure a time slot without competing releases that day, giving the group an advantage in its initial chart entry.
Analysis
The move appears designed to avoid a head-on clash with acts releasing music later and command attention throughout the first week of the comeback. With major releases continuing all month, however, whether that early buzz can last through the end of August remains to be seen.
What Comes Next
With the rest of August's comeback lineup set to be unveiled in stages, the season's ultimate winner may not become clear until the end of the month.
Frequently asked questions
- What is the title of Stray Kids' new album?
- The mini-album is titled 'THIS & THAT.' It was released on August 7, 2026.
- Was the release time different from those of other acts?
- Yes. While most acts making August comebacks released their music at 6 p.m., Stray Kids released the album at noon.
- Which other acts are making comebacks in August?
- Red Velvet on August 3, WayV on August 10, ENHYPEN on August 21, NCT 127 on August 24 and Taemin on August 31.
Sources
- 2026년 8월 K팝 컴백 라인업: 날짜별 발매시간과 앨범 정리 — 투데이_핫이슈
- 8월 K-팝 컴백 줄이어… 스트레이 키즈·NCT 127 등 — 한인고수