In a spirited return to the limelight, Mnet’s iconic hip-hop survival show Show Me The Money kicked off its twelfth season on January 15, 2026, drawing attention from fans and industry insiders alike. The much-anticipated press conference, held in Gangnam-gu, Seoul, gathered an impressive lineup of producers—including Park Jae-beom (more widely known as Jay Park), ZICO, Crush, GRAY, Loopy, Jay Park himself, Hong Ki, Lil Moshpit, and others—signaling a bold new chapter for the influential series. The event was abuzz with excitement and candid reflections on the state of Korean hip-hop, as well as the evolving mission of the program.
Since its debut in 2012, Show Me The Money has become a cultural touchstone in South Korea, credited with launching the careers of numerous star rappers and producing a string of hit songs that have shaped the nation’s music scene. According to reporting by Sports Donga, the show’s enduring appeal lies in its unique format—a survival competition that places raw rap talent at the center, rather than relying on the elaborate spectacle common in other music programs. Over the years, it has carved out a reputation for discovering and nurturing new voices in hip-hop, offering aspiring artists a platform to showcase their craft and connect with a wider audience.
The twelfth season arrives with several notable changes. As reported by Star Today, this year’s installment boasts the highest number of applicants in the show’s history, an expanded episode count, and a broader reach through OTT (over-the-top) platforms. This expansion hints at the growing ambition of the series and its producers to adapt to shifting media consumption habits. The first episode premiered at 9:20 PM on January 15, with subsequent main competition episodes scheduled to air weekly on Tuesdays at midnight, ensuring fans have regular doses of high-stakes hip-hop drama.
One of the most compelling voices at the press conference was Park Jae-beom, who addressed the crowd with characteristic candor. When asked about the state of Korean hip-hop, Park didn’t shy away from acknowledging recent challenges. "Yes, I think people are searching for and listening to hip-hop less than before," he admitted, as reported by Star Today. He pointed to the rising sophistication of K-pop and the blurring of genre boundaries as factors that have contributed to hip-hop’s shifting place in the musical landscape. "K-pop music has become more polished, and the boundaries have become less defined. Rap itself has a low entry barrier, so people who don’t know much about it might see it as something like a child’s play," he explained.
This perception, Park argued, has led to certain misconceptions about hip-hop—particularly the idea that it’s all about posturing or "flexing." In his view, such stereotypes have dampened the genre’s mainstream appeal. But Park’s vision for Show Me The Money 12 is to cut through these misunderstandings and present the true spirit of hip-hop. "So, we’re not aiming for mass appeal. We’re just going on Show Me The Money to show our spirit and thoughts as they are. If people see that, I think they’ll feel, ‘This is hip-hop. This is real,’" he declared with confidence, according to Sports Donga.
Park’s remarks resonated with the broader mission of the show, which has always been about authenticity and artistic sincerity. Rather than chasing fleeting trends or diluting their message for broader popularity, the producers and contestants of Show Me The Money are doubling down on the core values that have defined hip-hop from its inception: self-expression, resilience, and a willingness to confront uncomfortable truths. The show’s format—an intense, no-holds-barred competition where rappers must survive solely on the strength of their verses—serves as the ultimate test of these values.
This season also introduces a new spin-off, "The World of Yaksha," which promises to push contestants even further. As described by Sports Donga, this segment places rappers in an environment with no set rules, forcing them to rely entirely on their lyrical skills to survive. Unlike a mere offshoot, "The World of Yaksha" is being billed as an original content experience, set to premiere exclusively on the streaming platform TVing every Saturday at noon, two days after the main broadcast. This move reflects the show’s commitment to innovation and its desire to keep the format fresh for both long-time fans and newcomers.
At the heart of all these changes is a persistent belief in the transformative power of hip-hop. Show Me The Money’s producers have repeatedly emphasized their dedication to finding and nurturing new talent, regardless of background or prior experience. "The team worked hard to find and nurture hip-hop talents," Park Jae-beom said, underscoring the show’s role as a launchpad for aspiring artists. This ethos has become especially important as the Korean hip-hop scene faces new pressures from both within and outside the industry.
The return of Show Me The Money after a three-year hiatus has been met with both anticipation and cautious optimism. The show’s legacy looms large, and expectations are high for this new season to recapture the excitement and creative energy that made earlier installments so influential. As Star Today noted, the expanded scale of the competition and the move to OTT platforms are designed to meet the evolving demands of a changing audience, while still staying true to the show’s roots.
Yet, amid all the buzz and spectacle, the core question remains: Can Show Me The Money 12 reignite the passion for hip-hop in South Korea, and perhaps even redefine what the genre means to a new generation of listeners? Park Jae-beom is hopeful. "If people see us as we are, they’ll realize, ‘This is real hip-hop,’" he said, his words echoing the aspirations of countless artists who have walked the show’s storied stage.
As the competition unfolds and new talents emerge, one thing is clear: Show Me The Money remains a vital force in Korean music, a place where authenticity is celebrated and the next chapter of hip-hop is being written—one verse at a time.
