[Interview] Boynextdoor: "Our Youth Is Now... We Dream of 'Bonecto Kids'"

A Fifth-Generation K-pop Million-Seller Group
The New Genre-Defying Song "I Feel Good"

Boynextdoor (Seongho, Liu, Myeong Jaehyun, Taesan, Lee Han, Unhak) is participating in an interview at a cafe in Hapjeong-dong, Mapo-gu, Seoul on the 12th. KOZ Entertainment

"Every time I make eye contact with the members on stage, I feel it. This is what youth is."

Boynextdoor is currently one of the most talked-about groups in K-pop. On the 12th, just a day before the release of their fourth mini-album 'No Genre,' the six members (Seongho, Liu, Myeong Jaehyun, Taesan, Lee Han, Unhak) met at a cafe in Hapjeong-dong, Mapo-gu, Seoul, and laughed as they said, "'We prepared everything because we didn't know what you would like' is a phrase that perfectly fits this album."

This new release, which equally reflects each member's tastes and experiences, emphasizes free emotional expression unconstrained by any genre or thematic boundaries. The title track, 'I Feel Good,' is an energetic song based on rock sounds. It was produced with the intention of creating a stage where the audience can jump and enjoy together. Myeong Jaehyun, Taesan, and Unhak participated in writing and composing the song. The completion level was raised through active idea exchanges and feedback among the members.

Taesan said, "We prepared various versions to include the signature sound 'Tea Time' in the title track," and added, "We completed it together, receiving feedback from producer Zico."

Zico is the founder of KOZ Entertainment and the main producer for Boynextdoor. He not only creates songs but also plays the role of a 'companion,' respecting the members' opinions and leading their growth as artists together.

Myeong Jaehyun said, "I think Boynextdoor's unique color has now been firmly established," and added, "I can truly feel that the six members are growing together."

Their 'career high' can also be seen in numbers. From their debut album 'WHY..' to 'HOW?', '19.99', and 'I LOVE YOU for Today Only,' each release has surpassed the achievements of the previous one. In particular, '19.99,' released last year, surpassed 1 million cumulative sales, becoming their first million-seller, and ranked 40th on the US Billboard 200, the highest position for a 5th-generation K-pop group.

Furthermore, the digital single 'I LOVE YOU for Today Only,' released in January this year, reached 9th place on the Melon weekly chart and 1st place on Apple Music's 'Top 100 Today' monthly chart, demonstrating their presence through digital performance as well.

This growth trajectory is also directly linked to KOZ Entertainment's improved performance. KOZ, which recorded a large deficit in 2023, succeeded in turning a profit just a year and a half after Boynextdoor's debut. As of 2024, sales nearly doubled from the previous year to 37.3 billion KRW, and for the first time since its founding, the company posted a net profit of 860 million KRW. This is considered a representative success case resulting from the synergy between HYBE's multi-label system and KOZ's artist development strategy.

As a label under HYBE, KOZ has actively carried out global marketing through collaborations with partners such as PARCO in Japan, M.A.C, and 29CM in Korea. They have expanded Boynextdoor's brand value in various ways, including launching their own character 'Bbeunekdo,' selling out limited MD products, and signing advertising model contracts.

Boy Next Door (Seongho, Liu, Myeong Jaehyun, Taesan, Lee Han, Unhak) is participating in an interview at a cafe in Hapjeong-dong, Mapo-gu, Seoul on the 12th. KOZ Entertainment

Since December last year, Boynextdoor has been successfully holding solo concerts as part of their tour, which began in Incheon and continued in major Asian cities such as Tokyo, Taipei, Hong Kong, and Jakarta. Last year, they also performed at Japan's major music festival 'Summer Sonic,' and encore performances are scheduled at Tokyo Musashino Arena in June and the final stage at Seoul KSPO Dome in July.

The members have grown even more through the tour. Lee Han said, "As we prepared the stage together and connected with the audience, I felt how much we were becoming one. The fleeting moments of making eye contact with the members on stage are unforgettable."

Myeong Jaehyun said, "'I Feel Good' was composed as a performance with a clear narrative structure, based on such stage experiences. I hope listeners will feel as if they've attended a concert."

When asked about teamwork, the members agreed that "we are people who learn from each other." Myeong Jaehyun said, "We spend more time together than with our families and have become lifelong friends," while Seongho added, "We've become people who know what each other needs without having to say it. Since we started our careers at the same time, we are a great source of support for each other."

Now at their career high, each member feels a sense of accomplishment in their own way. Lee Han said, "The moment I made eye contact with the audience at a concert, I felt my emotions were delivered as they were. I was overwhelmed because the dream of making others happy as much as I am excited has come true." Taesan said, "I received 200 to 300 autograph requests through my parents, and seeing how pleased they were made me feel even more grateful."

Seongho said, "If we can one day perform on a dream stage like 'Coachella,' I think I will feel a true sense of accomplishment. Just as we grew up with 'Infinite Challenge,' my biggest goal is for there to one day be 'Bonecto Kids.'" Myeong Jaehyun said, "There are fans who regard us as icons of youth. I want to live upright and for a long time so as not to be ashamed of that name."

Liu said, "When I went to a shopping mall with my parents, our song was playing. If I could experience such a moment anywhere overseas someday, I think I would feel even prouder." Unhak said, "Someday, I want to be called a 'national idol.' Like the seniors we grew up watching, I want to be remembered as a group that many people are proud of."