Korea
BTS officially kicked off its offline event 2025 BTS FESTA on Friday (June 13) at Halls 9 and 10 of KINTEX Exhibition Center 2 in Goyang, Gyeonggi Province, in celebration of the group’s 12th debut anniversary. Running for two days from June 13 to 14, this year’s FESTA features a variety of hands-on experiences designed especially for their fandom, ARMY.The theme for this year’s FESTA is Twelve O’Clock, symbolizing the beginning of a new chapter and hinting at the group’s imminent full-group return. BTS members Jin and j-hope introduced the concept in the YouTube segment BTS News released in early June, marking their first official appearance in a while.
The event is open from 10 a.m. to 7 p.m KST, with last entry allowed until 6 p.m. Admission is available for fans age 9 and above; children under 9 are not permitted to enter, regardless of parental accompaniment.
From early in the morning, countless fans holding ARMY Bomb light sticks gathered at the venue, filling the KINTEX exhibition halls. Long lines quickly formed in front of the most popular interactive zones.
The venue includes more than 20 interactive zones. Below, we have a closer look at a few of the zones.
1. ARMY BOMB PHOTO SPOT & WHALE PHOTO SPOT
Two large-scale installations greet fans as they enter: the ARMY BOMB PHOTO SPOT and the WHALE PHOTO SPOT, both inspired by BTS’ signature motifs.
2. LIGHT SHOW
Beginning at noon, a five-minute light show takes place every hour on the hour, utilizing the synchronized ARMY Bomb light sticks to create a breathtaking visual spectacle. Widely praised by fans and media alike, the light show transformed the venue into an emotionally charged atmosphere and was hailed as one of the major highlights of the event.
3. VOICE ZONE
The Voice Zone offers an emotional connection as fans listen to voice messages recorded by BTS members specifically for the 2025 FESTA. These messages carry deeper meaning as the members participated directly in scripting them.
4. BTS LOCKER
BTS Locker presents personalized displays curated by each member, offering a look into their tastes, personalities, and memories.
5. TROPHY ZONE
The Trophy Zone commemorates BTS’s historic milestones. The display includes 50 trophies, from their first rookie award at the 5th Melon Music Awards in 2013 to their first music show win on KBS2’s Music Bank in 2015, and their first international honor at the Billboard Music Awards in 2017. Awards received by ARMY, such as the iHeartRadio Music Awards’ “Best Fan Army,” are also on display, reflecting the shared journey of the group and its fans.
6. COLORING WALL
The Coloring Wall, where fans filled in a large white artwork outline, was a participatory art zone at the 2025 BTS FESTA. Fans added their own colors and personal touches to the mural, contributing to its creation while covering the wall with heartfelt messages of support for BTS.
With an array of immersive experiences and engaging attractions tailored for fans, the 2025 BTS FESTA proved to be more than just a celebration — it was a heartfelt tribute to BTS’s legacy and their long-awaited return as a full group.
BIGHIT MUSIC stated, “We are sincerely grateful to ARMY for the unwavering love and support for BTS,” adding, “To better accommodate visitors, we have significantly expanded the event in terms of venue, content, and operations compared to previous years. We are doing our utmost to ensure that all attendees can enjoy a safe and meaningful experience.”
See photos of all the interactive zones below:
All seven members of BTS reunited in person at j-hope’s solo concert, marking the group’s long-awaited return as a complete unit.The emotional highlight of the evening came when Jin and Jung Kook surprised fans by joining j-hope onstage, creating unforgettable moments for those in attendance.
Held Friday (June 13) at the Goyang Sports Complex Main Stadium in Gyeonggi Province, South Korea, the final show of j-hope’s “HOPE ON THE STAGE” world tour encore coincided with the 12th anniversary of BTS’ debut — making the night even more meaningful for both the group and its global fandom, ARMY.
Jung Kook made a surprise appearance during j-hope’s solo track “i wonder…,” instantly sending the crowd into a frenzy. His unexpected entrance electrified the atmosphere, and fans responded with roaring cheers. “I really missed you,” he told the audience with a bright smile, before launching into a powerful performance of his solo hit “Seven,” drawing an explosive response.
Later in the show, Jin took the stage during the encore segment. After performing BTS’ beloved hit “Spring Day” alongside j-hope, Jin continued with a moving performance of his second solo EP’s title track, “Don’t Say You Love Me.” The emotional momentum continued as Jung Kook returned to the stage, joining Jin and j-hope for a special unit performance of “Jamais Vu,” closing the evening on a high note.
While Jin and Jung Kook took the stage, RM, Jimin, V and SUGA were spotted in the audience, watching the show and cheering their bandmate on. “I was singing while looking at my members,” j-hope told the crowd, expressing his deep affection for the group.
Jung Kook later added, “I was so nervous backstage. I’m here today because of my members. It felt overwhelming to stand in front of our fans again.”
This show also marked the first live performance of j-hope’s new post-military track “Killin’ It Girl” featuring GloRilla, signaling the start of a new chapter in his solo journey.
The stadium was filled with fans from both Korea and around the world, who came together to witness the long-awaited full group reunion. As all seven members reunited at j-hope’s concert, the moment served as a powerful reminder of BTS’ enduring unity and connection with their fans.
See photos of the night below:
The ongoing dispute between K-pop breakout group NewJeans and its agency ADOR, a HYBE subsidiary, escalated this week as the Seoul Central District Court approved a stricter legal measure restricting the group’s independent activities. In a ruling issued Friday (May 31), the court granted ADOR’s request for indirect compulsory enforcement, ordering each member of the group — Minji, Hanni, Danielle, Haerin and Hyein — to pay 1 […]
Dragon Pony is a four-member Korean rock band bringing fresh energy and musical depth to the scene. Signed under Antenna, they debuted on September 26, 2024, with the EP POP UP, delivering raw emotion and a genre-blending sound. Their name comes from the members’ zodiac signs — leader An Tae-gyu is a Dragon, while the others were born in the Year of the Horse — symbolizing strength, balance and unity. Each member actively contributes to songwriting and production, creating music rooted in honest storytelling and rock’s dynamic edge.With their debut EP’s title track, they announced themselves with an anthem of self-expression and bold ambition. Since then, they’ve played major stages like the Busan International Rock Festival, launched a nationwide club tour, and even sold out a show in Taipei. Their latest EP, Not Out (March 2025), signals further growth and ambition, as the band sets its sights on global stages and future collaborations.
Dragon Pony is not just a band to watch; they’re a force redefining what modern Korean rock can be.
Please introduce Dragon Pony. What kind of team are you, and what kind of music do you pursue?
An Tae Gyu: Hello, we are Dragon Pony. The music we make is all about sharing candid stories and emotions, built on band sounds and loaded with raw, passionate energy. We’re not stuck to any one single format or genre — we just want to make good music that feels right to us.
What’s the meaning behind the name “Dragon Pony”?
Pyun Sung Hyun: In Korea, your zodiac sign is determined by the year you were born. An Tae Gyu was born in 2000, so he’s a Dragon. The rest of us — Kwon Se Hyuk, Ko Gang Hun and I — were born in 2002, the year of the Horse. That’s how we came up with the name “Dragon Pony.” Dragons and horses are both strong, powerful creatures, and we thought that the energy fit perfectly with the rock sound we’re going for.
How did the members meet and form the team?
Kwon Se Hyuk: Pyun Sung Hyun, Ko Gang Hun and I went to the same high school. Ko Gang Hun and I passed Antenna’s audition together, but I had no idea that Pyun Sung Hyun had auditioned too. A few months later, when I heard a new trainee was joining us, I was shocked to find out it was him. Eventually, An Tae Gyu came onboard. As our leader, he’s done an amazing job bringing us together, and that’s how the four of us formed Dragon Pony.
What message did you want to convey through your debut album or title track?
Ko Gang Hun: The title of our debut album and lead single POP UP reflects our sudden entrance into the music scene as well as our drive to make ourselves known. Since it’s our first release, it sends a clear message: “Let’s show the world the kind of music we do best.” If you listen to the entire album, you’ll get a good sense of the sound Dragon Pony is bringing to the table.
How did it feel to be onstage for the first time?
An Tae Gyu: We played our first show at Club FF in Hongdae, Seoul. I was super nervous since the crowd was way bigger than we expected. There was this mix of anxiety and excitement as we waited to see how the audience would react to our music
What do you think is Dragon Pony’s unique musical color?
Pyun Sung Hyun: Dragon Pony is a band where all four of us take part in writing, composing, arranging and producing, which lets us explore a wide range of musical styles — and that’s definitely one of our biggest strengths. We’re all huge fans of ’70s and ’80s hard rock, and that influence runs deep in the sound we create. If you listen to “To. Nosy Boy” and “Waste” from our latest EP Not Out, you’ll quickly understand what makes our music unique.
What is the most important element for you when working on music?
An Tae Gyu: For me, the melody and lyrics are the most important. As a vocalist, I’m the one delivering the song directly to the audience, so I naturally focus on those two elements.
Pyun Sung Hyun: I think music should leave a lasting impression — and for me, it’s usually the melody that stays with me. That’s why I try to write melodies that really linger in your ears.
Kwon Se Hyuk: The melody and lyrics are the backbone of any song. You can change the chords and shift the vibe, but changing the melody or lyrics transforms the whole song. So when I start working on a track, I always begin with those two elements before building everything else around them.
Ko Gang Hun: I prioritize sound above everything. When I listen to music, the first thing that hits me is the texture of the sound. So when I’m writing, I focus on crafting fresh, distinctive sounds that grab your attention right away.
What aspects of stage performance do you pay special attention to?
Ko Gang Hun: Since performances happen live, right in front of the audience, I think their reactions and energy matter the most. That’s why we put a lot of thought into the overall flow, the performance itself, and how we deliver the message — so the audience can really enjoy the show and connect with us.
Are there any genres or concepts you’d like to try in the future?
An Tae Gyu: As a newly debuted band, each of us has different genres and concepts we’d love to explore. But for now, we’re focused on sharing music that really shows our unique color to the public. We’re also interested in incorporating classical instruments into our band sound and creating something fresh, fun, and different to listen to.
Do you have an official fandom name? If so, what does it mean?
Pyun Sung Hyun: We recently decided on the name of Dragon Pony’s fan club — it’s called Poyong. The name combines the “Po” from Pony and “Yong,” which is the Korean word for Dragon, symbolizing the bond between us and our fans, where we support and embrace each other. In English, it’s written as “For Young,” which also reflects the idea of sharing the passionate moments of youth that the four of us in Dragon Pony hope to bring to our fans.
How did you feel when you met your fans for the first time?
Kwon Se Hyuk: When I first met our fans, it just felt surreal. We had a club show before our debut, and the fact that people came to enjoy our music even though we hadn’t yet officially debuted was so surprising and we were all really grateful. It’s a moment I’ll never forget.
Is there a comment from a fan that stuck with you?
Ko Gang Hun: Before our debut, a fan said, “See you next time,” and I thought it was just a polite goodbye. I didn’t expect them to actually see us again. But when they did, it was incredibly touching and unforgettable. More recently, someone said, “Seeing Dragon Pony gave me a dream,” and that really stuck with me. It reminded me of why we need to keep pushing forward.
Any memorable episodes from social media or fan sign events?
An Tae Gyu: We’ve only just started doing a few fan signing events, so everything still feels new and a little awkward. At a recent one, we did a live acoustic performance with our songs and some covers — something we don’t usually get to do. The fans really enjoyed it, and since it was our first time performing live at a fan signing, it was a fun and memorable experience for all of us.
What are some goals Dragon Pony hopes to achieve in the future?
Pyun Sung Hyun: The bigger the goal, the better—and we’ve got a few big ones. First, we want to make it onto the Billboard Hot 100 Chart. We also hope to perform for fans in more countries, so going on a world tour is definitely on our list. One day, we’d love to headline major festivals like Glastonbury and Coachella. Now that I say it all out loud, we’ve got a lot of dreams — which just means we’ll have to work much harder to make them happen.
Is there a dream stage you’d like to perform on?
Kwon Se Hyuk: Like Pyun Sung Hyun said, we’d love to perform at Glastonbury, Coachella and even the Super Bowl halftime show one day. In the end, our dream is to headline every festival that invites us!
If you could collaborate with any artist, who would it be?
Ko Gang Hun: Recently, Coldplay came to Korea for some concerts, and watching them perform was just incredible. I really admire how they’ve stayed together and kept making music for so long. If we ever had the chance to collaborate with Coldplay, it would be a dream come true.
Where do you see Dragon Pony in five years?
An Tae Gyu: Since we’ve only just debuted, we feel still young and inexperienced, and we have a lot to learn. But five years from now, I think we’ll be more mature and confident in ourselves. If we keep working hard, we’ll be performing at bigger venues and maybe even going on a world tour. We’re curious and excited to see how far Dragon Pony will have come by then. Please keep supporting our music until then!
If you had to describe Dragon Pony in three words, what would they be?
Pyun Sung Hyun: I’d like to express Dragon Pony through the three elements of music — rhythm, melody, and harmony. They’re the most basic yet essential components, and just as these three come together to create music, the four of us come together as one to make the kind of music we love and do best. That’s why I think these elements best represent Dragon Pony.
Are there any inside jokes or phrases trending among the members these days?
Kwon Se Hyuk: Among the members, we often say, “That’s kinda true.” It’s a meme that’s been trending among Korea’s MZ generation.
An Tae Gyu
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m An Tae Gyu, the vocalist and leader.
What do you consider your personal strengths? I think my strength is the bright, positive energy I bring. Whenever we perform, I genuinely enjoy being on stage and I think that energy naturally gets passed on to the audience. That’s something I’m proud of.
What was the most difficult moment before debut, and how did you overcome it? I developed vocal cord nodules during my trainee days. Back then, I hadn’t debuted yet, and I didn’t really know how to use my voice properly or take care of it—I just pushed myself too hard during practice. I struggled with it for a long time, so I kept going to the hospital and worked on useful techniques to sing without straining my voice. That experience taught me how crucial it is for vocalists to manage their condition, especially vocal health. Even now, I make it a top priority.
If you were to give each other nicknames, what would they be? How about we give each other a “boy” nickname? I’ll go with Shy Boy for Pyun Sung Hyun. The way he talks and his expressions totally fit the name.
Do you have any personal stage routines or superstitions? I always do some stretching before performances. It helps loosen up my body and relax my throat, which makes singing on stage feel a lot more comfortable.
Kwon Se Hyuk
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m Kwon Se Hyuk, the guitarist.
What do you consider your personal strengths? Perseverance and tenacity are my strengths. I think having that kind of character really helps in making good music.
What was the most difficult moment before debut, and how did you overcome it? I actually failed the Antenna audition the first time. It was a company I really wanted to join, and I’d put in a lot of practice, so the rejection hit me pretty hard. But like I said earlier, I’m persistent. I sent them another email to reintroduce myself, and thankfully, they appreciated that and gave me another shot—and that’s how I was able to become a trainee.
If you were to give each other nicknames, what would they be? Ko Gang Hun looks really tough when he’s playing the drums, so I’d call him Tough Boy.
Do you have any personal stage routines or superstitions? I like playing games in my free time, and squeezing in a quick game before going on stage helps me relax. It’s a fun way to ease the tension.
Ko Gang Hun
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m Ko Gang Hun, the drummer.
What do you consider your personal strengths? I have a steady personality. I don’t really have big emotional swings, and I’m not easily influenced by external circumstances. That helps me stay focused and keeps me working toward my goals without easily getting shaken.
What was the most difficult moment before debut, and how did you overcome it? During my trainee period, we had monthly evaluations, and the pressure to perform well was one of the hardest parts for me. There was a time when I kept receiving only negative feedback, and it was really tough. But I didn’t give up—I pushed myself to practice even harder and also kept writing songs. Eventually, I started getting positive feedback, and once that happened, it felt like I was naturally able to pull myself out of the slump.
If you were to give each other nicknames, what would they be? An Tae Gyu’s always uplifting and positive, so Joyful Boy feels just right for him.
Do you have any personal stage routines or superstitions? I have this habit of checking out the audience before we go on stage. Since their energy plays such a big role in a performance, I naturally find myself scanning the crowd to feel the vibe before we start.
Pyun Sung Hyun
Image Credit: Yujin Kim
What role or position do you each play in the group? I’m Pyun Sung Hyun, the bassist.
What do you consider your personal strengths? Honesty is my strength. I’d rather be genuine than put on a facade, and that mindset naturally carries over into our music. I try to keep our lyrics as candid and unfiltered as possible.
What was the most difficult moment before debut, and how did you overcome it? Joining the company and living with others as a trainee was a completely new experience for me. It was tough to adjust at first. But I was able to get through it by being honest about my struggles and working together with the company to find ways to improve.
If you were to give each other nicknames, what would they be? I think Kwon Se Hyuk’s pretty cute, so I’d call him Cute Boy.
Do you have any personal stage routines or superstitions? Before going on stage, I make sure to check how everyone’s doing. Since we’re a band, staying in sync is really important, so I try to keep an eye on the team and help us all stay focused.
Dragon Pony
Image Credit: Yujin Kim
Lastly, please share a message for Billboard readers and your global fans!
Dragon Pony: Being selected as Billboard’s Rookie of the Month is truly an honor and an incredible experience. We’re deeply grateful and will continue to work hard to live up to the support we’ve received. We’ll keep growing and aim to reach the Billboard charts in the near future. Please continue to show your love and support for Dragon Pony. Thank you, Billboard!
Billboard’s data partner Luminate has signed a new partnership with South Korean firm KreatorsNetwork, granting the company exclusive rights to distribute Luminate’s global music streaming data, consumer insights, and metadata products via its CONNECT platform in South Korea.
The agreement, announced on Tuesday (April 16), positions KreatorsNetwork as Luminate’s sole authorized reseller in the Korean market, providing localized access to global streaming analytics and music intelligence tools for labels, distributors, and music marketers.
“At Luminate, we are dedicated to working with partners across the entertainment industry at a global level, helping them to make data-informed decisions in an ever-evolving media landscape,” said Luminate CEO Rob Jonas in a statement. “We’re glad to enter this new partnership with KreatorsNetwork, which allows us to amplify our service within such an influential and forward-thinking international market.”
Trending on Billboard
Steve Shin, CEO of KreatorsNetwork, added: “After serving K-pop labels for the past five years via data-driven promotional strategies, we are confident that Luminate’s expertise will help us pave the way for the Korean music industry’s move to the next phase of global expansion.”
The deal comes at a moment of continued global growth in music streaming, particularly across Asia. According to Luminate’s 2024 Year-End Music Report, global on-demand audio streams reached 4.8 trillion last year — up 14% from 2023. While the U.S. saw a 6.4% increase, ex-U.S. markets grew by 17.3%, with Asia leading the way in premium (paid) streaming growth. South Korea, in particular, was among the top ten countries globally for premium streaming expansion, up 14.7% year-over-year.
For Luminate, the partnership strengthens its presence in one of the world’s most influential music markets, while offering Korean music companies more robust access to tools for analyzing streaming performance, audience behavior, and cross-border trends.
Luminate’s CONNECT platform — launched in 2024 — provides a centralized dashboard for global music data, consumer insights, and metadata delivery, and is designed to support music clients with real-time intelligence for campaign planning and market expansion.
As artificial intelligence continues to blur the lines of creativity in music, South Korea’s largest music copyright organization, KOMCA (Korea Music Copyright Association), is drawing a hard line: No AI-created compositions will be accepted for registration. The controversial decision took effect on March 24, sending ripples through Korea’s music scene and sparking broader conversations about AI’s role in global songwriting.
In an official statement on its website, KOMCA explained that due to the lack of legal frameworks and clear management guidelines for AI-generated content, it will suspend the registration of any works involving AI in the creative process. This includes any track where AI was used — even in part — to compose, write lyrics or contribute melodically.
Now, every new registration must be accompanied by an explicit self-declaration confirming that no AI was involved at any stage of the song’s creation. This declaration is made by checking a box on the required registration form — a step that carries significant legal and financial consequences if false information is declared. False declarations could lead to delayed royalty payments, complete removal of songs from the registry, and even civil or criminal liability.
Trending on Billboard
“KOMCA only recognizes songs that are wholly the result of human creativity,” the association said, noting that even a 1% contribution from AI makes a song ineligible for registration. “Until there is clear legislation or regulatory guidance, this is a precautionary administrative policy.”
The non-profit organization represents over 30,000 members, including songwriters, lyricists, and publishers, and oversees copyright for more than 3.7 million works from artists like PSY, BTS, EXO and Super Junior.
Importantly, the policy applies to the composition and lyric-writing stages of song creation, not necessarily the production or recording phase. That means high-profile K-pop companies like HYBE, which have used AI to generate multilingual vocal lines for existing songs, are not directly affected — at least not yet.
While South Korea’s government policy allows for partial copyright protection when human creativity is involved, KOMCA’s stance is notably stricter, requiring a total absence of AI involvement for a song to be protected.
This move comes amid growing international debate over the copyrightability of AI-generated art. In the U.S., a federal appeals court recently upheld a lower court’s decision to reject copyright registration for a work created entirely by an AI system called Creativity Machine. The U.S. Copyright Office maintains that only works with “human authorship” are eligible for protection, though it allows for copyright in cases where AI is used as a tool under human direction.
“Allowing copyright for machine-determined creative elements could undermine the constitutional purpose of copyright law,” U.S. Register of Copyrights Shira Perlmutter said.
With AI tools becoming increasingly sophisticated — and accessible — KOMCA’s policy underscores a growing tension within the global music industry: Where do we draw the line between assistance and authorship?
This article originally appeared on Billboard Korea.
HYBE is continuing to work to protect its artists. Korea’s Northern Gyeonggi Provincial Police Agency (NGPPA) worked with the global entertainment company to arrest eight individuals who are suspected of creating and distributing deepfake videos of HYBE Music Group artists, Billboard can confirm. Deepfakes are false images, videos or audio that have been edited or generated using […]
On March 12, a video surfaced online that caused quite a stir. It was a new Coca-Cola ad featuring K-pop group NewJeans, also known as NJZ, which is currently at the center of much controversy. The ad quickly garnered reactions from around the world.One comment on the ad effectively captures the essence of the project: “Is this from the ’80s or 2025? Is it real or is it a dream? Is it nostalgia or a memory of something I never experienced? It’s a work that confuses all of this. It feels like it’s depicting the past, but actually, it seems like an idealized version of the present moment. Ordinary yet beautiful people, scenes that feel both real and dreamlike, all captured with ethereal music and visuals. I can’t stop replaying it, as I don’t want to let go of the dreamlike feeling it gives me.”
The campaign, with creative direction by Billboard Korea, presented a unique blend of subtle retro vibes and fresh, modern sensibility that immediately caught fans’ attention. More than just a brand advertisement, it has been recognized as a work that conveys cultural and emotional interpretation. In the conversation below, Billboard Korea explains how they created a unique sensibility connecting the 1980s with Seoul in 2025.
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How was the theme “I Feel Coke” conceptualized for the ad?
“I Feel Coke” was both the theme of a Coca-Cola Japan ad series that aired between 1987 and 1990 and the title of a song by Daisuke Inoue, which was featured in those commercials. The original ad was widely praised for capturing the spirit of Japan’s economic boom in the 1980s. In the 2025 Seoul version, we reinterpreted it as a tribute, blending nostalgia with a contemporary twist.
The new ad was inspired by the concept of Anemoia, a term that describes a sense of longing for a time or culture one has never actually experienced. We wanted to evoke the emotions tied to Coca-Cola from past eras while reimagining them in a fresh, modern way. Every detail was carefully crafted to preserve that feeling of nostalgia while making it relevant to today’s audience.
Can you explain “Anemoia” in more detail?
The term Anemoia was first introduced in 2012 by American writer John Koenig in “The Dictionary of Obscure Sorrows.” It describes the feeling of nostalgia for a time or culture one has never personally experienced. This emotion resonates strongly with Generation Z, who, amid uncertainty and anxiety, find themselves longing for the perceived prosperity and joy of past eras.
This growing fascination with revisiting and reinterpreting the past played a key role in shaping our creative direction. Our goal was to modernize nostalgia—capturing the essence of past memories while making them feel fresh and relevant today.
It’s clear that NewJeans being the models fits well. They both represent Gen Z and evoke nostalgia.
Exactly. NewJeans effortlessly blend a “longing for the past” with the “sophistication of the present.” As highlighted in Billboard Artist last October, they are not only icons of Gen Z but also a reflection of the nostalgia this generation experiences. Their unique ability to reimagine past eras with a fresh, modern twist made them the perfect match for this project and that synergy shines through in the ad.
What elements from the past were specifically referenced and which parts were reinterpreted in a new way?
One element that deeply moved us in the original ad was the happiness depicted — especially the brief moments of happiness that can be found in everyday life. We also paid close attention to authentic 1980s Japanese elements, such as the yuppie lifestyle, baseball, pay phones, leisure and health aesthetics, and more. In the 2025 Seoul version, we sought to reframe these experiences through the lens of Gen Z, while still capturing the sense of longing that was present in the original ad, reimagined with modern sensibilities.
What aspects of 2025 Seoul did you incorporate into the ad?
We aimed to capture different aspects of everyday life in 2025 Seoul, from the city’s efficient transportation system and vintage markets to social media content creation, instant photography and young adults moving into their first apartments. We also highlighted outdoor delivery meals and romantic moments on college campuses, small yet authentic elements that will resonate with people for years to come. These moments represent the happiness of today’s youth, which was at the heart of our vision for this project.
NewJeans’ rendition of “I Feel Coke” has garnered attention for its refreshing and dreamy vibe. How does it differ from the original song from the past?
ADOR and its A&R team aimed to preserve the essence of both the original song and the era it came from while capturing the signature feeling of the Coca-Cola brand. At the same time, they wanted to reinterpret it through the emotions NewJeans embodies today. The goal was to craft a track that complements NewJeans’ warm, understated, yet sophisticated vocal style.
The intro’s synthesizer melody follows the same pattern as the original, but with a fresh sound design. As the song progresses, the synthesizer and electric guitar in the second verse echo the original’s nostalgic vibe, while the outro introduces a saxophone, bridging the dreamy atmosphere of the past with a modern, refreshing touch.
How was the vocal distribution among the members decided?
ADOR carefully arranged the vocal distribution to highlight each member’s individual strengths. For the final choir section, they focused on enhancing the harmonies, ensuring that each member’s unique tone blended seamlessly while preserving the choral beauty of the original song.
Were there any special episodes during the arrangement and recording process?
During the arrangement process, the members of NewJeans gave input on the intro sound, helping refine it to perfectly complement the visuals of the ad. During recording, they focused on making the song their own while also capturing Coca-Cola’s signature sense of energy and refreshment, making the entire experience truly special.
In addition to the main ad video, there were also sub-content pieces. What were they?
Yes, we created several additional content pieces to enhance the campaign. For example, we designed illustrated posters featuring the 1980s Coca-Cola logo and imagined what Billboard Korea magazine covers might have looked like if it had existed back then.
NewJeans also shared behind-the-scenes collage videos filmed with disposable cameras and camcorders, capturing candid and intimate moments. These extra elements added emotional depth to the ad and gave fans a rare, personal glimpse into the members’ real personalities.
After the online release, there was an overwhelming public response. Can you share some memorable comments?
We got a lot of reactions, like: “It’s strange that I cried even though it’s just a commercial.” “It feels like watching an uplifting youth movie.” “The legendary collaboration between Billboard and Coca-Cola.” “I can’t stop replaying it.” “I’m only drinking Coca-Cola now.” (Fun fact: Coca-Cola sales went up on the release day and the day after.) The project manager at Coca-Cola Korea also shared that the comment “It delivers happiness in chunks” really stood out to them.
The collaboration between Billboard and Coca-Cola was also unique.
Exactly. We often take “happiness” for granted because it’s always around, and we think we understand it. But one of the simplest yet most essential ways to capture that feeling is through music. That’s why we believe music is the perfect medium to express the “feeling of happiness” that Coca-Cola stands for. The partnership between Coca-Cola and Billboard, with their rich histories, created a unique connection between music and advertising.
Do you have any behind-the-scenes stories you can share?
The sunny, warm summer vibe in the ad was actually filmed on a snowy day. [Laughs]
For over a year, the K-pop industry has been embroiled in a heated debate over the girl group NewJeans. In fact, even the name “NewJeans” has become a point of contention following the group’s announcement in February that they would be rebranded as NJZ. However, their management company, ADOR, has disputed the legitimacy of this name change. While the group has requested to be referred to as NJZ, no legal ruling has been made on the matter, leaving the existing contract intact. As a result, from a legal standpoint, NewJeans remains the more accurate designation for the time being.
Amid ongoing legal uncertainties, NewJeans is moving ahead independently. This March, the group is scheduled to perform at ComplexCon Hong Kong, where they are reportedly debuting a new song. This move appears to be an attempt to further establish their rebranded identity as NJZ. After all, performing NewJeans’ hit songs while adopting a new name could be seen as contradictory.
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Music organizations and associations in Korea are closely monitoring the NewJeans situation. In February, five major organizations — the Korea Management Federation, Korea Entertainment Producers’ Association, Record Label Industry of Korea, Recording Industry Association of Korea and the Korea Music Content Association — issued a statement expressing concerns over NewJeans and former ADOR CEO Min Hee-jin’s independent activities. Their primary issue is “tampering,” with suspicions that Min has been attempting to remove NewJeans from ADOR.
The statement from the five organizations reads, “For the past 10 months, we have observed a growing trend, in which certain parties attempt to resolve private disputes through media campaigns and unilateral public statements instead of proper negotiations or legal procedures, including former ADOR CEO Min Hee-jin’s press conferences, NewJeans member Hanni’s appearance at a National Assembly audit, and the group’s independent activities.”
NewJeans fans argue that these five organizations are merely echoing ADOR/HYBE’s stance. However, the key issue at hand is their emphasis on the importance of “adhering to legal processes.”
At a press conference on Nov. 28, 2024, NewJeans members announced that “their contract with ADOR would officially end at midnight on November 29th.” They stated, “We have had enough conversations and sent certification of content, but there were no responses during that time. As ADOR and HYBE have breached the contract, we are terminating it.”
Since then, NewJeans has continued its individual actions and reiterated its stance in interviews with foreign media. In a CNN interview last month, the group emphasized, “We have completely lost trust in ADOR. We believe we will win this battle against HYBE and ADOR.” Through Japan’s TV Asahi, a subsidiary of Asahi Shimbun, they stated, “Right now, there are very few media outlets in Korea that carry our voices. Instead of letting that discourage us, we will enjoy our activities.”
International fans who have closely followed NewJeans’ statements may be more inclined to side with the group. However, with both the lawsuit verifying the validity of their claims and the injunction application still ongoing, their assertions remain one-sided. In this context, foreign media that present NewJeans’ perspective without providing balanced coverage of the ongoing legal dispute risk spreading misinformation.
NewJeans and ADOR remain deeply divided, locked in a tense standoff. On March 7, the Seoul Central District Court held the first hearing on ADOR’s provisional injunction request to “maintain the status of agency and prohibit the signing of advertising contracts.” Both parties presented conflicting arguments and failed to reach a resolution.
As a result, it is challenging to take a definitive stance between ADOR or NewJeans. The most prudent thing to do right now is to wait and see how the court reaches its decision, based on the various claims and substantial evidence presented by both parties.
This is precisely the position shared by the five music industry organizations in Korea. On Feb. 27, they held a press conference titled, “Let’s Keep a Promise: Without Record Producers, There is No K-pop!,” where they declared:
“No one can confirm the cancellation of a contract before the court’s judgment, and we must all accept the legal outcome, whatever it may be. This is the only way to protect our industry amid conflict and dispute.”
For now, the K-pop community watches and waits for the court’s decision — a ruling that could have lasting implications for NewJeans, ADOR and the entire industry.
This article was written by Austin Jin and originally appeared on Billboard Korea.
With their first anniversary just a month away, UNIS looks back on a year of unforgettable moments and exciting changes. In an exclusive interview, the members share what they have learned, how they’ve evolved, and the new challenges they’re ready to embrace.In about a month, you’ll celebrate your one-year anniversary since debut. What has been the most memorable moment of the past year and why?
HYEONJU: My debut is the moment I remember most. It was UNIS’s very first step, and it remains vividly imprinted in my memory.
NANA: I feel the same way.
GEHLEE: I loved the experience of our very first fan signing at a shopping mall in the Philippines. It was my first time witnessing firsthand how deeply my hometown fans adore UNIS. It was truly an honor.
KOTOKO: For me, the day I first met our fans is unforgettable. Meeting those I had longed to see filled me with immense joy.
YUNHA: I believe our debut moment is the most memorable. Revealing UNIS to our eagerly waiting fans was incredibly nerve-racking!
ELISIA: It was during the KBS Music Festival, sharing the stage with our seniors in our first collaborative performance on such a grand scale. UNIS’s “Curious” featured a fresh, fun intro and an energetic dance break that made it especially enjoyable.
YOONA: I clearly remember when we received our first rookie award. It was a prize we had dreamed of, and it felt like a true recognition of all our hard work.
SEOWON: my birthday in 2025 stands out. It was the day I truly realized how much EverAfter supports me and why I started this journey.
Comparing your early days to now, what has been the biggest change?
HYEONJU: It’s the sense of responsibility. Initially, I felt an overwhelming pressure to “do well,” but now I trust my members and simply think, “We’ll be great.”
NANA: I’d say the biggest change is that I’ve grown 1cm taller since debuting!
GEHLEE: I feel much more relaxed and confident. The training after the debut has helped tremendously, and improving my Korean has made adaptation so much easier. I really feel like I’m on the right track now.
KOTOKO: It seems that everything has changed, especially my ability to express myself through a variety of facial expressions.
Over the past year, is there a particular skill or quality you’d like to pass on to your fellow members?
NANA: I want to learn English from ELISIA and GEHLEE!
KOTOKO: HYEONJU’s charisma is incredibly captivating.
ELISIA: I used to move gently and fluidly, but since coming to Korea, I’ve learned to execute sharper, move quickly.
YOONA: I admire ELISIA’s wide range of expressions on music shows and stage performances. I’d love to learn that from her.
SEOWON: I’d love to learn knitting from the talented YUNHA!
As a multinational group representing Korea, Japan, and the Philippines, how do you integrate this strength into your stage, performances, and music?
HYEONJU: Our multinational makeup naturally enhances our expressiveness.
NANA: Knowing the tastes of each country gives us a unique advantage to incorporate diverse elements into our performances.
KOTOKO: Our ability to cover Japanese, Filipino, and various other songs is a major strength.
YUNHA: Being multinational means we can cover songs from our respective countries and showcase new facets of ourselves in different languages.
YOONA: At fan signings, for instance, many international fans attend. We communicate in three languages and even perform cover dances to foreign songs.
With the fandom name “EverAfter” in mind, what special memories do you hope to create with your fans in the future?
GEHLEE: I dream of holding a concert just for EverAfter. Seeing fans holding light sticks and sparkling like stars on stage would be an unforgettable moment, Everafter our fandom name.
KOTOKO: I want to embark on a world tour and meet EverAfter fans around the globe.
SEOWON: I envision opening a café exclusively for EverAfter fans, staffed entirely by UNIS!
Which cities would you like to visit on a world tour?
HYEONJU: I want to visit countries on the other side of the globe. I’ve been to nearby countries, but I’ve yet to meet EverAfter fans from the farthest corners of the world.
NANA: Japan, since it’s my hometown. It would be a dream to visit on tour someday.
KOTOKO: Me too!
GEHLEE: Personally, I’d love to visit New York or Paris. Their fashion scenes fascinate me and meeting fans there would be incredibly exciting.
YUNHA: I’d go anywhere EverAfter is present. I visited Taiwan briefly for a performance and, although it was short, I loved the city’s vibe and would love to return.
ELISIA: I aim to perform at Japan’s Kyocera Dome. I want to become a world-star artist and take the stage there!
YOONA: I’d like to visit Singapore. It’s a country I’ve always wanted to see, with beautiful scenery and a wonderful atmosphere.
SEOWON: For me, it’s Paris and New York. I’ve always wanted to visit these cities at least once.
What is UNIS’s goal for this year?
HYEONJU, KOTOKO, YUNHA, ELISIA, YOONA, SEOWON: Our goal is to top all the music shows!
NANA: For me, it’s all about meeting as many EverAfter fans as possible!
GEHLEE: It would be amazing to hold a UNIS-only concert this year. Even though each of us brings a unique charm, we’re working together to deliver a spectacular performance.
What new aspects or endeavors can fans expect from UNIS in 2025?
HYEONJU: We plan to showcase many sides of UNIS that we haven’t had the chance to reveal before.
NANA: While we’ve always shown a cool image, we’d also love to show a cuter side of ourselves.
GEHLEE: I believe UNIS won’t be confined to a single concept. We’re ready to display everything from cute and lovable to chic and cool. Fans can look forward to a variety of styles next year.
YUNHA: Now that we’re nearing our first anniversary, we hope fans will see a more refined and dynamic performance that reflects our growth from countless stage experiences.
What must UNIS overcome to be recognized as the representative 5th generation girl group?
HYEONJU: I think it comes down to growth. We must continue to develop and show progress.
GEHLEE: To be acknowledged as the leading 5th generation girl group, we need to better showcase our unique identity. With so many amazing groups out there, it’s vital that we continually cultivate and enhance UNIS’s distinctive charm through our performances, music, and teamwork.
YUNHA: For me, it’s about mastering our mindset and always challenging ourselves with confidence is the key.
ELISIA: We must connect people of all generations through our music.
SEOWON: We need to carve out our own unique identity rather than being just another ordinary girl group. That’s how we can present ourselves as a fresh, innovative act to the public.
Are there any hidden talents or personal skills among the members that fans might not know about?
NANA: My fingers are very flexible!
GEHLEE: I’m not sure if it’s a talent, but I frequently notice “angel numbers” like 111, 2222, and 3737, whether on clocks, license plates, or suddenly appearing in my surroundings.
KOTOKO: I’d say it’s HYEONJU. She’s our very own “food expert” who knows all the best eats!
ELISIA: SEOWON can make the most amazing sauces. They’re so delicious, they completely blew me away!
YOONA
Image Credit: FandF Entertainment
I love it when fans call me: Yoondol-e or Yoondang-e (puppy)
My favorite song at the moment?: “To My X” by KYUNGSEO – The lyrics are so warm, and I’ve always admired this Sunbae!
But my favorite song of all time is?: “Good Parts” by LE SSERAFIM – It’s soft, warm, and uplifting—my perfect combo!
How to “heal” yourself when you’re feeling overwhelmed?: Journaling about my day. If that doesn’t work, I read or listen to music!
My favorite quote or best advice someone gave me: Practice as seriously as you perform—that’s how you master the stage.
SEOWON
Image Credit: FandF Entertainment
I love it when fans call me: SEOWON: Lim-hamkki! (Lim-Hamster)
My favorite song at the moment?: “Just For Today I LOVE YOU” by BOYNEXTDOOR – I’m a fan of this style of music!
But my favorite song of all time is?: “Play Pretend” by Alex Sampson – It comforts me. I still listen to it all the time!
How to “heal” yourself when you’re feeling overwhelmed?: I haven’t found my healing method yet. Maybe someday I will!
My favorite quote or best advice someone gave me: You don’t have to try so hard. If you’re struggling, that’s not happiness. Remember why you started. It’s a journey—perfection isn’t required.
KOTOKO
Image Credit: FandF Entertainment
I love it when fans call me: Ko-chan!
My favorite song at the moment?: “Classified” by OH MY GIRL – It magically melts my stress away!
But my favorite song of all time is?: “Candy Pop” by TWICE – I sang this during my audition. Full of memories!
How to “heal” yourself when you’re feeling overwhelmed?: Putting stickers or playing games!
My favorite quote or best advice someone gave me: Try anything at least once.
GEHLEE
Image Credit: FandF Entertainment
I love it when fans call me: Princess!
My favorite song at the moment?: “Strategy” by TWICE – It’s my confidence anthem! I can’t stop humming it!
But my favorite song of all time is?: “Lovefool” by The Cardigans – My mom and I sing this out daily. Our ultimate bonding song!
How to “heal” yourself when you’re feeling overwhelmed?: I write down my feelings, dance to my favorite song, or vent to someone close. Letting it all out helps me reset!
My favorite quote or best advice someone gave me: When hard times come, remember it’s just a step toward everything you’ve prayed for.
ELISIA
Image Credit: FandF Entertainment
I love it when fans call me: Baby/Ellie!
My favorite song at the moment?: “First Love” by Hikaru Utada – A Japanese song my family and I always sing together. It feels nostalgic!
But my favorite song of all time is?: “Times Are Hard for Dreamers” from Amelie, the Musical – It’s my anthem for chasing my K-pop dreams!
How to “heal” yourself when you’re feeling overwhelmed?: Listening to music or curating new playlists!
My favorite quote or best advice someone gave me: Love yourself first before loving others.
NANA
Image Credit: FandF Entertainment
I love it when fans call me: Nana-chan!
My favorite song at the moment?: “Heroine” by Back Number – It’s a winter song, perfect for this chilly season!
But my favorite song of all time is?: “Last Dance” by BIGBANG – I danced to this as a kid, and it’s been my anthem ever since!
How to “heal” yourself when you’re feeling overwhelmed?: Going outside!
My favorite quote or best advice someone gave me: Nana, there’s something only you can do.
HYEONJU
Image Credit: FandF Entertainment
I love it when fans call me: Jyu!
My favorite song at the moment?: “Toxic Till The End” by ROSE – I’ve always loved this ‘Sunbae(Senior in Korean)’, and now it’s stuck in my head!
But my favorite song of all time is?: “I Hate You, I Love You” by Gnash – My go-to song during my training days. Still holds a special place!
How to “heal” yourself when you’re feeling overwhelmed?: Going outside for a walk!
My favorite quote or best advice someone gave me: You can do anything.
YUNHA
Image Credit: FandF Entertainment
I love it when fans call me: Bbang-ahji! (Puppy)
My favorite song at the moment?: “Gondry” by HYUKOH – I’m obsessed with calm, moody tracks lately.
But my favorite song of all time is?: “New Rules” by Dua Lipa – This song inspired me to become a singer. Life-changing!
How to “heal” yourself when you’re feeling overwhelmed?: Drawing, reading, or crafting—hobbies keep negative thoughts away!
My favorite quote or best advice someone gave me: If you don’t speak up about your hunger, no one will know.