Welcome to The K-pop Chat, a monthly column dedicated to all things K-pop. In collaboration with the bunni pop newsletter, join writer Samantha Lui as she rolls out lists, content and interviews to keep you updated on the latest from the K-pop industry. For more K-pop content in your inboxes, subscribe to bunni pop for weekly posts.
During Just B’s concert in Los Angeles this past April, member Bain entered the stage with the level of confidence often channeled by his idol Lady Gaga.
Donning a black fur coat and sunglasses, he jumped into a cover of the American pop star’s queer anthem “Born This Way.” Moments after the performance, Bain made a bold declaration in front of the crowd: “I’m proud to be part of the LGBTQ community as a gay person!”
For the 23-year-old, the announcement was a long time in the making, especially after coming out to his company Blue Dot Entertainment and his bandmates two years prior. Days after that performance, he tells RepresentASIAN Project that he made the decision to open up because he wanted to close JUST B’s North American tour in a meaningful way.
“I wanted to end the tour with honesty and love, and to share my truth with the people who had stood by me,” he said. “It wasn’t a planned moment, but it felt like the right one.”
Bain’s announcement soon went viral, and made international headlines on news organizations like BBC, NBC and The Korea Times. While being gay is not illegal in South Korea, it remains a taboo topic in the socially conservative society. Same sex marriages or civil unions are not legally recognized in the country. A 2023 Human Rights Watch report found discrimination against LGBTQ people “remains pervasive.”
What makes Bain’s announcement all the more groundbreaking is the fact that artists in the K-pop industry are often encouraged to guard their dating history and private lives. Bain is one of the very few times an active artist in the K-pop scene has come out, though individual Korean artists like Holland, Mrshll and the LGBTQ boyband LIONESSES have all been open about their queer identities. This past March, Lara Raj, a member of the global girl group KATSEYE, also came out as queer during an online chat session with fans, describing herself as “half fruitcake.”
For Bain, he did not expect his announcement to garner such attention, but he is grateful for the messages he has received in the days since his coming out.
“I’m really thankful for all the love, and I feel lighter,” he said. “Living authentically has always been important to me, and now I feel much freer and at peace.”
He added that performing Lady Gaga only gave him more courage to express what he’s always wanted to say: “[“Born This Way”] gave me the strength to fully embrace my identity and own my truth, and performing it felt like a celebration of everything I stand for. It reminds me that we are all perfect as we are, and we don’t need to hide who we are to be loved.”
The honesty displayed on stage is a large part of JUST B’s overall rebrand, marked by confidence, resilience and risk-taking. But it wasn’t easy reaching this point.
JUST B—composed of members Lim Jimin, Geonu, Bain, Siwoo, DY and Sangwoo—first debuted in 2021. Over the years, the group has faced obstacles together, marked by an oversaturated and competitive K-pop industry.
One of the biggest challenges came in 2024, after JUST B competed on the reality competition series Road To Kingdom: Ace of Ace, which pits seven K-pop boy groups against each other for prize money and a chance to perform at the annual K-pop fan festival KCON. In an unconventional move, JUST B paired up with the group ATBO to form a 12-member band known as The CrewOne.
While JUST B worked well with another team, Geonu told RepresentASIAN Project in a separate interview that Road to Kingdom was an experience marked by “hardships” and creative differences. But there were also valuable takeaways, including the decision for JUST B to drastically shift their musical direction and identity.
This new phase is reflected with the release of JUST B’s new EP, [JUST ODD], which Geonu said allowed them to be experimental in the studio.
Sonically, [JUST ODD] takes inspiration from hyperpop sounds heard from artists like Charli XCX. The opening song “KiD” also delivers some bold lyrics: “F–k you, I’m just a kid.”
In an industry where the majority of K-pop songs are not co-written and produced by the idols themselves, Geonu said it was also freeing for him to take creative control. He co-wrote much of the EP, added that he found inspiration from indie hyperpop and electronic artists like American rapper/producer 2hollis and Nate Sib.
“This EP started from our mindset to bring in [our] new tastes in music,” Geonu said. “What do we want to show the industry, the world and our fans?”
But delving into new sounds and genres also came with pressure, Geonu said, as he was not sure how the band’s album would be received by the public.
“Does our team fit with these types of melodies? Will it work with the industry?” Geonu said. “As JUST B, we have to care about these things. So it’s really stressful.”
Recently, Geonu has taken on more leadership and responsibilities like songwriting and producing. But, with that, also comes a lot of expectations—something he recently opened up about on Instagram.
“Work stress is like that one friend who shows up uninvited to every party. You didn’t ask for it, you didn’t plan for it, but there it is, sitting in the corner, demanding attention,” he wrote. “The worst part? No one knows how to kick it out, and it always stays a little longer than expected.”
Geonu said the way he handles burnout is by taking time away from the studio and meetings, and remembering to breathe in and out. Oftentimes, he’ll even watch YouTube or play basketball as a form of release.
Despite this, Geonu is keen to grow as an artist and songwriter, but is also determined to take JUST B as far as they can go in the music industry. Beyond the music, he says the hardships over JUST B’s last four years have only strengthened their bond.
It’s why following Bain’s coming out announcement, he was immediately embraced on stage by his members. That support is not lost on Bain, who told RepresentASIAN how “truly grateful” he is that his members have always stood by his side.
“I hope that my story can remind you that it’s okay to be exactly who you are. You don’t need to hide or be anyone else to be loved and accepted,” he said, addressing his fans. “I’ll always be here, proud to share this journey with you.”
Like this post? Follow The RepresentASIAN Project on Instagram, TikTok and YouTube to keep updated on the latest content.
