Whether boy group follows steady success trajectory over several years like BTS or Stray Kids remains to be seen, says music critic

BoyNextDoor (KOZ Entertainment)
BoyNextDoor (KOZ Entertainment)

BoyNextDoor, a boy band under Hybe’s music subsidiary, KOZ Entertainment, is emerging as a rising force in K-pop. With strong backing from producer and KOZ Entertainment founder Zico, the six-member group has been steadily climbing domestic and international music charts.

Music insiders attribute the band's success to engaging storytelling, strong performances and TV variety show appeal, which have helped shape the members' unique identities and connect with global fans.

Yet, opinions are divided on whether the band can reach the level of Hybe’s powerhouse groups like BTS, Seventeen or even Enhypen.

Debuted in May 2023 amid a surge of new boy group launches, BoyNextDoor was initially labeled a leading act of the so-called fifth generation of K-pop musicians, along with Riize, Zerobaseone and xikers. However, the group's early commercial performing was considered underwhelming. Since then, BoyNextDoor has shown steady growth with each release, earning a reputation for step-by-step success.

The band's breakthrough came with its third EP, “19.99,” released last September, which sold over one million copies -- marking the group's entry into the million-seller club. More recently, the group's digital single, “If I Say, I Love You,” released on Jan. 6, gained significant traction both in South Korea and internationally. The song, dedicated to its fans, became their highest-charting track to date, reaching No. 5 on Melon’s Top 100, marking its first top-five entry on the local chart.

Pop music critic Kim Do-heon said BoyNextDoor’s relatable narrative, friendly image and universal emotions -- akin to casual conversations with friends -- align well with the musical preferences of Generation Alpha, referring to those born between the early 2010s to the mid-2020s.

“’If I Say, I Love You’ is resonating even with those unfamiliar with BoyNextDoor, showing that the experience the group has steadily built through various activities is effectively reaching audiences,” Kim said.

Riize (SM Entertainment)
Riize (SM Entertainment)

Overseas, “If I Say, I Love You” ranked No. 131 on the Global Excl. US chart, maintaining its presence for two consecutive weeks after debuting last week, according to Billboard’s latest update on Feb. 1. The song also topped Japan’s Spotify Daily Viral Songs chart and entered Spotify’s Global Daily Viral Songs ranking at No. 35 on Jan. 20.

The K-pop act also secured its first wins on Korean music shows with “If I Say, I Love You,” taking first place on "M Countdown" and "Inkigayo" on Jan. 16 and 19, respectively.

Another music critic, Lim Hee-yun, noted that there have been similar cases in the past, particularly with boy groups from major agencies, which often take longer to rise to prominence.

“JYP Entertainment’s boy bands Day6 and Stray Kids, for instance, also needed time to establish themselves,” Lim said Monday. “BoyNextDoor may be a group under a Hybe subsidiary, but KOZ Entertainment appears to operate with a significant level of independence.”

Lim believes it is still too early to tell if BoyNextDoor can become Hybe’s next star group.

“Their music is solid, and they show potential, but whether they will follow a slow-burn success trajectory like BTS or Stray Kids over several years remains uncertain. K-pop is in a period of rapid change, with countless new groups emerging and industry paradigms shifting, making it difficult to predict the band's long-term growth,” Lim added.