Forbes: "ATEEZ's San is the Viral Gateway for Overseas Fans Entering K-Pop" — 'BAD' Choreography Sparks Global Buzz [K-EYES]

*This content was translated by AI.

San (Choi San) of the group ATEEZ has once again become the center of attention, captivating fans worldwide with the choreography for his new song 'BAD'.

According to Forbes, the music video for ATEEZ's new single 'BAD', released on June 26, surpassed 220 thousand won views shortly after its release. Among these views, San's performance segment during the chorus was highlighted as "the most-watched" part of the video.

Fans dubbed this section "Let's All Die," and flooded social media with videos superimposing this choreography over clips of San looking exhausted or losing his composure. Notably, among some Korean men who have publicly identified themselves as heterosexual, the segment even sparked reactions described as "Gay Awakening" — a lighthearted internet meme expressing the initial realization of same-sex attraction — further amplifying its viral status. Two days later, during SBS's 'Inkigayo' stage performance, San once again became the star of the most-watched clip, appearing in a white tank top.

In fact, this is not the first time San has generated buzz on stage. Within ATEEZ, he is known for his intense and emotional performances as part of the so-called "Demon Line" (alongside Hongjoong and Seonghwa). At Coachella in 2024, he delivered a passionate performance that nearly broke his microphone. Later that year at the MAMA Awards, he caused a major stir by removing his jacket while exiting the stage. Additionally, in the music video for 'Ice On My Teeth' from the previous album 'GOLDEN HOUR: Part 2', both scenes showing San shirtless and performing choreography in a suit were among the most-watched segments.

As a result, fans often refer to San as a viral "gateway" through which people enter ATEEZ and K-Pop more broadly. Even after the success of the Netflix animated series 'K-Pop Demon Hunters', videos featuring San were heavily promoted by algorithms due to his physical resemblance to the character 'Abby' in the show, drawing in new fans. Pop culture critic Tessa Smith shared that she discovered K-Pop through this exposure: "I was initially drawn to San's self-love and striking appearance, but the more I watched, the more I fell for his music and voice." She added that she later attended her first ATEEZ concert and officially became a fan.

Meanwhile, the EP 'GOLDEN HOUR : Part 5', which includes this new song, featured Hollywood newcomer Chase Infinity — known to be a devoted San fan — making a direct appearance, further fueling the buzz. Recently, during a live broadcast, leader Hongjoong expressed his pride: "San worked incredibly hard preparing for this promotion cycle, and it's heartwarming to see so many people recognizing his efforts."

The viral attention generated by San has translated into actual sales records. According to Forbes, 'GOLDEN HOUR : Part 5' simultaneously topped three Billboard charts: the Billboard 200, Top Album Sales, and World Albums. It reached only third place on the Vinyl Albums chart. In its first week in the U.S., the album sold approximately 223,000 copies — more than 8.5 times Olivia Rodrigo's latest release — surpassing the combined sales of all albums ranked from 2nd to 31st on the Top Album Sales chart. With this album, ATEEZ achieved their third number-one position on the Billboard 200 overall and their ninth top-ten entry. On the World Albums chart, they secured their 11th number-one spot overall.

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*This content was translated by AI.