When 23-year-old Bain (Song Byeon-hee) of JUST B announced at their recent LA concert that he was “fucking proud to be a part of the LGBTQ community as a gay person”, the audience’s response was rapturous. “At first, I wasn’t sure if I wanted to come out but during the time I was contemplating it, the desire to be loved for who I truly am became the strongest feeling in my life,” Bain tells Dazed. “I believe that coming out is something you should do when your emotions are most sincere, and when you have the courage to speak from the heart. I felt that this was the right time.”

He’s since been the subject of dozens of effusive headlines, from the BBC to NBC. The South Korean pop industry is renowned for its flamboyant, genderless costumes and intricate makeup on both male and female idols, as well as one of its more contentious elements of ‘fan service’ – skinship (the South Korean practice of platonic physical affection) – where same-sex members within a group ramp up their closeness to kissing, hand-holding or cuddling, all of which is played out on camera or onstage for fans to endlessly speculate over or ship.

But there is a significant chasm between this coy, queer flirtation within South Korea’s greatest money-generating soft power and the reality of South Korean society, which makes Bain’s coming out both jaw-dropping and trailblazing. To put it even more succinctly: Bain is the only openly gay Korean group idol amongst K-pop’s active groups, which, conservatively speaking, numbers over 1,000 idols.

South Korea’s across-the-board conservatism and the power held by religious groups in the country means that it lags dangerously behind in regards to LGBTQ+ rights. It does not legally acknowledge same-sex marriage nor can same-sex couples adopt. Events such as Pride have been consistently derailed and protested. Sex between two men while in serving in the military comes with a jail sentence. There is no anti-discrimination law to protect LGBTQ+ people. Although public acceptance has risen, there isn’t even a reliable dataset for the number of LGBTQ+ people in South Korea since identifying as LGBTQ+ comes with significant risks to one’s career and personal well-being.   

As K-pop has grown exponentially in countries more accepting of the LGBTQ+ community and its fandoms more diverse across gender and sexuality, the industry’s lack of similar representation has been lamented as well as widely criticised (especially in light of several groups, including OnlyOneOf and QODES, adopting same-sex attraction as “concepts”). But for closeted LGBTQ+ artists working in K-pop, there’s been little to offer anyone contemplating coming out. You can be adored for ‘appearing’ queer or embodying camp but in an industry where even heterosexual dating has ruined careers, being more than an LGBTQ+ ally is hazardous, with the day-to-day experiences of the tiny handful of out Korean celebrities, and indeed non-celebrity citizens, painting a sobering picture.

Solo pop singer Holland, whose music and visuals tell queer love stories, has been highly vocal about being discriminated against and the struggle of keeping his career financed since his debut in 2018. Jiae of girl group Wassup came out as bisexual only after the group disbanded. 2AM’s leader Jo Kwon debuted in 2008, but it was only in 2020 that they opened up, saying, “Genderless has become my weapon. In the past, I was afraid of a neutral-gender image. If people said I looked like a woman, I would deny it. Now I don’t do that”. Choi Hanbit, a model and a transwoman, debuted in 2016 in the short-lived girl group Mercury, then virtually disappeared from the industry. LADY, made up of four transwomen, debuted in 2005 but were poorly received and disbanded in 2007. Maman was reportedly kicked out of her agency for coming out as a lesbian in the mid-00s, while Hong Kong-born idol trainee KilliAN was also allegedly booted out of JYP for being gay. Trot singer Kwon Do-woon came out as gay ten years into his career in 2020, reportedly against the wishes of those around him. His desire was to “play a role in opening the horizon for people in the entertainment industry to come out”, while actor and presenter Hong Seok-cheon, who wrote Bain a moving letter of support, has also fought to destigmatise being LGBTQ+ since coming out in 2000.

As the tour went on, I received so much love from fans, and that encouragement gave me the strength to share more of my true self

Progression in South Korea is slow. But progress does exist – take, for example, the landmark ruling on same-sex couples accessing the same health insurance benefits as straight couples, and, Hong Seok-cheon, although initially ousted from the entertainment industry, went on to defy his detractors to become a successful restaurateur, then returned to entertainment and became a beloved variety show fixture. 

Bain, too, though merely four years into his career, has laid a major paving stone for his peers, and idols yet to debut. So following his rousing speech – in which he said, “To anyone out there who’s part of the LGBTQ+ community, or still figuring it out – this is for you. You are seen, you are loved, and you were born this way” – we caught up with the vocalist and dancer about his decision, his journey, and what his own immediate future might now hold.   

Have you always been open with the JUST B members about your sexuality, and how did they initially respond? 

BAIN: It’s been about two years since I came out to my members and the company. I first opened up to our member GEONU, sharing my struggles with my sexuality in a personal conversation. Later, there was a moment when all the members were together talking, and JIMIN – a friend of mine for nine years – suddenly asked me, ‘Bain, are you gay?‘. He added that if I was, he hoped I wouldn’t feel the need to hide it and could speak freely and comfortably with them. I honestly had no intention of coming out that day, but somehow, JIMIN’s words gave me the strength to speak up and be honest about who I am. The members accepted me with calmness and warmth, smiling and nodding as if they’d already known. I’m not sure if they were trying to hide their surprise in front of me, but that moment was a huge comfort for me. I came out to our CEO, Mr Shin Young Kyun, around the same time. He told me he was actually excited to see what new and diverse paths might open up for me. He’s been incredibly supportive.

The reason I decided to come out wasn’t to make an impact on the K-pop industry. I simply wanted to share my true self and be authentic with my fans

What was your thinking behind making the announcement on tour?

BAIN: Recently, JUST B released an album titled JUST ODD, which the members created ourselves. We put a lot of effort into making sure that this album reflected our honest and bold sides, a message which we carried over to our JUST ODD tour. During one of our tour meetings, I suggested that each of the six members prepare solo stages to express our individual personalities and styles. For mine, I performed Lady Gaga’s ‘Born This Way’. It’s a song I really love, and through its lyrics, I wanted to convey the message to my fans: ‘Live proudly as your true self’. As the tour went on, I received so much love from fans, and that encouragement gave me the strength to share more of my true self. So, during our final concert in LA, I made the decision to reveal my true feelings, and after discussing it with the members and the company, I received their full support.

South Korea’s entertainment industry has had very little LGBTQ+ representation over the years, and those who do come out often face hardships. What did you feel before making this decision?

BAIN: It’d be a lie to say I wasn’t afraid. But thanks to the support from the people around me, my members, and our company, I was able to find the courage to move forward. I couldn’t predict what the future would hold but having people who truly believed in me helped me choose trust over fear. Since I’m not a solo artist but part of a team, I also worried that my decision might somehow burden the group, but my members embraced me with genuine understanding and strength, and because of them, I was able to become even stronger.

How do you feel about potentially being a figurehead for the Korean LGBTQ+ community, which is something Holland has previously spoken about coming to terms with?

BAIN: To be honest, I never expected so many people to show such interest in my coming out. Rather than feeling burdened by the attention, I feel truly grateful. As much as I’ve received support, I believe it’s my responsibility to live up to those expectations. To repay that support, I want to show even more amazing and positive sides of myself to my fans. Most importantly, I am committed to loving myself for who I truly am and living authentically.

What do you hope your story means for the K-pop industry?

BAIN: The reason I decided to come out wasn’t to make an impact on the K-pop industry. I simply wanted to share my true self and be authentic with my fans. However, if my story helps someone find courage or has a positive influence, that alone would be incredibly fulfilling for me. And if I can be a source of strength for those individuals, I will have supported them as well.

What would you like to tell your fans, as well as those now discovering you and JUST B?

BAIN: First of all, I want to sincerely thank everyone for their love and support. However, I also feel sorry and upset knowing that my fans and members may encounter negative comments. As an artist, I will continue to put my best effort into delivering great music and performances, and I hope you’ll focus on that. For those who are just discovering JUST B, I would be grateful for your continued interest and expectations in our music, performances, and future endeavours.