As Pride Month 2025 comes to a close, it’s become more clear than ever that LGBTQ+ individuals need the support of their surrounding community more than ever. When K-pop star Bain took the courageous — and mostly unheard of — move of coming out in the midst of his boy band’s Los Angeles concert, the 24-year-old was not only cheered by the hundreds of fans in attendance but also supported by his JUSTB bandmates, their record label Bluedot Entertainment, U.S. touring partner The K-STAGE and, within 24 hours, several other members of the Korean-entertainment world’s LGBTQ+ community.
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It’s nearly a complete 180-degree change from 2000, when award-winning Korean actor Hong Seok-cheon publicly came out, facing immediate public backlash and shunning. Fired from his television programs, dropped by advertising deals, and forced into hiding due to stigmas of the time, Hong eventually made his way back into the industry to become an in-demand variety star and one of the few models of LGBTQ+ entertainers in South Korea. He was also one of the first people to publicly congratulate Bain on his coming out. K-pop’s first LGBTQ+ boy band, LIONESSES, and solo singer AleXa also sent their congrats.
With his bandmates at his side, Bain spoke to Billboard about the historic night, as did JUSTB’s Lim Jimin, Geonu, Siwoo and Sangwoo (sixth member DY was recovering from an appendicitis surgery). During the nighttime video call, it was evident that Bain is surrounded by a team that is not only enthusiastic about working with him but strives to understand him and make him know that he is truly accepted, regardless of who he loves.
As JUSTB celebrate four years together today, June 30, read on for more from the close-knit group reflecting on their impactful world tour, how queer artists and their allies navigate the K-pop industry, as well as their commitment to greater honesty in their music careers moving forward.
For someone who’s a part of the LGBTQ+ community, you can feel very alone, and it’s so much better when you have support and people who love you. Bain has shared how it felt like he could breathe again, but as a group, did you feel a collective weight lifted that night?
Geonu: I would like to say it was a “Day of Courage.” It was a day of breaking the new dawn for him and also for our team — it was such a day of legends.
Bain: Going on stage, no one said anything in particular; everyone treated me just as they always do. But I could feel it even without words, like, “Just be yourself,” “You can do it” — it was so powerful. So, I felt calm and steady as I stepped on stage. The air, the look, the feeling I had in that moment, I don’t think I’ll ever forget it.
Lim Jimin: I was actually taking a video of Bain backstage and I’ve seen his shows and stages, but “This is the moment,” [I thought]. I was speechless, you know?
When talking to fans later, I loved how you all shared that you were proud of Bain; it’s really special to see the whole team supporting you and even your company, Bluedot Entertainment. Is it rare to find such support in the industry?
Bain: Actually, it is kind of really rare. Our company and my team members were really supportive of me. I came out to my mom three years ago and then to my members and the company about two years ago. It’s been good, and I’m grateful for that. But before that, no one knew. I was really scared that it would hurt my career. That fear was always there. So, after debut, I struggled with my sexual identity, feeling like I was just deceiving everyone, and it was a really tough time. But eventually, I realized I couldn’t keep pretending. I shared my truth and everyone accepted me sincerely. I’m grateful for that, and now I describe it as if my heart beats so much louder.
What was the importance of having these open and honest conversations in the group?
Geonu: I try to understand people. I think the word understand is a really, really serious and deep word. It’s almost impossible to 100% understand another human being, but I always try to understand people and I like that. With Bain, he’s one of the closest people in my life right now. He’s one of our members, so I wanted to understand him.
Bain: Geonu was the first person of my members that I opened up to about my identity. At the time, I was carrying so much on my own. I didn’t know how to say it — or if I even should — but I needed someone to hear me. And he listened without judgment, just quietly accepted me, and that moment felt like a small light in the dark room.
Does anyone have LGBTQ+ family members or other friends that have come out to you as well?
Jimin: I don’t personally either, but I’ve known Bain for nine years, and when he came out, I didn’t even think differently because I knew him very well.
Geonu: I actually have an LGBTQ friend, but regardless of that, I just wanted to understand and try to understand as a person. I think that’s what the world needs right now.
Jimin: JUSTB is like my family. I do not have to understand him entirely; I just accept him as he is. During the performance, right after he sang on the stage, I started crying.
Geonu: I think that’s the best answer; he’s got the better answer! [Laughs] Because it’s not even about understanding, it is just accepting.
Speaking of performances, Bain performed Lady Gaga’s “Born This Way” after his announcement, and on this tour, he also sang “Judas” and songs by Destiny’s Child, Britney Spears, and the Pussycat Dolls. Do you feel a connection to these female artists?
Bain: I’ve always felt a deep connection to strong female artists. Growing up, singers like Lady Gaga, Britney Spears, Destiny’s Child, and even Hwasa really gave me strength. Their music spoke about confidence, pain, and freedom —things I was trying to understand within myself. So, when I was struggling with my identity, their songs made me feel seen, even if they didn’t know if I existed. Watching them on stage so unapologetically gave me courage. Performing their songs wasn’t just about paying tribute. It was my way of saying thank you.
What are the current experiences for young people who wanna be involved in K-pop but may also be LGBTQ+ or questioning? Is the music industry more open-minded? Do you see others struggling?
Geonu: That’s a good question. I want to say that the world is rapidly changing, it really is, day by day. It’s so fast that we sometimes can’t even catch up with the new trends or what’s occurring. I’d like to tell our young generation not to be afraid of having more self-confidence and making moves. If you think it’s right, then it’s right. Just do your thing, say it out loud, and make the moves that you think are right.
Jimin: Also, showing yourselves is almost like art to us. I think it’s very important to not be ashamed of your other sides. Showing up as what you are is most important.
Bain: Also, for young LGBTQ+ people who want to be in K-pop, there are still challenges, and I felt them too because it can be scary and there aren’t many people to look up to. But every time someone shares their story, it helps others feel less alone. I hope anyone with this dream knows they don’t have to hide who they are, and I hope the industry continues to move toward a place where people can simply be themselves. And just generally speaking, I do have some fellow artist friends who actually don’t talk about their sexuality, so I don’t know about them, but I just hope they can feel free to talk about it to me. If my experience can help even a little, I’m always open to listening. So, welcome!
That’s a great attitude, especially since these situations can often appear negative. But Bain looked so cool on stage, wearing his sunglasses and big jacket; everyone was happy and cheering. Did being in Hollywood or Los Angeles inspire you in any way?
Bain: If there was any reason, it was just that I wanted to share my true story with our fans. But there was no reason I came out in LA. I was on tour, I received a lot of support from my fans and since LA was our last stop on the North American tour, it just naturally came out of me… it was kind of half spontaneous and half prepared, a bit. Because I was thinking about it and feeling like I was gaining courage and energy. So, I decided to show up as myself and say my truth.
Have others reached out to you? I saw that Hong Seok-cheon shared his congrats in an interview. Have you been able to talk with him?
Bain: Yes, after I saw Hong Seok-cheon article, I actually reached out to him personally with a DM. He is someone I looked up to for a long time because when he came out in Korea especially, it took so much courage. So, his words mean a lot to me. I hope to carry that same courage forward and be someone others can also look to, just like I’ve looked to him.
You wrapped JUSTB’s JUST ODD World Tour, and even that name feels like a commitment to embracing identity. You all were heavily involved in creating your March EP, JUST ODD. What did you want to say at this moment, and can you express yourselves freely in the K-pop world?
Jimin: First of all, isn’t “Just Odd” about, like, being just odd? It is not an odd thing and I love that.
Geonu: And regardless of other groups, we have had a pretty long journey in this industry and we’ve learned a lot. We felt that it’s the right time to make the music from our own ideas, stories and gut feelings. So, we are making our new music and writing songs like this. And I think people are starting to accept that being different is not something to hide; it’s something to celebrate. So, I guess the K-pop industry is changing, slowly but surely. It’s still not easy, but I do feel like there’s more space to be more open?
Sangwoo: “Bullet” has a message for everyone in the world. It’s not about the chaos and the issues; it’s about wanting a more peaceful world. So, I wrote parts of the first and second verses. I wanted the second one to express what I’m feeling more naturally and add more of my emotions to that verse.
Geonu: Charli xcx inspired “CHEST.” She’s the one who brought that vibe and hyperpop to the mainstream. So, after all that, “CHEST” came out being inspired in that way.
Do you guys have upcoming plans for new music?
Geonu: Well, we had a bunch of really exciting schedules in Monterrey. We met our ONLY B here, so we were focusing on that. But we are planning for the second half of 2025; with all the events, more shows and music. We also really want to release a new album.
Jimin: For the next album, we want to show even more growth from the parts of us that made JUST ODD. We have to work super hard to make an even better album.
I think the only thing left to touch on is if you have an updated ideal type now, Bain?
Bain: [Group laughs] Well, it’s very typical to say, but a funny person, someone who I can have good interactions with, that’s very typical…but I will let you know, I like tall people. [Laughs]
And any final words to fans?
Geonu: So, to all the ONLY B’s in the world, and even those who are not an ONLY B yet, we are making moves — true, honest moves. We are working hard on our true stories, refining our new branding, and sharing our true, authentic values. So, please stick together with us through this. You won’t regret it.
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