Quick Summary: San’s chest-popping move in “BAD” turned a long-running global group into a name recognized across Korea. ATEEZ has placed nine straight albums in the Billboard 200’s top 10, yet San says explaining that success on Korean shows used to be part of the job. Ahead of “GOLDEN HOUR : Part.6” and its title track “UP,” the members describe daily life as “a dream.”
For years, ATEEZ had a particular kind of problem. The group could fill arenas abroad and climb the Billboard 200, but at home, its members often found themselves on variety shows explaining how big they were. San says that has changed. Speaking at the press conference for the group’s 15th mini-album, “GOLDEN HOUR : Part.6,” on November 12, he said people now recognize ATEEZ the moment the name comes up, and described the past few months as dreamlike.
One Move That Reached Everyone
“BAD” arrived on June 26 as the title track of “GOLDEN HOUR : Part.5,” and its Brazilian funk groove and polished music video were always going to draw attention. What pushed it further was a few seconds near the end of the song, when San steps to the center and leans his body diagonally before jerking his chest forward. Fans nicknamed the section “Let’s All Die,” and edits of the moment spread quickly across short-video platforms. According to Forbes, the music video passed 22 million views within about two weeks, and San’s section was its most replayed moment.
San himself seemed as surprised as anyone. In a written interview with Edaily in late July, he said the reaction that stayed with him most was hearing viewers say they kept replaying his section. He credited the attention to his facial expressions and the mood of that moment, and he said he pays close attention to every movement when he performs.
From Fan Favorite to Public Favorite
What makes this story different from a typical viral hit is who it reached. ATEEZ has long had a devoted global fanbase, and the Korea Times notes that the group placed nine consecutive albums in the Billboard 200’s top 10 through its 14th mini-album. According to MK, “GOLDEN HOUR : Part.5” also gave the group its third No. 1 on that chart. Yet in Korea, widespread recognition had remained a goal.
San admitted as much when he returned to SBS’s “Running Man” on September 13. He told the cast he had expected ATEEZ’s fans to love the video, but not the general public. Yoo Jae-suk remarked that San was no longer the rookie who had first appeared on the show years earlier. Asked on the same program whether his popularity had improved his income, San laughed and said very much so.
The momentum lasted well after promotions ended. Chosun reported that “BAD” took its seventh music-show win in late September, and MK noted the song was still sitting at No. 7 on a domestic chart on September 13, long after the release date.
What Changed in Daily Life
By autumn, the effects reached beyond charts. Allkpop reported in October that San’s schedule had roughly tripled, with advertising offers arriving across a range of fields. His bandmate Hongjoong made a similar remark, saying the group’s overall schedule seemed about three times busier than usual.
At the November 12 press conference, the members described smaller, more personal changes. Hongjoong said shop owners now sometimes add something extra for free or greet them more warmly. San said that when the group appears on variety shows or YouTube programs, nobody needs the overseas explanation anymore. He said people recognize ATEEZ and show them so much love that it feels like a dream, and that he wants to become someone worthy of it.
The fashion world noticed too. San appeared at the Dolce & Gabbana show during Milan Fashion Week on September 26, wearing a navy velvet jacket with wide vintage-wash denim, according to Khan.
Staying Grounded
Fame has not changed how San talks about his work. In the Edaily interview, he said he approaches every stage as though it might be his last, which helps him focus on each moment without regrets. He also looked back on his trainee days, when some people doubted he would make it as an idol, and said those comments made him stronger. He said he practiced each day with the aim of proving himself through results.
He also pointed to teamwork. Asked about the secret behind ATEEZ’s growth, he said there was no special trick, only years of working toward the same goal with the members and the support of ATINY, the fandom.
What Comes Next
The group now has to follow a breakout. “GOLDEN HOUR : Part.6” and its title track “UP” were released at 2 p.m. KST on November 13, and the five-track album also includes “ANEMIA,” “Drip,” “FAITH” and “Hollow Victory.” Hongjoong said the group hopes people who did not know much about ATEEZ will discover them through “UP” and become curious enough to attend their concerts.
There is a new spotlight in the choreography as well. Yeosang leads the dance break, which Wooyoung called the song’s “killing part.” Yeosang said he felt some pressure after San’s section in “BAD” became so popular, but that he practiced with a strong sense of responsibility.
For San, the challenge is simple. The attention that once required an explanation now arrives on its own, and the next stage is proving it was never a one-move story.