TXT’s Yeonjun is increasingly being described as the “next Jungkook” in promotional articles — but instead of celebrating his growing solo career, some fans are questioning why Big Hit Music keeps putting the BTS superstar’s name next to him.
A recent post on a Korean online community has sparked heated discussion after netizens noticed what appears to be a growing pattern in headlines surrounding Yeonjun’s solo activities.
Rather than simply highlighting Yeonjun’s own achievements, several articles repeatedly mention him alongside BTS’ Jungkook, with some even portraying the TXT star as the next artist to follow the same path.
Among the headlines being circulated were:
- “TXT’s Yeonjun follows Jungkook’s footsteps… continuing Big Hit Music’s legacy of solo artists.”
- “TXT’s Yeonjun makes his mark on the U.S. music scene… continuing the tradition of male soloists after BTS’ Jungkook.”
- “Jungkook passes the baton to Yeonjun… Big Hit Music’s formula for successful male soloists works once again.”
The comparisons quickly caught the attention of fans, particularly because Jungkook has established himself as one of the biggest global solo stars to emerge from K-pop.
One description of Yeonjun’s career went even further, praising his ability to compete in the international market while highlighting his vocals, performance skills and stage presence.
The article also credited Big Hit Music with helping develop Jungkook into a global pop star — and suggested that the company was now applying a similar strategy to Yeonjun.
BUT IS THIS REALLY A “SUCCESS FORMULA”?
That particular wording appears to be what triggered the strongest reactions.
On Korean online communities, netizens were divided over whether the comparisons were simply normal company promotion or an overly aggressive attempt to associate Yeonjun with Jungkook.
Some questioned why Yeonjun’s solo achievements could not be promoted without repeatedly invoking BTS’ youngest member.
“I don’t think either fandom will like this kind of media play.”
Another commenter argued that it would be better to simply focus on artists within the same agency rather than repeatedly comparing artists from different groups and careers.
But not everyone saw a problem.
One netizen pushed back against the criticism, essentially arguing that there was nothing unusual about a company using the success of one of its biggest artists as a reference point when promoting another.
And then came an even harsher reaction toward Big Hit Music’s supposed “formula.”
“The Big Hit formula for success? That’s ridiculous, LOL.”
The criticism reflects a broader debate within K-pop: when does strategic promotion become media play?
For Yeonjun, being compared to Jungkook could undoubtedly generate attention. Jungkook’s name carries enormous recognition internationally, particularly in the United States, where Yeonjun is also attempting to strengthen his presence as a solo artist.
But the comparison can also create an uncomfortable expectation.
Instead of allowing Yeonjun to establish his own identity, achievements and musical direction, repeatedly calling him the “next Jungkook” risks making his career look like a continuation of someone else’s.
And that may be exactly why some fans are pushing back.
