The group BOYNEXTDOOR is making their comeback today (15th). 

At 6 PM today, they will release their second mini-album ‘HOW?’ and the music video for the title track ‘Earth, Wind & Fire’. With this comeback, they are entering their third round of promotions, presenting a unique musical world based on the 'Kitsch Core' style.

◼ Comeback amidst rapid rise… global fan interest intensifies

As BOYNEXTDOOR continues their activities, their trajectory is sharply rising. The pre-order volume for the new album reached 571,600 copies as of the morning of the 12th, three days before the comeback, which is nearly 40% higher than the final pre-order volume (414,451 copies) of their first mini-album ‘WHY..’.

Additionally, the ‘HOW?’ trailer film and track spoiler videos each surpassed 1 million YouTube views on the 29th of last month and the 13th of this month, respectively. During the promotion period, keywords related to BOYNEXTDOOR’s comeback climbed the real-time trends on X (former Twitter) and ranked high on China’s largest SNS Weibo, proving the global fans’ fervent interest. BOYNEXTDOOR is expected to continue their upward trend and showcase their dominant presence in this round of activities.

◼ Highlight of the 'First Love Story'… lyrics written by members resonate with peers

The mini-album ‘HOW?’ marks the culmination of the 'First Love Trilogy'. Chronologically, it deals with the story between the excitement of first love sung in their debut single ‘WHO!’ and the pain of breakup depicted in the first mini-album ‘WHY..’. The tracks in the new album cover various situations and emotions that one might experience with first love.

In particular, members participated in composing and writing the lyrics for five songs, including the title track. They honestly express the emotions of first love in the language of youth, sparking empathy among their peers.

◼ Essence of 'Kitsch Core' in title track ‘Earth, Wind & Fire’

The title track ‘Earth, Wind & Fire’ portrays the tumultuous emotions of love that does not go as planned, just like uncontrollable nature. The members' imagination and uniqueness shine through as they liken love to natural elements like earth, wind, and fire.

BOYNEXTDOOR has incorporated 'Kitsch Core' style in this album to more vividly express the fluctuating emotions. 'Kitsch Core' is a compound word of Kitsch and Normcore, which means natural style, and it refers to BOYNEXTDOOR’s unique wit that adds kitschy emotions to the familiarity of 'the boys next door'.

‘Earth, Wind & Fire’ best embodies this 'Kitsch Core' sensibility. With a unique music video set against the backdrop of the earth and space, music featuring Hyperpop elements, and fresh performances, one can experience 'Kitsch Core' in every aspect.

BOYNEXTDOOR will meet fans worldwide through the comeback show 'BOYNEXTDOOR TONI3HT', which will be broadcast simultaneously on Mnet and M2 and HYBE Labels’ YouTube channels at 8 PM on the day of the album release, the 15th.