On October 9, 2024, Ilgan Sports, a South Korean news outlet, revealed that HYBE had issued a statement regarding BTS member Jungkook’s inability to perform at the Super Bowl halftime show alongside Usher due to his military service. This announcement disheartened many fans, as the event would have been a groundbreaking milestone in K-pop, as pointed out in a report by The New Yorker.
Reports surfaced that Usher, who worked with Jungkook on the remix of “Standing Next to You”from his solo album GOLDEN, had invited the singer to the halftime show. Unfortunately, Jungkook’s commitments to the military meant he could not accept this opportunity. When questioned by the media, HYBE responded with,
“We have nothing to say.”
This lack of a substantial response frustrated fans, who felt that the agency was not adequately supporting Jungkook’s solo endeavors. A user on X, @chartslayjeon expressed their discontent by stating,
“”we have nothing to say”WTF???? AT LEAST FAKE THAT YOU’RE SAD.”
“Caught in 4k that’s they have nothing to say. What a useless company,”remarked a fan.
“Oh, this company is a MESS, but when we said JK needs better representation for his solo career, y’all jumped on us. They’ll always hold him back from chances to shine, and we know why your downfall is coming soon!,”commented another user.
“They know they have no excuse, absolutely nothing,”added another fan.
“The whole country is discussing how significant of a missed chance this was,”another user noted.
Supporters of Jungkook also underscored the importance of the Super Bowl halftime show, emphasizing its vast global audience and viewership. Many asserted that HYBE could have made a concerted effort to delay Jungkook’s military enlistment by a mere few months, as he was still under 30, which is the age of mandatory military service in South Korea.
“Fact is that the Super Bowl wasn’t just JK’s loss. He represented ASIA, Korea & BTS. They ALL lost,”a fan emphasized.
“The K-Govt might not even know JK was invited. It’s possible that Hybe/BH kept it quiet. They didn’t inform JK that FIFA wanted him until the last minute. He wasn’t even aware he was set to perform live,”remarked another user.
What Made the Super Bowl a Missed Chance for BTS’ Jungkook?
The Super Bowl halftime show stands as one of the most esteemed platforms in the music industry, having featured icons like Michael Jackson, Beyoncé, and Rihanna in the past. To date, no K-pop artist has graced this stage, and BTS fans, known as ARMY, expressed their regret that Jungkook could have been the first to do so.
On another note, cultural critic Kim Heon-sik condemned HYBE for not recognizing the significance of this prestigious platform, stressing that Jungkook’s participation could have advanced his solo career and enhanced BTS’ global reach.
Jungkook’s remarkable accomplishments, such as his solo album GOLDEN and his performance at the opening ceremony of the 2022 Qatar World Cup, have already set new standards for Korean solo artists in the U.S. His potential appearance at the Super Bowl would have further entrenched his influence, making this missed opportunity all the more disheartening.
Since December 2023, Jungkook has been fulfilling his military duties and is anticipated to complete his service by June 2025.
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