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Bain was in the midst of his band’s concert in Los Angeles on a clear April evening when the music abruptly stopped.
Dressed in an oversized fur coat and dark sunglasses, the 24-year-old K-pop artist addressed thousands of fans: “Before I start the next song, I want to share something with you all.”
After a brief pause, he declared: “I’m [expletive] proud to be part of the LGBTQ community!”
The crowd erupted in cheers and applause as Bain launched into Lady Gaga’s iconic anthem, “Just put your paws up, ‘Cause you were born this way, baby.”
Reflecting on that moment of publicly coming out, he tells the BBC in an interview from his Seoul studio that he wasn’t nervous, but rather trying to “sound cool.”
While a few K-pop artists have come out as gay in recent years, none have done so as openly as Bain.
Even in 2025, this remains a bold move within South Korea’s entertainment industry, where stars are held to incredibly high standards. Even acknowledging a heterosexual relationship can be considered scandalous.
“Some people in the industry knew [I was considering coming out] and cautioned me against it, citing the potential risks,” Bain recounts. “Of course, I considered the possibility of losing fans.”
“But then I thought, society is evolving… I might gain more than I might lose.”
The key question is whether his action will usher in change within an industry that has gone global yet remains deeply rooted in South Korea’s conservative values.
Bain, whose legal name is Song Byeonghee, recalls realizing he was gay around the age of 12 during his secondary school years.
Shortly after, he decided to train to become a K-pop artist, but he concealed his sexuality because he believed being gay was “not allowed.”
“I didn’t question it… I just assumed I had no other option,” he says. “There wasn’t anyone else [around me who was gay]. I figured I could just pretend and move forward.”
While South Korea is a wealthy and modern nation, traditional values still hold considerable sway. Influential and conservative religious institutions often view homosexuality as a disability or a sin. Furthermore, same-sex marriage is not legally recognized.
In 2021, Bain debuted as part of the six-member boyband, Just B. They have released multiple albums and participated in reality shows, amassing a dedicated following.
However, the years of keeping a significant part of himself hidden took a toll on Bain.
“I was so overwhelmed that I considered giving up on being an idol altogether. I felt like I’d been hiding too much. I decided to talk to Mom.”
That was approximately three years ago. His mother was the first family member to learn the truth: “We talked for an hour, and I finally said, ‘I like men more than women.’ That’s when she understood.”
Her reaction was difficult for him to process. “Honestly, she wasn’t pleased – at least not initially. She expressed hope that I could overcome it, that perhaps I would eventually be attracted to women. She was saddened that I’d now face negative reactions from others. But [she] said, ‘You’re my son, so I love you, I support you, I love you.’ It was a mixed response. I was sad, but ultimately grateful that she expressed her love.”
Subsequently, his team members and company encouraged him to take the plunge and share his truth with the world.
Earlier this year, the band embarked on a world tour, and during the final stop on their US tour, Bain decided to come out on stage.
Since then, the band has been thrust into the spotlight, with Bain giving numerous interviews as he quickly became a prominent figure within the Korean LGBTQ community.
“I feel like I’ve changed significantly since coming out. I feel more confident. When I meet someone new, I immediately show who I am,” he says. “But I also feel a sense of sadness that my identity is now such a big deal.”
He hopes that, over time, people will move past labeling him as “oh, he’s gay,” and instead accept him for who he is.
When South Korean actor Hong Seok-Cheon came out as gay in 2000, LGBTQ representation truly entered the country’s mainstream.
He was the first Korean celebrity to publicly acknowledge his sexuality, which came at a personal cost. He was removed from television shows and advertising campaigns.
Attitudes have evolved since then. A Pew survey conducted in 2019 indicated that acceptance of homosexuality has risen to 44% from 25% in 2002.
However, only a limited number of other celebrities have come out. In 2018, Holland became the country’s first openly gay K-pop artist, and in 2020, Jiae, a former member of the girl group Wassup, came out as bisexual. Both have reported difficulties securing contracts with record labels as a result.
Bain’s announcement, on the other hand, has been met with celebration from both fans and South Korea’s LGBTQ community.
“When an idol comes out, it gives people like me a sense that we are not alone,” says a 26-year-old Korean transgender woman, who wishes to remain anonymous.
“It brings comfort…makes me think, maybe I’m ok the way I am.”
The majority of online comments have also been positive. One gay fan wrote in a YouTube comment that he was encouraged by Bain, after experiencing “so much despair” due to “the hateful comments” and discrimination.
“But thanks to Bain, I’ve found the courage to keep going.”
International fans have been particularly supportive: “After the initial shock, I started to cry,” said Lia, a K-pop fan from the US who identifies as lesbian.
“Knowing that Korea still has some repression against LGBTQ people, the bravery and courage he displayed by coming out…[was] admirable.”
South Korea’s cultural influence is growing globally, attracting fans from diverse backgrounds with their own perspectives and beliefs, which may reshape the K-pop industry.
However, this process will take time, as evidenced by the range of responses to Bain’s announcement, from disapproval to indifference.
Notably, South Korea has seen a rise in right-wing, often avowedly anti-feminist beliefs among young men, who seem to oppose any challenge to traditional gender roles.
These roles remain firmly established in South Korea. The government and religious institutions promote conventional family values, encouraging young people to marry and have children in an effort to boost birth rates, which are currently the lowest in the world.
Given this context, it is perhaps unsurprising that homosexuality remains a taboo, even within a global industry like K-pop.
According to critic Lim Hee-yun, this is a world where even heterosexual couples typically avoid discussing their private lives.
“K-pop has spent nearly 25 years avoiding the topic of sexuality [altogether]. Even heterosexual relationships are hidden to protect fan fantasies.”
Bain, he adds, has “challenged that silence in a symbolic and powerful way. I believe it marks a major moment.”
However, he believes that fan reactions might have been vastly different, potentially “explosive,” if a member of a globally recognized boyband had come out as gay.
“Bain’s case was significant, but his group isn’t as famous [so] it didn’t cause as much stir domestically,” Mr. Lim notes.
He acknowledges that Bain has undoubtedly helped raise awareness. “It’s a slow process, but we’re seeing more public figures speaking up or content being created around these LGBTQ issues.”
Nonetheless, he suggests that any immediate change in K-pop or the broader entertainment industry is unlikely.
“It’s not just a social issue – it’s a market issue. Male idols typically have a much larger female fanbase… [and] if you find out your favorite male idol is gay, that can shatter the illusion that you could one day be the object of his affection,” he says.
“So if they do [come out], they risk shaking the foundation their fandom is built on.”
Bain, however, states that his decision would be worthwhile if it “empowers or inspires even one person in K-pop.”
“I’ve spent so long pretending… I realized that because I came out, others felt safe to do so too.”
He recalls that on the day he came out, several fans approached him, identifying as gay or lesbian, and sharing their own stories about their identity.
“They thanked me, and I thought to myself, ‘I should have done this sooner.'”
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