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BOYNEXTDOOR, the rising fifth-generation K-pop boy group under HYBE’s sub-label KOZ Entertainment, has found themselves in the midst of controversy despite recent achievements. Their fourth EP, No Genre, released in May 2025, showcased a notable evolution in musical style and group synergy. It also earned impressive sales, crossing 1.16 million copies within its first week. However, what should have been a celebrated milestone has become clouded by allegations of sales manipulation following a report of the album being distributed for free at a supermarket.
A Nate Pann user recently posted evidence suggesting that BOYNEXTDOOR’s No Genre albums were being handed out as free gifts with purchases of over 20,000 KRW worth of instant rice. This revelation quickly sparked suspicion among netizens, many of whom accused the label of trying to inflate sales figures by bundling unsold stock through promotional tactics. Some critics argued that this could be part of a larger trend allegedly used by HYBE-affiliated labels, where albums are sold in bulk to distributors under favorable return conditions, enabling sales counts to spike artificially.
The controversy intensified as people began to question the legitimacy of the group’s million-seller status. Detractors framed the move as a desperate attempt to dispose of unsold inventory while still claiming chart success. As a result, much of the criticism fell on KOZ Entertainment for potentially compromising the integrity of the group’s hard-earned milestones. In harsher corners of online discourse, BOYNEXTDOOR was even labeled a “flop,” and their sales achievement was dismissed as manufactured rather than earned.
Some fans, however, offered alternate explanations, suggesting that the album giveaway could have been part of a coordinated promotional partnership with the instant rice brand, rather than a sign of underperformance. These voices argued that the practice of bundling K-pop albums with unrelated goods is not uncommon and does not necessarily reflect the artists’ value or popularity. Still, the optics of such a campaign at a time when sales credibility is increasingly scrutinized left a sour taste for many.
Amidst the backlash, ONEDOORs—the group’s official fandom—rallied behind the members. They voiced frustration over the tendency to discredit HYBE groups regardless of circumstance: when they sell well, accusations of media manipulation or corporate push surface; when sales appear lower, detractors label them failures. Supporters praised BOYNEXTDOOR for their consistent growth and artistry, reminding critics that the fandom, while relatively small, remains deeply loyal and passionate. For them, No Genre represents not a controversy, but a meaningful step forward in the group’s career.