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Hyeonbin, Siyun, and Yeonwoo
Image Credit: Kim MinSeok HYEONBIN
You trained for seven years and debuted five years after appearing on audition program ‘Produce X 101’. How did you endure those times?
Watching my friends debut while I waited was tough at times. But the pride I felt standing on stage with these members—and meeting fans who found me again after five years—was indescribable. When supporters from the show days still cheer for me, I know that’s not easy, and it pushes me to work harder. Thanks to fans who waited and new fans who joined us, I find happiness in being an idol every day.
Is there a moment that made you think, “Debuting as NOWZ was the right choice”?
We all think a bit differently, and there’s beauty in that. Our differences create a unique sparkle that words can’t fully capture. Instead of ignoring those differences, we respect them, and that effort deepens our bond.
A member YOON said the team’s on-stage “pursuit” has aligned. Do you agree?
Early on, YOON’s idea of “pursuit” was the most different, actually. (laughs) But as we worked together, we grew closer and our directions converged.
You were a competitive cyclist and still ride. How does that help your idol career?
I still often use a bike just to get places fast. (laughs) But the athlete mindset absolutely helps. Compared to the extremes I experienced training—like brutal diets—idol life’s toughest stretches feel surmountable. I built the mental “muscle” to push through.
The group rebranded from ‘NOWADAYS’ to ‘NOWZ’ in July. As a team leader, what changed in your approach?
With a new name, I felt we had to show a sharper identity. We’re increasing our creative input across the board—songwriting, choreography, stage ideas. It’s not me leading alone.
Being all-Korean can be a strength but global work demands languages. How are you handling that?
Fewer communication errors among ourselves is one strength. At the same time, global work means we each study other languages, which becomes another advantage. YEONWOO and I focus on Japanese, SIYUN on English, YOON on Chinese. We’re not native-level yet, but with time and steady effort we want people to say we communicate smoothly despite being all-Korean.
You also performed at KCON LA 2025 held at Crypto.com Arena in Los Angeles this August. What kind of memory does that overseas stage leave you with?
‘KCON’ is such a massive stage where so many senior artists perform, so we didn’t want to treat it as just another show. We wanted to use it as an opportunity to grow and learn as a team. All of us closely watched the senior artists’ performances, focusing on what we were lacking and what we could improve.
What is NOWZ’s untapped potential?
All five of us are deep into songwriting. I want our full-length album one day to feature our own tracks and deepen our color as NOWZ. We sometimes share demos on Weverse—carefully chosen from what we’re working on—so please look forward to it.
After about a year and a half of activity, did you discover new charms in the members?
YEONWOO used to be very by-the-book as a trainee, but as we got closer after debut, I found a surprisingly clumsy, human side I love. JINHYUK and SIYUN were the youngest and initially hesitant to voice opinions, but now they’re among the most active in feedback. I rely on them a lot. YOON had the shortest trainee period, but since debut we’ve realized daily how much we learn from him—both as a person and an artist.
What’s the next step as you approach as a team?
From debut we promised our fans, approachable in daily life, striking on stage. BTS are my role model—flawless on stage yet warmly close to fans off it. That’s the kind of group we aim to be.
What does music mean to you now?
Honestly, at the very beginning I didn’t love music. But the longer I trained, the more serious I became about it. No one forced me. I study music every day now. At some point, I realized I’d fallen in love with it.
And as a K-pop Rookie of the Month, what does Billboard mean to you?
After “Produce X 101,” I briefly ran my own YouTube channel, and the channel name was “Billboard Guy” (laughs)! I even shared a 10-year plan, and “Billboard No. 1” was on it. It’s a little embarrassing to say out loud, but it’s still my dream. Achieving it as NOWZ would mean everything.
Yoon and Jinhyuk
Image Credit: Kim MinSeok YOON
As the main vocalist of the team, which NOWZs song and part best showcase your voice?
“TICKET.” It’s about breaking out of routine and chasing freedom and hope. The soaring high notes let my tone cut through. I cared not just about height but about releasing emotion naturally—that’s why I’m attached to it.
What is your go-to vocal care routine?
Lots of water and a humidifier at night. If my condition dips, I speak less and keep my throat warm. The voice is an instrument, so I try to keep it in peak shape.
NOWZ is often praised for its chemistry. When do you feel it most on stage?
All five of us grew up in the same culture, so our energy and expression align. After training together for so long, our sense of dynamics—“This is where we explode”—clicks without words. When our breathing syncs on stage, I can feel the time we’ve invested. Even in rehearsals or shoots, you sense our energies crossing. That solidity is our charm. We also pursue the same stage identity: power.
You met many overseas fans this year, including at KCON LA. Any memorable moments or efforts to communicate across cultures?
We study languages individually, and we released a Chinese version of “Fly Freely” to get closer to global fans. Overseas stages always thrill me—you feel music transcend language. At KCON LA the crowd’s roar let us unleash our energy. We also performed a special cover of Stray Kids’ “MANIAC,” reinterpreting it with NOWZ’s color, which helped us connect even more. I’m grateful so many people embraced it, and next time I want to fill an even bigger stage with our own songs.
As the team’s mood-maker, how would you introduce each member?
HYEONBIN is a gentle leader who reads the room and keeps us centered. YEONWOO is meticulous and elevates our stage quality. JINHYUK anchors our performance with clean lines and strong energy. SIYUN is the face of the team with a striking presence that defines our image. As for me… the finest light tenor of my generation (laughs)! I like to think my voice is our fingerprint—you hear it and know it’s YOON.
You appeared in season three of Apple TV+’s ‘The Reluctant Traveler with Eugene Levy’. How did it feel introducing Hongdae and K-pop to him?
I was nervous at first—dancing our song in front of a national icon from Canada felt heavy. But when he said, “That was great,” it eased everything. It also pushed me to study languages harder. It was a new kind of stage and a big growth moment.
NOWZ will soon perform festivals such as ‘Color in Music Festival’ and ‘Waterbomb Macau’. Thoughts heading into those shows?
A festival stage has been our dream since before debut. We used to say, “One day we have to play a festival,” and now it’s happening. I want people to ask, “Who are they?” and remember us for that decisive moment of energy. Waterbomb Macau sounds refreshing already—performing with water? I’m excited.
Where do you see NOWZ’s “endless possibility” next?
We still have so many colors to show. We’ll try more genres, and all five of us want to write and compose more—ideally a full album of self-written tracks someday. I’d also love an album-level collaboration that proves, “YOON doesn’t only sing one kind of song,” and “NOWZ’s world is far wider than you thought.”
Your dream pop collaboration for Billboard readers?
Justin Bieber, definitely. His vocals carry deep emotion without excess—so clean. I’d love to channel that kind of expression in my own way, ideally across a cohesive album concept together.
JINHYUK
You were originally a Taekwondo athlete. What made you switch from pursuing sports to becoming an idol?
It all started when my mom posted a photo of me on social media. A company saw it by chance and reached out with a casting offer, and that’s how my trainee life began. I’ve always loved music so when the opportunity came, I wanted to give it a real shot. Still, I’d been an athlete my whole life, so I couldn’t quit right away. I spent about a year juggling both before realizing I was happier as an idol. After that, I decided to focus entirely on debuting as a singer.
What kept you going through eight years as a trainee?
My family, of course. They were my greatest support throughout the entire journey. I wanted to repay the love they gave me, so giving up never felt like an option. When I finally debuted, they told me, “You’ve taken your first step—keep moving forward.” My mom is a BTS fan, so she understands this job really well. On days when my face looks puffy on camera, she’ll tease me and send a screenshot. When I look good, she’ll text, “You look great today.” (laughs) We talk like friends, and that helps more than anything.
You also write and compose. Do you have a routine to improve your craft?
I trained myself to finish one song a day for a while. At first it was just a verse and a hook, but I kept at it. Sometimes the company gave me assignments, but honestly, my own drive was bigger. Over time, I started paying closer attention to lyrics when I listen to music—lines that feel relatable or phrasing I find beautiful. I jot those down. Melody matters, but I’m especially drawn to lyrics. I try to carry those little discoveries into my own songs.
You performed at KCON LA this year. As global expansion becomes essential for K-pop artists, what do you focus on when engaging international fans?
I like asking questions directly at fansigns—things like, “What made you support NOWZ?” “Which side of us stood out?” “Why did you become our fan?” (laughs) We build on that feedback to sharpen what makes us unique. I often hear that people enjoy the contrast between my charismatic stage persona as a rapper and my warmer side in content or at fansigns. “Fierce on stage, kind in person”—that comment stuck with me.
NOWZ is set to play the ‘2025 Color in Music Festival’ alongside BOYNEXTDOOR, TWS and more—your first festival since rebranding. What’s your mindset
That’s why this stage is so special. I want people seeing us for the first time to think, “Who are they?” and feel compelled to learn more. All of us love being on stage, and festivals have this free, celebratory atmosphere. I want a set where both we and the crowd can truly let loose and have fun together.
“Fly to the youth (Feat. YUQI)” hit No. 1 on China’s QQ Music chart. You’ve mentioned PENTAGON’s WOOSEOK also helped in the process. Did having label seniors make a big difference?
Absolutely. YUQI not only featured but also joined the songwriting and gave recording direction. WOOSEOK did the same—hands-on with writing and detailed with vocal production. Their feedback is frank but empathetic, so it helped a lot. Beyond lyrics and melody, they shared very specific recording tips. As a rapper, I learned so much from WOOSEOK—things like, “Try lifting the emotion here,” with concrete guidance I hadn’t considered.
What makes “Fly to the youth(Feat. YUQI)” special to you?
All members took part in the lyrics, so we could pour our hearts into it—and I think that energy reached listeners. Instead of just pumping up the mood, we used a guitar-driven track and a more conversational delivery. That restrained tone helped the message land with more sincerity.
Like your name “NOWZ”—“NOW” and “infinite possibilities (Z)”—where do you see the group’s untapped potential?
We want to show more of our live presence. There are concepts and genres we haven’t tried yet, and we plan to explore them. We also say often, “You’re only a true singer if you can sing live.” On music shows, award stages, and festivals, we’ll even sing a step higher than the recorded key to make the live feel come through. When people think, “They’re definitely singing live,” it’s incredibly rewarding. (laughs)
As CUBE’s first boy group in eight years after PENTAGON, you’ve earned Billboard’s K-pop Rookie of the month too. Any other title you’d like to earn for yourself?
Now I’m aiming higher. I’ve always kept “Daesang” (grand prize) in my sights. The members and I talk about it a lot—how proud we’ll feel when we give that acceptance speech one day. Ultimately, I want more people to know the name NOWZ, at home and abroad, and to feel our sincerity through the music.
Who’s your dream collaboration?
Post Malone. He’s the first artist I fell for when I discovered hip-hop. I use sing-rap often, and he inspired me a lot. Making a track with him someday is another big dream of mine.
Hyeonbin, Yeonwoo, Yoon, Siyun, and Jinhyuk
Image Credit: Kim MinSeok YEONWOO
You trained for seven years at CUBE entertainment. Known as the team’s “all-rounder” for your performance and vocal skills, your hard work really shows. What did you learn from the experience as a trainee?
I think I naturally picked up not just dance and singing, but also other skills like speaking and languages. All of that has helped me, especially on stage, where every detail matters.
A debut showcase must have been an emotional moment for you.
It was the moment of reaping seven years of effort and taking a new leap forward, so the excitement was unforgettable. I’ve faced many nerve-wracking stages since, but that one felt like my heart was literally going to jump out of my chest (laughs).
The title track of NOWZs EP IGNITION, released this July, “EVERGLOW,” is about running toward the light even in darkness. How did your pre-debut experiences shape you?
As a trainee, you’re always in a position where growth is necessary. There were times of improvement, but also moments that I’d call failures. Looking back, I think I learned the most from those failures. That goes for skills, but also for relationships. You really can’t know anything without experiencing it, and every experience ends up being important.
As a member of NOWZ, what do you feel you do best?
I’d say keeping the group’s performance in sync. I tend to dive deeply into things, so I notice a lot of details. I also watch the stage as a whole and often suggest ways to make it look even better.
How would you define NOWZ’s current identity?
With “EVERGLOW,” we tried to convey the message that even painful moments eventually shine. We’ve all felt the struggles of growing up and the uncertainties about the future, so we could put genuine emotion into that. On stage, it feels like we’re showing our true selves. We often talk about NOWZ’s ‘color’ as a group, but it’s still something we’re discovering. What’s certain is that we want to share stories that resonate with people our age, offering empathy and comfort to those watching. Hearing that someone felt comforted through our performances is incredibly motivating.
You mentioned energy, but that you were also comforted by BTS’s music during your trainee years. Is there anything that’s inspired you recently?
I recently saw a video from Travis Scott’s concert where the fans jumped so energetically that it created vibrations like an earthquake. I started thinking about what it must feel like to be on a stage like that, and what it is that makes people go so wild with excitement.
Having spent years at CUBE’s office building, you must know it better than most. Can you share a little?
There’s nothing really secret, but the building has about 15 vocal rooms and 5 dance studios. Recently, NOWZ even got our own floor! Before debut, I used to be a little intimidated by the fourth floor — that’s where we were evaluated by the performance director every Friday. Now, I feel completely comfortable going there (laughs).
At this point, what do you enjoy the most?
Nothing compares to being on stage. I’ve been chasing the dream of standing on stage for so long, and it’s where I feel most alive. Moving and singing on stage brings me the greatest joy and makes me feel truly fulfilled.
NOWZ have performed covers of Stray Kids’ “Back Door” and “MANIAC”, as well as NCT U’s “Seventh Sense”. What do you focus on when doing cover stages?
For “MANIAC” at KCON LA, we wanted a song that could match the energy of the local audience, and that’s what we chose. Stray Kids are incredibly energetic, and performing on stage while feeling that energy made it one of the most memorable stages for me. Watching other artists’ performances always inspires me — seeing different music and styles makes me realize just how wide the world is.
Do you have something you do just for yourself?
I recently started enjoying biking. From our company in Seongsu-dong to the Jamsu Bridge, it’s a decent distance, but biking makes it quick. I love riding while listening to music. I also enjoy gaming, of course. And, honestly, the little happiness of lying in bed after everything and feeling the coolness of the blanket — that’s pure bliss.
What comes to mind first when you think of ‘Billboard’?
BTS! I’ve always admired them, and seeing their Billboard records made me imagine a bigger world. It also reminds me of my trainee days when the company told us to check the Billboard charts to understand global music trends.
As K-pop reaches audiences all over the world, what’s a dream you hope to achieve?
It’s always amazing to see people doing ‘dance challenges’ with our songs. One day, I’d love to hear someone singing our music casually while walking down the street. I’ve seen moments like that in BTS’s overseas vlogs, and while it may be routine for them, I can’t help but imagine how incredible it would feel for us to experience that too.
What does music mean to you right now?
Music feels like the ocean. I’ve explored some parts of it, but there’s still so much to discover. I’m curious about the things I haven’t experienced yet. I want to dive into broader genres and keep exploring the depths of music.
SIYUN
Your first EP IGNITION has been described as showcasing NOWZ’s new identity. Aside from the title track “EVERGLOW”, is there another track you’re particularly proud of?
Definitely “Problem Child”. The concept itself felt fresh and fun to me. I remember writing the lyrics excitedly while waiting in the car on set during the music video shoot.
You’ve been working closely with member JINHYUK, who’s also born in 2004. How do your studio sessions usually go?
Usually, late at night, I listen to the beat and think, “This could work — let’s try this together,” and I’ll take JINHYUK to the studio(laughs). Sometimes we try writing in our dorm first, then go back to the studio to record. Other times, we just head straight to the studio and start working. Since we’re both rappers, a lot of our work is collaborative.
And he follows along willingly?
Honestly, I need JINHYUK! I’ve learned so much from JINHYUK. I used to work really slowly — sometimes it took me a week just to write four bars. Thanks to him, I can put something together relatively quickly now.
What joy do you get from participating in the songwriting process yourself?
I know my pronunciation, tone, and flow better than anyone. So if I want to show my style at 100%, it’s better for me to be directly involved. Of course, there’s also the pride I feel when people like the songs I’ve worked on. That’s really rewarding.
Once you described yourself as “someone who can do anything.” Do you feel the same way now?
Absolutely. I feel like I’m constantly proving myself. When I first started as a trainee at 17, my dancing and singing were really clumsy. Looking back now, I can see how much I’ve grown — my speed in songwriting has improved, and my vocal parts have gotten stronger too. There have been many moments where I’ve realized, “OK, I can do this.”
What has motivated you to keep pushing yourself?
These days, so many people start training or debut at a very young age. Since I felt like I started a bit later, I think it pushed me to work even harder.
You’ve been active for a year and a half since debut. Do you see areas where you can have more fun or improve?
I’ve never once regretted choosing this path. Even the tough parts feel worthwhile because it’s a career that truly fits me. The best part, of course, is having our fans.
Are there performances by other artists that inspire or motivate you?
Watching NCT DREAM’s “We Go Up” performance is what made me dream of becoming a K-pop idol. After our debut, I saw their “Smoothie” stage on a music show, and it was truly overwhelming. That was the day I really thought, “Wow, this is the epitome of K-pop idol.”
Your cover of MARK’s “Fraktsiya (Feat. Lee Youngji)” with Jinhyuk hit 1 million views on YouTube. What do you focus on when performing a cover?
Rather than just copying the original, I focus on emphasizing the parts where we can showcase our own charm. For example, when preparing Stray Kids’ “MANIAC” for KCON LA, I tried adding elements that suited me better and worked with the members to refine the key choreography points. It’s all about making the performance feel like us.
If you return to LA, what would you like to enjoy more?
The U.S. is really the center of the music industry. While performing and doing interviews there were invaluable experiences, I’d love to go deeper into the culture — participating in a songwriting camp, taking dance classes at local studios, that kind of thing. I’m also studying English diligently.
As a Billboard K-pop rookie of the month, do you remember the first moment that you were aware of ‘Billboard’?
During my trainee years, I was told that checking the Billboard charts would help me study rap, so I started exploring them. Artists like Drake were often at the top back then, and I think that really helped me. Now, being on the Billboard chart as a K-pop artist has become one of my personal goals as well.
After a year and a half as a five-member team, is there a particular member whose charm you hope more people recognize?
A lot of my and JINHYUK’s work has been released, but HYEONBIN has also created some amazing tracks. And Yoon is probably the most variety-show-savvy member in our team — I hope people get to see that side of him too.
What does music mean to you right now?
Music is like food to me. Just as I can’t live without eating, music is something I absolutely need. And depending on which ingredients I use and how I technically cook them, the taste can vary greatly — that’s how I see creating music.
English (US)