Bain was halfway through his band's Los Angeles concert on a crisp April night when the music stopped. In an oversized fur coat and black sunglasses, the 24-year-old K-pop star told thousands of fans: "Before I start the next song - I want to share something with you guys." A brief pause and then: "I'm [expletive] proud to be part of the LGBTQ community!" The crowd erupted in applause and screams as Bain broke into Lady Gaga's pride anthem: "Just put your paws up, 'Cause you were born this way, baby." In that moment, as he came out to the world, he was not nervous, he tells the BBC in an interview at his studio in Seoul - rather, he had been trying to "sound cool."
A handful of K-pop artists have come out as gay in recent years - but none as publicly as Bain. Even in 2025, that is a bold move in South Korea's entertainment industry, where stars are held to impossible standards. Admitting to even a heterosexual relationship is scandalous. "There were some people in the industry who knew [I was thinking of coming out] and warned me against it, saying it would be a risk," Bain says. "And of course, I thought about the risk - that we might lose fans. But then I thought, society is changing… I might gain more than I might lose."
That's the big question: has he thrown open the door to change in an industry that has become global but remains deeply rooted in a conservative South Korea? Bain, whose real name is Song Byeonghee, says he realized he was gay around the age of 12. Shortly afterward, he decided to pursue a K-pop career but kept his sexuality a secret, feeling it was "not allowed." "It wasn't something I questioned… I just thought I had no choice," he recalls. "There was no one else [around me that was gay]. I thought I could just pretend and keep going."
Bain has been a part of the boy band Just B since their debut in 2021. The group has released several albums and participated in reality shows, developing a solid fan base. However, years of concealing his identity took a toll on him. "I was so overwhelmed, I thought maybe I can't be an idol at all. I felt I'd been hiding so much. I decided to talk to Mom," he shares. His mother was the first family member he confided in about his sexuality, a conversation laden with mixed emotions and challenges.
Since coming out, Bain has received overwhelming support from both fans and fellow artists, quickly becoming a prominent figure within South Korea's LGBTQ community. While he expresses newfound confidence, he hopes that, over time, his identity will be seen as just a part of who he is, rather than a defining label.
Despite positive feedback, challenges remain. The taboos surrounding sexual orientation in South Korea still loom large. South Korean actor Hong Seok-Cheon was the first celebrity to come out as gay in 2000, facing significant backlash, but more recent figures like Holland, the country's first openly gay K-pop artist, and Jiae have also paved the way, albeit with their struggles. Bain's announcement has fostered considerable dialogue within the LGBTQ community, encouraging many to share their stories.
International fans have commended him for his bravery, highlighting the impact of public figures on social acceptance. However, Bain's journey has also illuminated the sharper disconnect between traditional values and the progressive wave sweeping through global K-pop fandoms.
The societal landscape still harbors strongly entrenched norms, with a significant portion of the public adhering to conventional family values and traditional roles. This continues to make discussions surrounding LGBTQ matters challenging in South Korea. Yet, Bain remains hopeful that his openness can inspire others to embrace their true selves and contribute to broader acceptance within the industry.
"I've spent so long pretending… I realized that because I came out, others felt safe to do so too," he states. As Bain embarks on this journey of self-acceptance and advocacy, he reflects on the many fans who have approached him post-announcement, reiterating the importance of visibility in promoting understanding and support for the LGBTQ community in South Korea and beyond.
