Former Vogue fashion editor Monica Kim, who closely watched the rise of the K-pop group, has been making rounds on the internet for the past few days because of her new book, “The Meaning of Jungkook: The Triumph of BTS and the Making of a Global Pop Superstar.” Excerpts from the book, now going viral on social media, capture the journey of BTS’s youngest member, Jeon Jungkook, and how he’s become an unstoppable force. Kim believes the singer’s charisma and popularity go beyond his label’s heavy push, and that he’s only getting started. In the book, Kim also breaks down a chapter where three brands were chasing him for endorsements and recalls what went down during a 2016 concert, when Jungkook, completely exhausted and gasping for air, still insisted on performing because he didn’t want to let his fans down. This comes amid buzz that Jungkook might be heading out on a solo world tour soon.
Jungkook has a ‘punishing’ work ethic
“I was in bad condition. My body felt it, my head felt it, but I performed with only one thought in my mind: I won’t be able to see [these fans] for a long time,” Kim recalled Jungkook’s exact words from a 2016 performance. The backstage video from that show had gone viral back then, with fans slamming the label for its gruelling work culture that left the singer physically drained and visibly unwell. “There lies the reason behind Jungkook’s punishing work ethic: his devotion to his fans and the desire to repay the love he has been given,” Kim wrote. Fans have been calling it one of the most painful chapters in the book, as it describes moments where the youngest member pushed himself way past the limit, all to give that love back in the only way he knew: hard work.
“He’s said it sooo many times. In his Golden concert, in his lives. JK always credits his success to ARMY and wants to repay us. I worry he gives too much power to the ARMY and lets that dictate his choices. We don’t know what he sees online. I just wish people would stop projecting their wants onto him and just appreciate his effort,” one fan commented. Another added, “In no way should this be romanticised. It was extremely irresponsible for the staff to let him keep performing like that.”
3 brands chased Jungkook
In the same book, Kim described just how lucky Calvin Klein was to bag Jungkook as the face of the brand, an association that sent sales soaring within weeks, beating records previously set by its biggest names. Kim noted that at least three major fashion houses chased after Jungkook, but he turned them all down. “From my time consulting in the industry, I know of at least three top fashion houses that fought hard to get him but were turned away,” she wrote, calling the Euphoria crooner one of the true sold-out kings. Being the youngest in the group, the South Korean vocalist’s youth pull is unreal. He joined BTS when he was just 15, and his influence goes beyond music. From what he’s wearing to what he’s eating—if Jungkook touches it, it’s off the shelves. Kim labelled him one of the finest and most beautiful men she’s ever seen. “From all the groups and members, Jungkook is the best-looking man I’ve ever seen, the one who caught me completely off guard. Imperfectly perfect. ”
