It looks as if the K-pop industry’s most popular K-pop group today, EXO, is ready to take the lead again paving the way not just for K-pop boy groups, but all K-pop groups in general. For the past couple of years, EXO has been taking a backseat to BTS (also known as Bangtan Boys and Bulletproof Boyscouts), but according to the latest analyzed data by the Korea Institute of Corporate Reputation, EXO has barely surpassed BTS in brand value. This means EXO is making a comeback trying to regain their former glory probably prior to their lawsuits.
Everything EXO has been doing this year, from the release of their third studio album EX’ACT and its repackaged version titled LOTTO to its individual members acting in K-dramas like Baekhyun in Scarlet Heart: Ryeo and Lay in Old Nine Gates, contributed as factors for their brand value. However, Goo Chang Hwan, the director of the Korea Institute of Corporate Reputation states EXO’s collaboration with Yoo Jae Suk was one of its biggest factors.
“The results of the September analysis for the brand value of boy groups show that BTS, which has protected its top ranking for a long time, has dropped down to second. EXO, which took first, are receiving good results in various music chart rankings, and while preparing the collaboration stage with Yoo Jae Suk, they grabbed a lot of attention from consumers.”
Needless to say, Hallyu fans of both K-pop and K-variety shows, especially those who are EXO-L and fans of Running Man and Infinite Challenge, are anticipating the EXO and Yoo Jae Suk collaboration. They’ve waited for so long, and now it is over as the most popular K-pop group in the industry today and the “MC of the Nation” show off their sweet singing and dancing in “Dancing King.”
For those who do not remember, the concept of EXO and Yoo Jae Suk collaborating for a special stage was a request made by Hwang Kwanghee on Infinite Challenge. According to Koreaboo, the episode “Lucky Letter” had the main cast write letters to each other detailing their wishes they hoped to come true. Kwanghee wished to see Jae Suk collaborate with EXO because Jae Suk loves to sing and dance.
Yoo Jae Suk has gone forward to fulfill Hwang Kwanghee’s wish proven by numerous pictures by Dispatch showing Jae Suk going to SM Entertainment to discuss with EXO how the collaboration should happen. As completion of the collaboration came closer, SM Entertainment helped build hype for it by releasing numerous behind-the-scenes pictures and video cuts of the dance practice through Infinite Challenge, as reported by AllKpop.
Apparently, Yoo Jae Suk was exponentially becoming more embarrassed as his fellow cast mates repeatedly commended him for a job well done, showering him with compliments. Even EXO joined in with the praise, admiring Jae Suk’s progress in quickly learning the choreography.
The EXO and Yoo Jae Suk collaboration titled “Dancing King” made its debut on Saturday, September 17 at 6:20 p.m. KST on Infinite Challenge, as reported by Soompi. The upbeat dance track features a funky, samba rhythm in which the music video features shots of the rehearsal and the first performance which took place at EXO’s EXO Planet #3 — The EXO’rDIUM concert in Bangkok.
“Dancing King” is now available for purchase and download on numerous online music stores such as iTunes and Google Play. The best part of purchasing the song is that all the proceeds will be donated to charity.
[Featured Image by SM Entertainment]