Most K-pop groups are formed through a familiar process: a company selects a fixed lineup of members, and the team debuts as a complete unit. Challenging that convention was SM Entertainment’s NCT system, first introduced in 2016. NCT members were meant to rotate through various configurations under the banner of ‘NCT U,’ emphasizing flexibility over permanence. While the concept made waves, it ultimately settled into a more traditional unit-based structure — an ambitious experiment that achieved only partial success.
However, leading this experiment even further is a K-pop label and creative house ready to take it head-on: MODHAUS. As a part of the label’s strategy, the act’s members are introduced one by one rather than being revealed all at once, and fans actively participate in shaping unit combinations through voting. All of this interaction takes place on COSMO, the company’s proprietary fan platform — distinct from HYBE’s Weverse or paid messaging services like Bubble — designed specifically to support MODHAUS’ participatory system.
MODHAUS is led by producer Jaden Jeong, a first-generation K-pop producer whose résumé spans groups, bands and solo artists, including JYP’s 2PM. With a deep understanding of both the industry’s mechanics and its long-term evolution, Jaden Jeong’s belief is clear: in a K-pop landscape dominated by major agencies, “modular idols” and meaningful fan participation can offer a viable alternative.
idntt is MODHAUS’ first boy group to emerge from this system. Following the debut of their first unit unevermet (7 members) last August, two additional units — yesweare (8 members) and itsnotover (9 members) — will be introduced in sequence. By 2026, idntt will operate as a full 24-member group. The members come from vastly different backgrounds: Some gained recognition through audition programs or as TikTok creators; others spent six to eight years as trainees at different K-pop agencies; some even lived entirely outside the idol system before joining. As they open up their journey — growing closer, making music together, and gradually becoming a team — fans are invited to take part in that process of discovery, shaping identity alongside the members themselves. One example: the choreography draft for unevermet’s “Adolescence” was selected through fan voting.
On January 2, the faces of yesweare, idntt’s second unit, were finally revealed. Just days before their comeback showcase on Jan. 5, Billboard Korea was able to capture a rare moment with all 15 members together — an encounter kept strictly under wraps until then. Watching the boys move through the studio, what stood out most was not the unit names or concepts, but the individuality each member carried.
jiwoon, the group’s leader and the eldest, began his trainee life at 22 — by industry standards, a relatively late start. When he says, “Age is definitely a factor in this industry. But it shouldn’t stop you from chasing your dream,” the conviction feels unmistakably real. dohun, who debuted at 23 after eight years of training at a major agency, speaks with similar candor about his journey. There’s towa, who came to Korea from Japan less than a year ago to pursue his dream, and kyuhyuk, idntt’s youngest, born in 2010. The time it took each of them to reach this point may differ, but their goal is the same: to stand onstage.
Fifteen individuals with distinct identities now step onto the same starting line. The title of the first song they will perform together? “Pretty Boy Swag.” Curious about the kind of swag idntt will bring? Step into their world. You may find it far more layered — and far more compelling — than you expect.
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