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On October 9, 2024, a South Korean media outlet, Ilgan Sports, reported HYBE's statement on BTS’ Jungkook's missed opportunity to perform at the Super Bowl halftime show with Usher due to his military enlistment. The statement caused disappointment among fans. The performance, which would have marked a significant moment in K-pop history, was confirmed in an article by The New Yorker.
It was recently reported that Usher, who collaborated with Jungkook on the remix of Standing Next to You from the BTS member's solo album GOLDEN, had extended the invitation for the performance. However, Jungkook’s military obligations prevented him from accepting the offer. When the media asked about it, HYBE responded,
"We have nothing to say."
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This frustrated the fans who felt the agency was neglecting the artist's solo career. A user on X, @chartslayjeon wrote,
""we have nothing to say" WTF???? AT LEAST FAKE THAT YOU'RE SAD."
"Caught in 4k that's they have nothing to say. What a useless company," a fan commented.
"oh this company is a MESS but when we said jk needs a better company for his solo career management y'all jumped on us. they will always hold him back from opportunities to shine and we know why your downfall is coming soon!," an X user wrote.
"They know they have no excuse absolutely nothing," another fan remarked.
"Whole country is talking about how big of a missed opportunity it was," another X user commented.
Fans also highlighted the significance of the Super Bowl halftime show, emphasizing the immense global fanbase and viewership of the event. Many argued that the label, HYBE, could have made a greater effort to postpone Jungkook’s military enlistment by just 2-3 months, as he was still under 30, the mandatory age for military service.
"Fact is that Superbowl wasn't just JK's loss. He represented ASIA, Korea & BTS. They ALL lost," a fan commented.
"K-Govt might not even know JK was invited. Not impossible that Hybe/BH kept quiet about it. They didn't tell JK FIFA wanted just him for Dreamers till the last minute. He also didn't know he was to perform live," another user wrote.
How was the Super Bowl a missed opportunity for BTS' Jungkook?
The Super Bowl halftime show, one of the most prestigious music stages in the world, has previously featured legendary artists like Michael Jackson, Beyoncé, and Rihanna. No K-pop artist has yet performed on this stage, and fans of BTS, known as ARMY, expressed disappointment that Jungkook could have been the first.
Meanwhile, cultural critic Kim Heon-sik criticized HYBE for underestimating the importance of this stage, noting that the Still With You singer's appearance could have showcased his solo career and bolstered BTS' global influence.
The idol's achievements, including his solo album GOLDEN and his performance at the 2022 Qatar World Cup opening ceremony, have set unprecedented records for a Korean solo artist in the U.S. His potential appearance at the Super Bowl would have further solidified his impact, making the missed opportunity particularly regrettable.
Jungkook has been serving in the military since December 2023 and is expected to be discharged in June 2025.
