Seventeen's hot new JxJ unit are showing off their chemistry — with a little help from Pinterest

Jeonghan and Joshua from the mega K-pop boy collection Seventeen are offering fans a aspiration to endure themselves in and a mood commission for shopping.

The two vocalists are debuting as a much-hyped unit, a spinoff of the 13-member band's activities. As of Monday, they'll be operating under the name JxJ — releasing their album, "DREAMSCAPE," and hitting the highway together for a achievement tour in six Asian cities.

In the meantime, they've been populating not lone their Instagrams, but additionally a sprawling ocular diary on their shared Pinterest account.

It's an engaging choice, as far as K-pop goes — usually, teasers are constricted to platforms akin YouTube or the K-pop-centric social network, Weverse.

In a written discussion alongside Business Insider, the duo described their interest in Pinterest as a method of introducing the "visual world," concept, and vibe of "DREAMSCAPE."

The mood boards and the buffet of photos they've posted for fans to feast on are additionally a "little gift" to their audience.

"JxJ Diary is a area we created to portion the idea and vibe of the gathering additional immediately alongside fans before its release. We spent a lot of period thinking concerning what benevolent of satisfied they would enjoy, and decided to initiate our first-ever Pinterest conduit featuring distinct sides of ourselves," the duo said.

The singers stated they wanted to examine the idea of "dreams" alongside the posts on their shared account. They've curated a gathering of photographs and behind-the-scenes moments, including everything from candid shots to sneak peeks of their gathering photoshoots.

"We anticipation fans volition obtain inspiration from the album's imagery and vibe, and province it in their own ways," they added. "It would be really fun to see them create their own type of 'DREAMSCAPE' on Pinterest by collecting photos, experimenting alongside styling, and curating images that indicate their individual tastes."

The endeavor about the boys

That invitation for fans taps into a K-pop fan economics in which an gathering is not lone heard or watched but additionally worn, collected, decorated, and remade.

The two Seventeen members pertain to a collection whose fan basis collects their photo cards, travels to their concerts, and goes all in on albums and merchandise. Seventeen's 2023 album, "FML," motionless holds the document for first-day revenue for a K-pop album, alongside additional than 6.4 myriad copies sold. The band's "NEW" tour from 2025 to 2026 saw them perform 31 shows in stadiums throughout Asia and four US cities, example near to a myriad fans, in individual and online.

JxJ now gives Seventeen's fandom item alternatively to get invested in: Jeonghan and Joshua together, and the similarities in their personal style.

Ayumi Nakajima, Pinterest's APAC caput of satisfied partnerships, told Business Insider the phase had seen a surge in involvement in K-pop, making it premier district for JxJ to established a foothold.

Nakajima stated that the collaboration alongside the duo's agency stemmed from the idea that K-pop fans nexus alongside additional than fair the music. Pinterest gives fans a area to "explore the ocular inspiration rearward the artist's stories" and "save what resonates alongside them."

Pinterest has seen a powerful surge in involvement for all things Korea on the platform. Searches for "K-pop style" rosy 19% globally twelvemonth complete year, during "K-beauty" searches rosy 114%. In Japan, searches for "K-pop fan art" climbed 368%, during "trading cardstock decoration" rosy 77%.

"What ocular experiences akin the JxJ diary do is bring fans into an artist's imaginative earth earlier, giving them additional period to affect alongside the aesthetics, ideas and storytelling rearward a release," Nakajima said.

"That first involvement can really form fandom-led commerce, since fans aren't fair showing up at the item of purchase," Nakajima added. "A look, a mood or a ocular citation can spark involvement weeks before person decides what to deteriorate to a concert, what attractiveness appearance to try, or what pieces they desire to buy."

Chemistry

As for the boys rearward the Pinterest board, they're prepped to assist up seven tracks spanning genres they're "exploring for the archetypal time" on the new album. The duet songs, from first teasers of the music, affect experiments alongside house, synthpop, and dancing rock. There are additionally two solo tracks — Joshua's punk rock offering, "Not Personal," and Jeonghan's dreamy bop, "Coloring."

"Seventeen has a certain energy whenever all 13 members are together, but we think the two of us have a distinct benevolent of chemistry whenever we are together," they told Business Insider. "Rather than trying to showcase item entirely new, we wanted to bring out our natural sides and idiosyncratic charms as much as possible."

The gathering is additionally the merchandise of "a lot of conversations" concerning the benevolent of art they all wanted to create.

"By sharing our ideas and the images we all had in mind, we were capable to comprehend all other's tastes on a deeper level," the duo said.

They took a brace of trips together, too, which helped them "get to cognize all another improved and form a direction that felt uniquely ours."

"We additionally experimented alongside our vocals to display a new flank of ourselves, so we anticipation fans volition bask and assistance this album," they added.

"DREAMSCAPE" launches on October 19 at 6 pm Korea time.