ATEEZ, who debuted under small-scale agency KQ Entertainment in 2018, successfully penetrated the domestic Korean music streaming market after approximately 8 years, leveraging their established overseas fanbase. Their mini-album 14th installment 'GOLDEN HOUR: Part.5,' released last month, achieved its title track 'BAD' climbing to No. 21 on Melon's Top 100 chart, with rankings rising over time rather than declining—an unusual pattern for boy groups. The song's success was driven by member San's chest-thumping performance becoming viral on short-form video platforms, sparking challenges participated in by actor Lee Sang-i, dancer Lee Jeong, YouTubers, and other public figures across different fields. Internationally, ATEEZ is already an elite group, with 'GOLDEN HOUR: Part.5' reaching No. 1 on Billboard 200 for their third time since 2023 and 2024, boasting the most Top 10 Billboard 200 entries (9 albums) among groups active in the 2020s. They became the first K-pop boy group to perform at Coachella in 2024 and attracted over 200,000 attendees in North America and 180,000 in Europe during their world tour.