BOYNEXTDOOR gives out free No Genre albums at supermarket, faces sales manipulation allegations

Pink Villa

4 days ago

BOYNEXTDOOR, a fifth-generation K-pop group, released their 4th EP, No Genre, in May 2025, showcasing their growth and versatility as artists over the past two years. Despite their talent and devoted fan base, the group's album sales seem to be less than what they expected. Recently, they have been at the center of controversy after their albums were spotted being given away for free at a supermarket, as shared by a Nate Pann user.
Is BOYNEXTDOOR giving out free No Genre albums to inflate sale numbers?
According to post in the online discussion portal Nate Pann, the HYBE LABELS -owned BOYNEXTDOOR gave out No Genre albums as freebies with the purchase of instant rice worth over 20,000 KRW (14.41 USD). This move sparked intense reactions from netizens, including allegations of sales number manipulation. Notably, No Genre sold over 1.16 million copies in its first week– between May 13 and 19.
This marked a significant achievement, showcasing the group's growing popularity. However, with the free album distribution issue coming to light, fans are doubting the authenticity of their million-seller status. Critics pointed to HYBE's alleged practices of pushing out album sales, which involves bulk sales to distributors with return clauses, potentially inflating sales numbers.
Fans weigh on other possible reasons for BOYNEXTDOOR free album distribution
The accusations of album sale number manipulation led to the undermining of hard work of Jaehyun, Sungho, Riwoo, Taesan, Leehan and Woonhak. Many accused their agency, KOZ Entertainment, for the plight of the boys. Weighing on the probable reasons for the move, they predicted them trying to get rid of unsold albums in this way. They criticized the unethical practice and even called the group "flop."
According to some, the reason might be potential promotional partnerships with the rice company. While mostly the reactions were negative, some dedicated ONEDOORs (BOYNEXTDOOR's fandom) defended their favourite artists, dismissing the allegations as unfounded. As per them, many spread hate by saying, "When it [HYBE groups] sells out it's hybe payola and when it doesn't it's nugu." The fans clapped back at such people, stating, "BOYNEXTDOOR DID A GREAT JOB AND YA IT'S TRUE OUR FANDOM IS SMALL BUT STRONG."