Sunwoo, a member of the popular K-pop group The Boyz, has recently found himself at the center of controversy following insensitive remarks related to dating rumors involving fellow member Juyeon and actress Shin Sia. On June 10, 2025, Sunwoo took to a fan communication platform to post a message that read, "Eat up the novels and play Lumicube or come in." The term "Muggeum" (먹금), which he used, is a neologism meaning "do not mention or react to a specific topic," often employed on social media and online communities to discourage discussion about certain subjects.
This remark was widely interpreted as a directive to fans to ignore the dating rumors between Juyeon and Shin Sia that surfaced the same day. These rumors sparked intense speculation after photos circulated online showing the pair wearing matching necklaces and clothing, and social media posts fueled suspicions of a romantic relationship. Juyeon and Shin Sia had recently co-starred in the short film Young Young, which was selected for a special screening at the 26th Jeonju International Film Festival in May 2025, intensifying fan interest and scrutiny.
Despite immediate denials from both parties' agencies—Cre.ker Entertainment for Juyeon and Management Soop for Shin Sia—asserting the rumors were unfounded, the fan community's reaction was fierce. Many fans felt betrayed and deeply disappointed by the possibility of a relationship, given the sensitive nature of dating rumors within idol fandoms. Sunwoo's dismissive message was seen as tone-deaf and lacking empathy for the fans' feelings during this turbulent time.
The backlash was swift and severe. Fans criticized Sunwoo for his apparent disregard for their emotions, accusing him of being insensitive and careless. Recognizing the growing discontent, Sunwoo issued a public apology the following day on the same fan platform, stating, "I spoke too lightly and played a game without knowing the detailed situation of The Bs (the fandom name). Whatever the reason, The Bs seem to be more heartbroken, and I sincerely apologize." He acknowledged that his comment had been made without a full understanding of the situation and expressed regret for causing further upset.
This incident was not Sunwoo's first brush with controversy. Earlier in April 2025, he was embroiled in what became known as the "AirPods personality controversy." During a schedule, a video surfaced showing Sunwoo dropping his wireless earphones but not attempting to retrieve them himself. Instead, he reportedly exclaimed, "My AirPods," and waited while a security guard picked them up and handed them to him. The manner in which he accepted the earphones—using only one hand and without a visible expression of gratitude—sparked criticism of his attitude and character. Fans and observers alike viewed the behavior as disrespectful and indicative of a lack of humility.
In response to that earlier controversy, Cre.ker Entertainment acknowledged the incident, stating, "He is deeply reflecting on the artist's careless behavior." Sunwoo himself apologized via a fan communication platform, saying, "I apologize for causing discomfort and hurt to everyone due to my immature handling." Yet, with the recurrence of such issues, fans have expressed growing frustration and exhaustion over what they perceive as a pattern of thoughtlessness and insensitivity.
The fanbase's disappointment has only deepened amid the recent surge of rumors and allegations circulating online. Since June 10, 2025, the group's name, The Boyz, has trended heavily on X (formerly Twitter), with over 50,000 posts discussing various claims. Some fans have shared videos and photos alleging inappropriate behavior by group members, including smoking in public while wearing traditional Korean attire and attending private gatherings with underage individuals. One fan even accused Juyeon of bringing a woman other than Shin Sia to a moving vehicle during a schedule, while others raised concerns about the leader's conduct, suggesting it negatively influences younger members.
Moreover, fans have scrutinized Sunwoo's role in the recent controversy, highlighting his "Muggeum" comment as emblematic of a broader disconnect between the group and its supporters. A fan recounted an incident at a fan signing event where a member reportedly called a foreign fan "Sia," referencing the actress involved in the dating rumors, which further inflamed tensions. The accumulation of these allegations has contributed to a volatile atmosphere within the fandom.
In response to the widespread dissemination of these rumors and the ensuing fan unrest, Cre.ker Entertainment issued a strong statement on June 11, 2025. The agency condemned the spread of false information, calling it a "serious illegal act that severely infringes upon the artist's honor and character." They confirmed that they are actively monitoring online platforms, collecting evidence of defamatory posts and comments, and preparing to pursue criminal complaints and police reports under relevant laws.
The agency further warned that not only the creators and spreaders of false content but also those who amplify or sympathize with such behavior would face legal consequences. They made it clear there would be "no prior consultation or agreement" with offenders and vowed to hold all responsible parties accountable to the fullest extent.
Meanwhile, fans continue to grapple with a mix of emotions—disillusionment, anger, and concern over the future of their beloved group. Many express that mere apologies are insufficient to mend the damage caused by repeated controversies. They emphasize that fundamental issues of character and respect must be addressed, underscoring that artists exist because of their fans and owe them genuine consideration.
The ongoing situation places a spotlight on the challenges idols face in maintaining their public image and the delicate balance between personal privacy and fan expectations. For Sunwoo and The Boyz, the path forward will require not only transparent communication and accountability but also a sincere commitment to rebuilding trust with their supporters. As fans watch closely, the group's response to these trials may well define their legacy in the fiercely competitive world of K-pop.
