(Photo courtesy of iNKODE)

[Hanteo News = Reporter KIM YEONWOO] KEYVITUP, the boy group produced by KIM JAEJOONG, has returned with new music. The group released its second EP ‘NA-GARI’ on November 9 at 6 PM KST, marking its first comeback since debut. The release is also drawing attention to JAEJOONG's growing career as an entertainment agency executive and idol producer, expanding beyond his work as a singer.

The new album features five tracks, including the title song ‘NAGARI’. Its concept reinterprets the Korean expression "nagari", which refers to a situation where plans fall through or things do not go as intended, as a symbol of new beginnings. Rather than accepting defeat, the group expresses its determination to turn things around and forge its own path forward, playing on the similar-sounding phrase "naagari", meaning "we will move forward".

Notably, all members participated in writing the lyrics for the title track and also contributed to the lyrics and composition of other songs on the album, demonstrating their growing creative independence.
 


The emergence of KEYVITUP also represents a new challenge for KIM JAEJOONG.

Since debuting with TVXQ! in 2004, JAEJOONG has achieved considerable popularity in Korea and overseas. However, his journey in the entertainment industry has not always been smooth.

In 2009, JAEJOONG, along with KIM JUNSU and PARK YOOCHUN, filed an injunction against their then-agency SM ENTERTAINMENT to suspend the validity of their exclusive contracts.

The three raised concerns over the excessive length of their contracts and the distribution of earnings. The court granted their injunction, allowing them to pursue independent entertainment activities.

The three subsequently formed JYJ and began a new chapter in their careers. However, their ongoing legal dispute with SM led to various restrictions on their activities.

The dispute was eventually resolved in 2012 through a court-mediated settlement that concluded the relevant contracts and legal proceedings.

JAEJOONG continued his career as a solo singer and actor. Having established his own musical identity through years of group activities and legal challenges, he embarked on another major venture in 2023.

Together with CEO Noh Hyun-tae, a former vice president of CUBE ENTERTAINMENT, he established the comprehensive entertainment company iNKODE.

JAEJOONG joined the company as both an artist and Chief Strategy Officer (CSO), taking an active role in discovering new talent and producing idol groups.

His decision to become a producer was rooted in the experience he had gained throughout his long career as an idol.

In a 2024 interview marking his 20th debut anniversary, JAEJOONG expressed his hope that younger artists could achieve dreams he had been unable to fulfill himself.

In particular, he explained that unlike the mysterious and carefully controlled image emphasized during his early TVXQ! days, he wanted younger artists to feel comfortable showing fans and the public their genuine personalities alongside their onstage personas.

He also shared his desire to create an environment where idols could express themselves more freely and sustain their careers for a longer time.

 


This vision first took shape through SAY MY NAME, iNKODE's first girl group produced under JAEJOONG's direction.

Debuting in October 2024, SAY MY NAME is a seven-member multinational girl group that includes Japanese member HITOMI.

Beginning with its debut track ‘WaveWay’, the group continued its activities with releases including ‘My Name Is...’ and ‘iLy’.

SAY MY NAME achieved particularly notable results with its third EP ‘&Our Vibe’.

Released on December 29, 2025, the album topped Hanteo Chart's weekly Album Chart for the first week of January 2026.

It recorded sales of 160,483 copies during the tracking period, setting a new personal record for initial chodong sales.

On October 17, the group also held its second-anniversary fan concert ‘SAY MY ACADEMY’. During the event, the members surprised fans by unveiling the new song ‘꾸꾸꾸’, creating a memorable experience for those in attendance.

Following SAY MY NAME, JAEJOONG introduced his first boy group, KEYVITUP, in April 2026.

The five-member group, consisting of HYUNMIN, TAEHWAN, SENA, JAEIN, and RUKIA, officially entered the K-POP scene with its debut EP ‘KEYVITUP’.

The debut album reached No. 1 on Hanteo Chart's real-time Album Chart. The group also topped the U.S. iTunes K-POP Music Video Chart and Amazon Music's Best Sellers in Songs chart.

KEYVITUP subsequently expanded its global activities by participating in events including ‘KCON JAPAN 2026’ and ‘KCON LA 2026’.

Approximately seven months after its debut, KEYVITUP has now returned with its second EP ‘NA-GARI’, demonstrating greater involvement from the members in the album's creative process.

The album's message of refusing to be confined by others' expectations and carving out one's own path reflects the ambitions of a rookie group standing at the beginning of a new chapter.

Having first made his name as a performer, KIM JAEJOONG is now pursuing a different path as a producer, creating opportunities for younger artists to take the stage.

Drawing on the challenges and lessons he experienced during his own idol career, he hopes to provide the next generation with opportunities to pursue their careers and express themselves in their own ways.

From SAY MY NAME to KEYVITUP, attention is turning to the next chapter of K-POP that KIM JAEJOONG will help shape as a producer.

 yeonwoo38@hanteo.com