Why is Kadi braver now? Why is SM not interfering and blocking them like before? Is EXO no longer relevant to SM?
I've received dozens of Questions and messages wondering as to why Kadi are being more open nowadays, and I would like to clarify a few things, so instead of answering every Question in the inbox, I'm replying through this long post, so kindly read it all carefully in order to avoid asking this question again::
Here’s a Clean&Clear response:
I don’t think SM Entertainment being less strict with Kadi has anything to do with EXO becoming irrelevant or “less important” to the company—because that’s simply not true. EXO are still very relevant, still powerful as a brand, and still consistent money-makers for SM.
The real reason is that the K-pop industry itself has changed massively!
Over the past decade, SM—and other companies—have clearly realized that the industry has become far more open to LGBTQ+ themes, queerness, and same-gender intimacy. What used to be treated as a scandal, a blind item, or something to hide is now widely accepted, normalized, and even marketable. LGBTQ+ audiences, shipping culture, and “bromance” concepts have proven to be extremely profitable, and companies would be foolish to ignore that.
We’ve seen many Korean entertainment companies actively lean into BL/GL aesthetics, fan service between members, and queer-coded storytelling because it grows fandoms, strengthens shipdoms, and brings in serious revenue. Romance—regardless of gender—sells. And SM is very aware of that.
There’s also the bigger social context: Korea today is not the Korea of 14 years ago when EXO debuted. Media, fans, and the general public are far more open now. Being gay or queer-coded is no longer automatically framed as a scandal. In many cases, it’s actually on trend.
And that is why we saw a rise in popularity of Korean BL/GL drama all thanks to Same Sex Dating shows ( His man with 4 seasons now, and The Boyfriend etc..) breaking the stereotypes of Relationships and dating and shaping the mindset and the opinion of the Korean general public.
That’s why you’re seeing EXO members and newer groups openly interacting with the Thai BL industry, attending BL-related events, collaborating with openly gay figures (Jongin literally did a one on one dance challenge in GMMTV the biggest BL/GL drama production company in Asia and around the world, and he danced with the advocate and president of the gay community: Thai Artist Actor and singer Daou Pittaya, as well as Chanyeol, whom was a guest with a bunch of BL actors in GMMTV building on Thai National TV, as well as Riize attending BL Concerts 3 days in a row and meeting and having dance challenges with famous BL actors such as Phuwin Tangsakyuen, Santa Odumpoch and Joong Archen, Pond Naravit , Win Metawin, Bright Chivaaree and Lego of Lykn as well as the entirety of the group), and engaging with queer spaces without backlash from the company.
Seventeen's Joshua and Straykids members and other Kpop artists have openly met Western BL actors and in real life Gay/Queer figures and posed in pictures with them (Example: Joshua cutely yet proudly posing and interacting with Heated Rivalry Actors: Connor Storrie and Hudson Williams!)
SM wouldn’t allow—or encourage—this if it were harmful to the brand. They do it because it works!
So no, SM isn’t “letting things slide” because EXO don’t matter anymore. They’re doing it because the market has evolved. LGBTQ+ visibility brings attention, loyalty, international reach, and money. Why would they stop Kadi—or any other members—from expressing intimacy or queerness when it benefits both the artists and the company?
At this point, it’s not taboo. It’s strategy.
Ps: The artist Jongin danced with Daou Pittaya is an openly gay public figure and one of the most famous singers, actors and entertainers in Thailand, and he is engaged and soon to be married to his Long-term boyfriend "Offroad Kantapon".
And Lets Not forget Kim Junmyeon is literally Best friends with Mew Suppasit whom is openly gay ex Thai BL actor and he is the first Public figure from the BL world to Pop the Marriage Question to his Long-term boyfriend Tul Chai last year in what was described as the Nation's engagement ceremony.
