Seventeen's Jeonghan and Joshua Launch JxJ Project with New Album and Tour
Jeonghan and Joshua, members of Seventeen, have launched their unit project JxJ with a new album and concert tour across six Asian cities.
Seventeen's K-pop sensations Jeonghan and Joshua have launched their highly anticipated unit project JxJ, releasing a new album titled "DREAMSCAPE and embarking on a concert tour across six Asian cities.
As part of this debut venture, the duo has been actively engaging with fans through social media platforms, including Instagram and Pinterest. Notably, they've created a joint Pinterest account, dubbed JxJ Diary, where they're sharing behind-the-scenes content and mood boards to build excitement for their album's release.
The choice of Pinterest as a platform for teasers is an unusual one in the K-pop world, with most groups opting for YouTube or Weverse instead. However, Jeonghan and Joshua believe that this move will allow them to connect more intimately with fans and share their creative vision in a unique way.
On JxJ Diary, the duo has posted a collection of photos and mood boards, which they describe as a little gift to their audience. According to Jeonghan and Joshua, they spent considerable time selecting content that would resonate with their fans, resulting in this innovative visual diary that showcases different aspects of their personalities.
The visual diary on Seventeen's joint account showcases a curated collection of photographs and behind-the-scenes moments, including candid shots and sneak peeks from their album photoshoots.
This carefully selected content is meant to inspire fans by tapping into the imagery and vibe of the album, encouraging them to express themselves in unique ways. The idea is for fans to draw inspiration from the album's aesthetic and incorporate it into their own lives through creative means. This approach speaks to a larger trend in K-pop fandom.
Seventeen has a devoted fan base that goes all out when it comes to supporting the group, collecting photo cards, attending concerts, and purchasing merchandise. The band's influence extends beyond music sales, with 4 million copies sold of their albums. Their NEW tour, which took place from 2025 to 2026, drew nearly a million fans across Asia and the US.
The success of Seventeen's tours is a testament to the group's global appeal and dedication to their fans. The fact that JxJ has become a new focal point for enthusiasts suggests that Seventeen's fandom is eager for more content and creative outlets to engage with.
The surge in interest in K-pop on Pinterest has created a prime opportunity for JxJ to establish a strong presence on the platform.
According to Ayumi Nakajima, APAC head of content partnerships at Pinterest, the collaboration with JxJ's agency was driven by the idea that fans connect with more than just the music itself. This approach recognizes that K-pop fans engage deeply with the visual and aesthetic aspects of their favorite artists and groups.
Pinterest has seen a significant increase in searches related to K-pop and Korean culture, with K-pop style rising 19% globally year over year and K-beauty searches increasing by 114%. In Japan, searches for K-pop fan art have surged by 368%, while trading card decoration" has seen a rise of 77%.
The JxJ diary on Pinterest is part of this trend, allowing fans to engage with the duo's creative world and ideas behind their music earlier than ever before. This early engagement can shape fandom-led commerce, as fans are more likely to participate in related activities beyond just purchasing music or merchandise.
The JxJ unit's music style is a fusion of different genres, including house, synthpop, and dance rock. This blend of styles creates a unique sound that showcases their individual talents while still being cohesive as a duo.
Their collaborative process involved sharing ideas and images to gain a deeper understanding of each other's artistic visions. By doing so, they were able to create something new and distinct from the group's overall sound. The duo also experimented with their vocals to introduce fans to a fresh side of themselves.
The chemistry between the two members is undeniable, and their unique bond has resulted in an album that is both a reflection of their individual styles and a new creation born from their combined efforts.
Facts based on reporting originally published by Business Insider.
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