How San Sparked ATEEZ's Rise on Korea's Top Chart

K-POP boy group ATEEZ has landed inside the upper tier of Melon's Top 100 for the first time since its debut. After years of building a bigger footprint overseas than at home, the group is finally converting that global standing into domestic chart results in its ninth year.

As of 9 a.m. KST on the 20th, ATEEZ's new song sat at No. 18 on Melon's Top 100, the group's highest ranking on the chart to date. The 9 a.m. window is one of Melon's most-watched slots, capturing morning commuters and reflecting listening habits beyond the core fandom. What stands out is that the song has been climbing steadily since release, not spiking briefly on the back of a viral clip. Actual streaming demand is growing.

Member San, whose real name is Choi San, is at the center of the buzz. A section of the new song's hook, nicknamed by fans the "let's all die part," has spread quickly on short-form video platforms and online communities. The moment pairs a sharp facial expression with intense choreography, and it has pulled in viewers well outside the existing fandom.

Last year, during promotions for "Ice On My Teeth," San picked up the nickname "Northern Grand Duke" for his cold, heavy stage presence. With "BAD," he has leaned into a hotter, more explosive tone and earned a new tag, "Southern Grand Duke." The hook, in which he strikes his chest hard on the beat while holding an intense expression, is the part driving the short-form spread. Comments online read along the lines of "I looked up ATEEZ for the first time because of Choi San" and "I came for one member and ended up curious about the whole group."

The moment is not just a short-form story, though. ATEEZ has been building credibility abroad for years. The group hit No. 1 on the Billboard 200 in 2023 with its second studio album, "THE WORLD EP FIN : WILL." It repeated the feat in 2024 with its 11th mini-album, "GOLDEN HOUR : Part2," and again in 2026 with its 14th mini-album, "GOLDEN HOUR : Part.5," giving the group three career No. 1s on the chart.

ATEEZ is now regularly grouped with BTS, Stray Kids and SEVENTEEN as one of the largest-touring K-pop boy groups overseas. Its world tour "IN YOUR FANTASY," which opened in Incheon last July, ran 34 shows across 25 cities in North America, Japan, Asia and Australia. The group has played stadiums and major arenas and built a solid international fandom, but at home its mainstream profile has trailed its overseas reach. That gap is exactly what makes the current run notable. ATEEZ is starting to translate global success into domestic numbers.

For attention drawn by one member to spread across the group, the other members have to hold up on their own. Viewers who click through to watch stages can lose interest fast if no one else stands out. Beyond San, each of ATEEZ's eight members brings something distinct. Hongjoong and Mingi rap in clearly different styles, while Jongho anchors the group with strong live vocals. Seonghwa offers detailed expression and steady singing, and Yeosang fills the stage with a soft tone and a solid presence. Yunho and Wooyoung carry the performance side. It is why fans often say ATEEZ is a group that gets more interesting the more you learn about each member.

The softer side of the group, a clear contrast to the stage intensity, has become its own talking point online. At a fan meeting held last weekend, the members split into pairs for unit stages. Hongjoong and Yeosang drew wide attention with a reinterpretation of KARA's "Pretty Girl." A cover of CUTIE STREET's "Gwiyeopgiman Hamyeon Andoenayo" also stood out. Dressed in different colors and playing up a bright, lovable side, the members offered a full reversal of their usual image. Clips and photos from the stages have spread quickly through short-form content and pulled a warm response.

The current moment is the product of two things at once: San's personal viral pull and the musicality and team strength that ATEEZ has built up over years. Recognized abroad first and now gaining ground at home, ATEEZ is heading into its ninth year with a real shot at a new peak.