K-pop can often be a microcosm of confusion. The newly debuted BE BOYS have nothing to do with the soon-to-premiere survival series B:MY BOYZ, but you’d be forgiven for making the easy mistake. Up until about a week ago, I assumed the two were one and the same. Instead, this rookie group is the first act to come from OAK Company — an entity I’ve never heard of but assume is stationed within some huge tree, Gummi Bears style. They’ve debuted with a track whose title recalls one of K-pop’s most iconic hooks, which has to be intentional, right?
The nugu is strong with this group. Sometimes, you can just hear it in a song. I’m So Sorry, But I Love You has big ambitions to recreate bigger hits (Seventeen’s funk here, BOYNEXTDOOR’s attitude there), but the result is constrained by a number of factors. The production feels plug-and-play, lacking an identity of its own. And though the guys burst forth with a ton (and I mean a TON) of energy, the vocal performance often feels strained and drowned out by the boisterous instrumental. Their upbeat energy earns them some points, but even this begins to dissipate as the track wears on. And without any memorable hooks, I’m So Sorry, But I Love You passes by without leaving much of a mark. As with any newly-debuted group, I wish them the best.
| Hooks | 7 |
| Production | 8 |
| Longevity | 7 |
| Bias | 7 |
| RATING | 7.25 |
The Bias List // K-Pop Reviews & Discussion 
We went from TLA names (that’s Three Letter Acronym) to everything Boys and Boyz.
Well I like it. It does resemble the debut-era Seventeen in earnestness and flair and funk. I am the type to give extra points for delivering ENERGY, and they do that in spades. Like little excited puppies wanting to play all day.
I would give it … oh, my heart is saying mid 8’s with that bonus energy point but my head is saying flat 8. I am also looking forward to whatever they release next.
(side note – I never really liked The Boyz name because it is so undifferentiated. Most Boys or Boyz are The Something Boys to declare their persona, not just any boys but The Something Boys. and then somewhere early and often they chant their name. Backstreet’s back oh yeah! Hubby collects old school hip hop so I hear Fat … bo-oyyys on the stereo often.)
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A perfectly nice boy group debut song. It sounds youthful but not childish. I checked their ages and they are actually young guys (17-22), which makes the energy authentic, I guess. If they are going to take inspiration from other groups, early Seventeen and BND are actually great. 8/10 and I also wish them the best (these days, every time a new group from a small company debuts my heart breaks a little)
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They have a very infectious energy, don’t they? I wish them the best! Fun debut that makes me curious to see where they go from here, even if I’m not 100% sold on the song itself.
The Gummi Bears reference brought me joy, thanks for the mini nostalgia trip!!
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