BOYNEXTDOOR made their official Japanese debut last summer, but it was with a re-recorded version of a single they’d already released in Korea. Count To Love is their first original J-pop single, and thus feels more like a proper step forward for them. It’s also the first BOYNEXTDOOR single to directly echo the sound of their mega-smash hit If I Say, I Love You.

I expect many more of the group’s songs to channel this energy as they seek to replicate prior success. It’s a style that’s very suited to the current Japanese market, as its sonic landscape borrows from popular trends that originated in Japan’s indie scene. It’s also a good match for BOYNEXTDOOR, though somewhat dulls the freewheeling spirit that makes their music so appealing. Count To Love is solid, but you can hear its edges being shaved off with each passing moment. And as usual with HYBE songs, a two-and-a-half minute runtime does the song no favors. The track is sprightly enough to fill that meager space with plenty of content, but it still ends on an unfinished note.

What we’re left with is a shadow of If I Say, I Love You‘s success. A shadow of greatness ends up being pretty great on its own simply because it’s emulating strong influences, but it would have been nice for Count To Love to cast off a few ideas of its own. It’s a catchy bit of fluff and works well within BOYNEXTDOOR’s discography. We just know they’re capable of more interesting material.

Grade: B