The relationship between a K-pop group and its fans is often described as a partnership, but for ALL(H)OURS, it is the very foundation of their existence. The fandom name, Min(ut)e, was chosen through a collaborative process that reflected the group’s gratitude. The concept is simple yet profound: an hour is made of sixty minutes. Without those minutes, the hour cannot exist. This philosophy informs everything the group does, from the way they interact on social media to the personalized messages they include in their albums.

Throughout 2024 and 2025, the group has hosted numerous “fan-call” events and “hi-touch” sessions during their world tours. These moments of direct interaction are what solidify a fan’s loyalty. Whether it’s Kunho’s leadership during a difficult performance or Xayden’s playful banter with fans on Discord, the members make a concerted effort to be accessible. This emotional labor is a huge part of why the fandom is so protective and supportive of the group.

This support is often manifested through the purchase of official goods. The ALL(H)ours Merch Store often sells out of items within minutes of a new drop, particularly when those items are tied to fan-voted themes or specific member designs. For the fans, buying a sweatshirt or a lightstick isn’t a transactional experience; it’s a way to contribute to the group’s longevity and success. As long as there are “Minutes” willing to invest their time and energy, the “Hours” of the group will continue to shine.