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The company notices that ARMY thinks company is seperating Taehyung and Jungkook, and the speculation is blowing up online. Instead of denying it, they lean in. They keep separating them, push JiKook moments in public, and watch the Taekook fandom go into overdrive trying to catch every small interaction. Negative marketing that works.
Post-military, the whole group flies to LA to write their new album Arirang. Taehyung — now fully in his own unhinged era — starts posting Taekook content constantly. Calls it fan service. Calls it free marketing. Doesn't realise he's reopening something Jungkook had almost finished closing.