It was previously reported that the group Highlight had retained the rights to use B2ST's trademark. The group had debuted under the name B2ST at Cube Entertainment but had been unable to secure the group name rights as they left Cube.
Many fans had long been waiting for the day the group may potentially be able to use their original name again, and with the news that they had reached an agreement with their former agency, fans were delighted by the news.
Fans gathered on a Korean online community to share their thoughts on the matter.
"Oh my gosh I'm crying...congratulations!"
"Congratulations! You worked so hard for this!"
"Around Us seems to be doing a good job."
"7 years as B2ST, 7 years as Highlight, and now they can use both starting in 2024."
"Oh, this is finally happening. It was funny that they gave BTOB the license and kept it from B2ST. Cube is weird."
"The situation is a little different from when B2ST left and when BTOB left. Cube's CEO and executives are different, and B2ST did not renew their contract, but BTOB did renew their contract with Cube, and they negotiated until the end to renew their contract with Cube, but the negotiations broke down and they left. The situations and cases are a bit different between when B2ST left Cube in 2017 and when BTOB left Cube in 23."
"They didn't transfer the trademark rights, just gave them the right to use it. It's petty, but at least it worked out well. Congratulations!"
"Wow it took 7 years...."
"I'm so glad that they recovered the B2ST name again on the 15th anniversary."
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Cube finally woke up. Letting btob keep their rights and didn't let highlight was such a dick move. Glad they finally worked out a deal. im so excited to see what highlight is gonna do.