SoRan has released their new single There Is No Sin in a Loving Heart and simultaneously sparked a phenomenon with the so-called “Sama-jo/罪 Challenge,” which has exploded in popularity on social media. The track, issued on October 17 as the title track of the mini‑album DREAM, carries a message not to dwell on past heartbreak or self-blame for love lost.

The challenge, launched soon after the release, rapidly gained momentum, drawing participants from across the industry—from idol groups to bands and vocalists. Notable participants include Wonhee from Ailet, Kang Seung-yoon of WINNER, Jung Yong-hwa, Enho of PlayB, Heize, Jihoon of Tours, Kim Min-seok of Melomance, KiKi KiYa, Paul Kim, Yuju, Taesan of Boynextdoor, Kim Min-jae of iDID, Hyojin of ONF, Kihyun of MONSTA X, HYNN, ITZY’s Lia, Ju Woo-jae, Hanbyeol Lim, Chen, Yoo Hye-seung of N.Flying, Kwon Jung-yeol, Hyojung of Oh My Girl, Young K, Seo Eun-kwang of BTOB, Hyun-woo of Sykers, Bolbbalgan4, Na-kyung of TripleS, Han-eum Jang, Yunmin of Touched, So Subin, Hayoung of Fromis Nine, Jungsu of Xdinary Heroes, Jung Eun-ji, Youngjae of GOT7, Dragon Pony, and more. The spread spans from idols to bands and other vocalists, reflecting a broad cross-section of the scene.

As moreChallenge videos surfaced, the pace of spread quickened, and fans and the general public have flooded social platforms with requests to participate. In particular, MONSTA X’s Kihyun answered fans’ calls for a full version by releasing a duet version with SoRan’s vocalist Go Young-ba, adding momentum beyond a simple challenge and turning it into a new form of content.

In addition, industry sources have noted that the challenge thrives on a melody that’s easy to sing along to, the song’s solid musicality, and a unique structure that layers other artists’ voices over band music. This combination is described as a major factor driving the rapid spread across generations and across genres.

MPMG MUSIC has indicated it will continue expanding the challenge and keep revealing diverse content to engage fans. The piece also notes that SoRan is planning winter concerts in January at YES24 Live Hall, signaling further fan engagements (future plans noted in coverage).