[3] On July 18, 2024, the song was revealed to be the focus track from his second studio album Muse with an impending performance being teased the same day.

[4] On July 22, a pre-recorded performance of the song was broadcast on The Tonight Show Starring Jimmy Fallon, which was recorded before his enlistment in December 2023.

[6] A few days after release, the song went on to rise significantly on streaming platforms,[7] soon reaching number one on the daily global Spotify charts.

[14] "Who" accumulated 90.5 million streams and 129,000 sales worldwide during its release week (tracking period dated July 19–25, 2024), earning a number one debut on the August 3 issue of the Billboard Global 200.

[16] Jimin wanders through the streets at night searching for his "love" while singing about missing someone he has never met before and dances with a troupe of dancers.