“I think it is genuine. The end of the season deals with that quite a bit. I think that’s also one of the discussions that in talking to the writers is going to be a focus. We’re also directly confronting the age-old love triangle of the Archie Comics, which, as you’d expect, is going to reappear and complicate quite a bit.” - Cole, talking about Bughead.
"I think she’s in love with him. She says, ‘I love Jughead,’ not 'I’m in love with Jughead,’ and I think there’s definitely a difference between those two things. But I do think that at that point in time, she’s falling in love. I really love them together, I really do. Some people either love them together or hate them together, but they make each other happy, you can’t deny that.” - Lili, talking about Bughead.
“They have a connection, unlike all the other characters, where their darkness kind of intertwines, and that’s beautiful. When they can still love each other through the darkness, that’s amazing. How he kisses her hand was actually my idea. I was like, 'That just shows the love. When you show someone such a vulnerable side of yourself, when they physically can kiss it to show you they love every part of you, that is love.’” - Lili, talking about Bughead.