Are you manscaping? If so, you may want to stop. If you are just starting to get some of the upshaft public hairs, this could just be a result of sharp hairs working their way to the surface.
Be sure that you are cleaning well using soap and not some body wash. Mr Happy and the Boys need regular cleaning just as much as your armpits. Just do not be spritzing any smell good stuff in their direction.
Also, make sure you are wearing properly fitted underwear. Chafing can cause all kinds of discomfort in that region. If you have changed laundry detergents recently, go back to what you were using before.