SOME OF THE CONTENT OF HYBE'S INTERNAL RESEARCH

SOURCE: https://m.entertain.naver.com/article/144/0000996787?cid=1073787

A report intended for HYBE executives, found to contain multiple defamatory remarks about idols affiliated with other entertainment agencies, also included strategies for managing and responding to online communities. The Weekly Music Industry Report, authored by Editor A of Weverse Magazine (a subsidiary of HYBE under Weverse Company), contains an analysis of idol-related issues involving HYBE and other companies, with evaluations of online communities and social media trends by date.

The document, structured as an informational report, was distributed by email to HYBE executives, including Chairman Bang Si-hyuk.

Notably, the report includes detailed analyses of fandoms by agency for each online community. Referring to fan activities around a group under SM Entertainment, the report stated, “This level of excessive engagement, this pseudo-romantic fandom style, is an outdated approach in fandom culture and seems central to SM’s fandom identity.” It further claimed, “Their antiquated worldview reflects in their attitudes toward other members and groups, so much so that they are often called ‘that fandom.’”

The report also referenced another group, noting, “Reports suggest that staff at [Agency’s group] frequently gather at a girls-only café like [another name] to enforce fan behavior.” It continued, “Their consistent appeal to women in their 20s and 30s seems to be bolstered by engagement from places like [group’s name], with rumors that the agency directly supports this.” It analyzed further, stating, “They cause disturbances by reacting to negative posts about [group name] and lead in disparaging other boy groups, fueling rumors about [group name]’s ‘untouchable’ status in the idol world.”

In another instance, the report commented on a JYP Entertainment group member, noting that her book choice led to “a series of inflammatory articles on ‘Namcho,’ labeling it as a ‘feminist book,’” and that, “in times of struggle, some fans suggest she tried to ‘use feminist clout,’ which allegedly impacted the team.”

Additionally, the report proposed marketing strategies for HYBE’s own idols. Commenting on smoking-related controversies surrounding groups from other agencies, it noted, “Multiple smoking incidents have occurred within [group name], suggesting an oversight in practice rooms or self-produced content.” It added, “The community that reacted with outrage over paparazzi shots of [HYBE’s idol member] smoking outdoors now seems to ignore a similar scene of her smoking indoors in her content. This inconsistency is unsettling.”

The report recommended a viral marketing strategy for HYBE idols, suggesting that a reality show featuring members of [HYBE group] lacked domestic response but that more promotional content, such as shorts or blog diary formats, could improve international visibility.

It also advised creating comparable viral content using a “Maltese with soot on the face” meme approach for a specific idol member, by aligning dog breeds with each member’s persona.

The report highlighted a marketing point for [HYBE group]’s appeal, stating, “In terms of looks, stage presence, skills, and vision, there’s still an opportunity to attract domestic fans by promoting these aspects.”

Regarding another HYBE group’s concert in Thailand, the report noted that “the venue is typically reserved for top-tier Thai superstars” and suggested that simply showcasing the venue could have viral impact.

It also addressed a specific incident involving a member of another HYBE group, stating, “A critical article on [idol] garnered over 1,000 views on ‘Hot Topics,’ but the responses were largely negative.” It continued, “If it had involved [another idol], it would have generated far more controversy.”

Some portions of this report were disclosed by Democratic Party member Min Hyung-bae during the National Assembly’s Culture, Sports, and Tourism Committee’s state audit on the 24th, drawing public criticism for its disparaging remarks on idols’ appearances and abilities.

Minister of Culture, Sports, and Tourism Yoo In-chon, who attended the audit, called the language “excessive.”

HYBE’s Chief Content Officer and CEO of Belief Lab, Kim Tae-ho, who was also present, acknowledged, “The document was indeed written internally at HYBE but is intended for monitoring purposes and does not reflect HYBE’s official stance.” He added, “We recognize the inappropriateness of this report and are committed to preventing similar issues in the future.”

HYBE also issued a statement, saying, “The report contains feedback valuable to us as an entertainment company, alongside positive assessments from fans.” They added, “We will hold accountable those who selectively leaked provocative parts of the report to create a false impression that HYBE was criticizing the artist.”

However, the Culture, Sports, and Tourism Committee criticized HYBE’s response, particularly the warning of legal action against the whistleblower, leading HYBE to retract the statement. Representative Kim also apologized, stating, “Our intention in issuing the statement was to respond quickly to media inquiries and prevent misinformation, not to disrespect the National Assembly.”