In a recent controversy, SM Entertainment has been accused of manipulating public opinion against HYBE. 

Allegations have surfaced suggesting that SM Entertainment used underhanded tactics to influence netizens negatively toward HYBE. According to reports, SM Entertainment employed a public relations company to manipulate public opinion online by using viral marketing such as releasing positive articles about SM Entertainment and releasing negative ones about HYBE.

It was revealed through a Telegram conversation that the public relations company Astraphe was tasked with viral marketing on behalf of SM Entertainment starting on March 1.

The accusations have sparked widespread discussion and concern among K-pop fans and netizens online. 

Korean netizens commented:

"They think it's okay to crush aespa, right? HYBE allegedly retaliates against SM Entertainment for this one thing, accusing them of trying to undermine aespa and even involving artists in the dispute. But now that it's been revealed that SM might have actually retaliated, the SM fans are just laughing it off."

"But seriously, SM has always had an inferiority complex, even when it was BigHit. They can never stand seeing BTS close the show."

"A company spending 1.4 billion KRW (1.01 million USD) on viral marketing is insane. There are probably a lot of paid posters on forums like Nate Pann too."

"They were saying HYBE was using viral marketing every time there were articles about HYBE... lol."

"I guess SM was being SM."

"But I always thought companies did this (viral marketing), whether it be HYBE or SM."

"I guess articles about LE SSERAFIM's Coachella performance were viral marketing too."

"There were articles about HYBE using viral marketing too though, lol."

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