Additional pages of the music industry report, partially discussed during a National Assembly audit, where HYBE’s COO and Belift Lab CEO Kim Tae Ho was present, were released.
On October 28, Sports Kyunghyang reported on the extended contents of the report, which it had obtained. The new documents include not only comments on HYBE idols but also harsh evaluations of idols from other entertainment agencies regarding their appearances. Other mentions include controversies over personal lives, online community opinions, and viral marketing strategies.
The music industry report was first revealed during the audit by the National Assembly’s Culture, Sports, and Tourism Committee on October 24. Compiled weekly, this report was reportedly circulated by A, a former music critic and now editor-in-chief of Weverse Magazine (published by HYBE subsidiary Weverse Company), to HYBE chairman Bang Si Hyuk and executives.
According to Sports Kyunghyang's exclusive report, the music industry report covered idols from major agencies like SM Entertainment, YG Entertainment, and JYP Entertainment, as well as smaller agencies like Cube Entertainment and Starship Entertainment.
The unaltered original document raised concerns, with most controversies centering around comments on idol appearances. The newly released portions intensified the criticism.
For example, regarding an SM Entertainment idol group ○○○ member ○○, the report stated, "It seems SM, once the symbol of ignoring criticism, has been forced to change, either by adding monitoring personnel or updating its feedback system. Recently, there was a considerable negative response to ○○. Coincidently, there was an anonymous report that ○○ made a 10 million KRW (~7,217 USD) donation to an animal welfare organization."
Commenting on the donation, the report added, "Choosing an animal welfare group seems like a move to overly win over X (formerly Twitter) users. Sending exactly 10 million KRW is also rather convenient, given the verification process required for donations above this amount, making it difficult to remain anonymous. They appear to have quickly adopted an over-responsive approach to X issues, which could signal a shift in company direction."
In addition, comments were made on another member ○○○ who appeared on a variety show. The report criticized the scripted nature of scenes, such as buying and awkwardly preparing watermelon punch, and labeled the narrative style "tacky." The report said, "On the way home, ○○○ bought a watermelon, carried it back, and awkwardly made a fruit punch with it—such a staged process that it was almost absurd. While doing makeup, a staff member suddenly brought up ○○'s donation to an animal welfare organization, emphasizing it as a good deed in a manner that felt overly tacky." On another member ○○, rumors were mentioned about allegedly texting a boyfriend during filming saying, "Some rumors were going around that ○○ was just hyping things up here and there while actually texting on their phone the whole time, sparking speculation that they might be messaging their boyfriend during the broadcast."
Cube Entertainment group ○○○ was also criticized: "Their makeup, featuring bold vertical script on their faces, looked like gang tattoos, and the company even encouraged taking photo cards in this look. ○○○’s success seems largely due to the members' determination rather than company direction."
Additionally, the report mentioned that the team "failed to adequately manage its vision, resulting in the hit of '○○ (song title)' while unresolved internal issues festered. The atmosphere suggested that these underlying problems would persist like a thorn during times of crisis. It seemed unlikely that ○○○ had somehow resolved these contradictions with the new album."
Regarding a mid-sized agency’s group ○○○○○, the report critiqued a dance video for a track featuring all 16 members, noting that "it abandoned the in-depth style of the original 'Gangbuk ○○○ (HYBE group)' and instead took on a shallow, late-stage Japanese idol vibe. The choreography, which had been touted as 'massive' during an overseas tour, was described as amateurish—far from justifying the 'grand' label, with member styling and preparation barely exceeding the level of a university club."
A Starship Entertainment group was also discussed in nearly disparaging terms. The report noted, "○○○’s sudden jump in popularity has raised doubts among many about the group’s authentic appeal. There is also a notable attempt to cast a disliked image on member ○○○, making it risky for them to display any overt swag."
The report downplayed the group’s popularity, stating, "While younger audiences, especially elementary schoolers, may show affinity toward ‘○○○ ○○ (song title),’ differences in reaction between the early 20s and 30s suggest that the song’s 'viral' status could be a deliberate marketing push rather than genuine trendiness."
It also mentioned a member from their own group ○○○○○ attending another agency artist’s concert, noting, "This time, they attended so openly that surprisingly there wasn’t much backlash. In fact, rumors of ○ (member name) dating have brought unexpected freedom for the other members in terms of privacy. If there’s an actual relationship, it makes ○○ rumors less believable."
The report also analyzed trends in online communities and social media, identifying viral marketing points relevant to their own idols. Notably, there were terms hinting at NewJeans.
Regarding the debut album sales of HYBE group ○○○○, the report suggested "a need to categorize it differently from the traditional 4th-generation framework, grouping it with '○○○○ (YG Entertainment) - ○○○○ (HYBE) - ○○○ (SM Entertainment) - ○○○ (Starship Entertainment).' They mentioned being overwhelmed by the '○○○' wording for days and suggested dropping 'New' for a fresh branding."
The report also touched on re-contracting issues of group ○○○○○, detailing fan reactions and online discussions about each member. The report stated, "Recently, the fandom for ○○○○○ has seen numerous internal issues, yet pinpointing a specific cause within the team is challenging, so fans are likely to direct their frustrations toward the agency. There has been an increased demand for legal action on platform ○○ as part of this trend."
The report further noted another member ○○'s situation: "An internal leak about ○○ antis was circulated, attempting to justify a public revelation. However, since the target is within ○○○○○, it hasn’t expanded much. Still, it seems some fans decided to vent their frustrations, even sending protest trucks to HYBE headquarters."
HYBE clarified that the report in question was monitoring data, not an official HYBE statement.
Previously, HYBE COO and Belift Lab CEO Kim Tae Ho responded at the National Assembly audit on October 24, where parts of the report were revealed, stating, “While this document was created within HYBE, it merely contains monitoring data and does not represent HYBE’s stance. We acknowledge the report’s inappropriateness and will work to prevent similar issues from recurring.”
In an official statement posted promptly on its website after the report’s release, HYBE explained, “The monitoring report disclosed at the National Assembly’s Culture, Sports, and Tourism Committee audit collects various opinions and public sentiment from fandoms and the industry. It compiles responses from communities and social media as-is for reference by a small internal group and does not reflect HYBE’s position.”
HYBE further emphasized, “The report also includes positive feedback from fans, which we as an entertainment company should take into account. We will hold those who selectively edited and leaked only the provocative content accountable, as it falsely suggests that HYBE created a document criticizing artists," which provoked anger among assembly members.
After members and committee leaders voiced criticism before the session adjourned, Kim Tae Ho subsequently reviewed the official statement and clarified that “there will be no attempt to track down the leaker.”
Despite HYBE’s explanation, the release of the report, containing content perceived as near personal attacks, triggered widespread backlash among entertainment agencies and K-pop fans. The report quickly circulated on various online communities, with many expressing anger.
Attorney Noh Jong Un from Jiwon Law Firm told Sports Kyunghyang, “The report specifically names idols from other major agencies and contains numerous derogatory remarks and false statements, which could constitute defamation or slander. Although intended for internal executive review, the external leak suggests that HYBE employees beyond executives may have had access to the document.”
As the backlash continues, all eyes are on HYBE to see if they will issue further clarification or maintain silence.
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