HYBE has once again denied implementing a reverse viral marketing scheme, in which negative publicity or controversy was used to generate attention.

On November 12, No Cut News reported HYBE’s stance regarding the controversial Weekly Music Industry Report for internal use.

According to the report, HYBE plans to take appropriate measures following an internal review of the former editor-in-chief of Weverse Magazine, who allegedly requested the document. Currently, the former editor-in-chief is temporarily relieved from his position until further notice.

HYBE explained that the former editor-in-chief created the internal document as a task separate from Weverse Magazine production and that the personnel who requested monitoring-related tasks were separate from the Weverse Magazine production team.

Previously, on November 1, an individual identified as Employee A, claiming to be a HYBE staff member, released additional portions of the internal document, stating, "Contrary to claims that reverse marketing was not implemented, many aspects mentioned in this report were actually carried out as planned."

Employee A further emphasized, "The purpose of this report is clear. Someone issued instructions with an agenda, and others faithfully carried them out."

In response, HYBE asserted, "The claims that our company conducted reverse marketing are not true." The company added, "We are considering necessary actions regarding these false claims of reverse marketing."

The impact of HYBE’s internal document, first revealed during last month's National Assembly audit, has continued despite CEO Lee Jae Sang's apology.

In a public petition on the National Assembly’s e-petition system, a request to revoke HYBE’s designation as a leading company has garnered over 50,000 signatures.

HYBE stated that it had apologized to the CEOs of the agencies of the artists mentioned in the document, either through phone calls or official letters signed by CEO Lee Jae Sang.

Netizens responded with comments such as:

"HYBE’s a blatant liar." 

"Are they saying they used outside personnel, not Weverse Magazine staff, to create this dirty report? That makes it even more serious." 

"I’m curious about where these separate personnel are from."

"Stop looking for whistleblowers and clean up the mess within."

"Looking at how they're reacting, something's going to blow up again."

"This is so low of them."

"Yes, please sue."

"What will they say about the huge amount of internal documents that was handed into the Assembly office?"

"They are going to be removed from their place."

"They are seeking out the whistleblowers?"

"Well.. sure... go ahead."

"They have more things buried that's corrupt for sure."

"This is so funny how HYBE's lies are being revealed."

SEE ALSO: K-netizens compare the Q3 2024 financial results of the Big 4 Entertainment companies