HYBE Faces Backlash Over Alleged Reverse Viral Marketing

HYBE is under fire after an internal report alleging the company’s involvement in reverse viral marketing was leaked online. The report, shared by a user claiming to be a HYBE employee, includes controversial evaluations of artists and industry figures. Public reaction has been sharply divided, with some communities condemning HYBE while others call for verification of the report’s authenticity.

HYBE Alleged Use of Reverse Viral Marketing Draws Attention

On November 1, an online community post allegedly shared an internal HYBE report, the “Weekly Music Industry Report,” revealing what appears to be controversial internal strategies. A user claiming to be a HYBE employee, referred to as Mr. K, shared materials to substantiate his identity, including over 900 pages of documents, a screenshot of an email from Chairman Bang Sihyuk, and an image of a HYBE business card. The materials suggest HYBE has engaged in “reverse viral marketing” to influence public perception.

Reverse Viral Marketing Controversy Surrounds HYBE Internal Report

In his post, Mr. K expressed frustration, stating he revealed the report after enduring prolonged dissatisfaction. He claimed that, contrary to HYBE’s statements denying reverse viral marketing, the report describes initiatives aligning with such strategies. He added that the document contains derogatory remarks about industry professionals and that some HYBE executives, though reportedly unaware of the report’s full details, might have nonetheless complied with these strategies. According to him, the report recipients have tolerated or even supported its contents for over two years.

Contents of the Weekly Music Industry Report Stir Controversy

The leaked report allegedly includes evaluations of not only HYBE’s artists but also rival idol groups, entertainment programs, networks, producers, and broadcasters. The “Weekly Music Industry Report” had previously sparked criticism during a National Assembly inspection on October 24, where Representative Min Hyung-bae of the Democratic Party highlighted some of its contents. In response, HYBE clarified that the report merely summarized fan reactions and industry trends from community forums and social media, and emphasized it does not represent HYBE’s official stance.

Continued Leaks and HYBE’s Attempts to Manage the Fallout

Despite HYBE’s attempts to contain the situation, additional portions of the report surfaced online on October 26 and 28, intensifying public scrutiny. On October 29, HYBE demoted the report’s author, Mr. Kang, and halted the report’s publication. CEO Lee Jae-sang issued an apology, acknowledging the inappropriateness of the document, which was intended for limited internal distribution to keep select leadership informed of fan sentiment and industry trends. However, he denied any use of reverse viral marketing, dismissing such claims as baseless.

Online Communities React to HYBE Alleged Reverse Viral Marketing Strategies

Following the latest leak, the Korean online community has been abuzz with polarized reactions. On theqoo, a forum frequented by fans of Min Heejin, a former HYBE executive now at ADOR, many users are highly critical of HYBE, assuming the leaked report to be genuine and wishing for HYBE’s downfall. Meanwhile, other communities are more cautious, suggesting the need to verify the report’s authenticity before forming opinions. This divide illustrates the escalating tension around HYBE and its internal practices, with some netizens hoping the controversy will impact the company’s reputation.

The Impact of the HYBE Internal Report on K-pop’s Global Image

The HYBE internal report has sparked widespread outrage with its harsh and occasionally personal critiques. Trust in HYBE and the entire K-pop industry has declined as executives reviewed the report weekly.

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