HybeGate

HybeGate is a fan-term coined by Twitter user @yveseolar to describe an on-going scandal in the global k-pop fandom that occurred due to an audit of Korean entertainment company Hybe. This incident occurred in October of 2024 after portions of an 18,000-page internal report were leaked on the internet, resulting in mass scrutiny and discussion about Hybe's business practices, which many observers deemed unethical.

Background

On 24 October 2024, HYBE representatives attended an audit of the company conducted by the Republic of Korea's Ministry of Culture, Sports, and Tourism. During the audit, the company's COO Kim Tae-ho was questioned about an internal report on the music industry. The report's title (in English) is "Music Industry Weekly Trend Report." This report is issued to C-level executives within the company and its affiliated labels. The document totals 18,000 pages; however, only 2,000 of these were deemed suitable for public consumption.

While the audit was still ognoing, Hybe representatives published and then quickly deleted a statement denying accusations that they had sabotaged other companies' artists. At some point thereafter, fragmentary documentation from the audit was leaked and spread widely among both the press and internet users.

The origins of the leaks are unknown as of 28 October 2024. It appears that a censored version was released on an official basis, but uncensored files were laker leaked, totaling approximately 20 full pages.

On 2 November 2024, a whistleblower from within Hybe leaked more documents, which ignited discussion once again.

Contents

Monitoring of Fandom and Fanworks

The report demonstrated that Hybe monitored fan activities and fanworks such as fanfiction (specifically rpf), catching many fans' attention. Text within the report gave further credence to the theory that a popular fanfiction had inspired the TXT song “0X1=LOVESONG (I Know I Love You)." Fanfiction involving other groups such as NCT.

Criticism of Idol Groups

The report contained comments criticizing other groups, often to the point of insulting them. These comments included:

• Comparing Hybe girl group LE SSERAFIM to BlackPink and Twice; specifically pointing out weaknesses of the groups and their management.
• Criticizing the stage presence and teamwork of other groups
• Insulting the physical appearance and skills of members of groups under Hybe's competitors, including those who are minors
• Spreading rumors about artists
• Planning to utilize viral marketing tactics against other agencies' groups

A wide range of Groups were mentioned in the report, including the aforementioned BlackPink and Twice. Other mentioned targets of comments included aespa, (g)-idle, Stray Kids, NCT (specifically the unit NCT Dream), Riize, Seventeen, Baby Monster, Wonder Girls, and Hyuna.

The documents also outlined advice to deflect criticism from Hybe artists by pushing narratives against groups and individuals under other companies, specifically singling out SM Entertainment. Many fans understood this as proof that Hybe was attempting to elevate their own groups by sabotaging others.

Industry Response

Hybe

On October 29th, HYBE CEO Lee Jae-Sang issued an apology regarding the leaked information.

As the CEO of HYBE, I extend my sincere apologies regarding the HYBE monitoring document.

Regarding our monitoring document that was highlighted during the National Assembly’s Culture, Sports, and Tourism Committee audit on October 24, I deeply apologize to the artists, industry stakeholders, and fans.

This document was created as part of a process to retrospectively gather various reactions and public opinions on industry trends and issues. Although it was intended to be shared only with a limited number of leaders to understand market and fan sentiments, the content was highly inappropriate. The document contained provocative and explicit expressions directed at K-pop artists, included personal opinions and evaluations of the author, and was preserved in written form. As the representative of the company, I acknowledge all the mistakes and take full responsibility. I am particularly sorry and distressed about the unfounded suspicions of reverse viral marketing that are not true at all, causing misunderstandings and harm to innocent artists and individuals.

I formally and respectfully apologize to the external artists mentioned in the document who have suffered damage and distress. We are also reaching out to each agency individually to offer our apologies directly. Additionally, I am also sincerely extending an official apology to all the artists of HYBE Music Group who have been subjected to criticism due to the company.

I acknowledge the lack of awareness among the leadership who received the document and, as CEO, I have immediately halted the creation of such monitoring documents. I promise to establish guidelines and strengthen internal controls to prevent such issues from occurring again.

Once again, I apologize to the artists, industry stakeholders, fans, and everyone who loves and supports K-pop for the pain caused by this incident. As the company’s representative, I commit to thorough reflection and self-examination to rectify past mistakes and prioritize the rights of all K-pop artists and respect for fans. We will do our utmost to contribute to the healthy development of the K-pop industry.

Thank you.

HYBE CEO Lee Jae Sang

Lee Jae Sang's official statement (English translation provided by Soompi) https://www.soompi.com/article/1699137wpp/hybe-ceo-releases-official-statement-regarding-internal-document-with-malicious-comments-about-k-pop-artists

Hybe also reportedly removed the executive that was in charge of the report. It is uncertain if this report is factual as Hybe had yet to release an official statement as of the 29th.

Misinformation

Within the k-pop fandom, some misinformation was spread regarding the document leak. The rollout of the document was fragmentary (described as a "patchwork") and the immediate reaction on social media was intense and frenzied. Thus, some misinformation did circulate.

For instance, a list of popular ships purported to be in the report was circulated online. However, this source of this list was an August 2024 Tweet listing the most popular pairings on the Korean-language fanfiction website PostType.

Impact

As this is such a recent event, the ramifications of this event remain to be seen. Widespread fan anger was generated after the documents were made public.

One point of discussion surrounding the report is whether this was intended maliciously by the company. During the audit, Kim Tae-ho claimed that the documents were simply compiling commentary made online, which explains the source of the vicious commentary. Others have speculated that reports such as these, perhaps without such scathing language, are likely commonplace within the Korean entertainment industry as businesses will want to monitor their competitors' actions along with the public response.