Internal scandals, legal battles, and growing backlash against Scooter Braun are threatening Hybe’s empire—can the K-pop giant recover?

The K-pop world is no stranger to controversy, but the recent upheaval within HYBE Co., Ltd. has sent shockwaves through the industry, igniting heated discussions about management ethics, artist welfare, and corporate governance. Known for managing superstars like BTS, Seventeen, NewJeans, TXT, Enhypen, LE SSERAFIM, &TEAM, and BOYNEXTDOOR, HYBE’s internal struggles have not only triggered public backlash but also exposed deeper systemic issues in the entertainment industry.

Scandalous Internal Documents and Artist Rivalries

During a National Assembly audit on October 24, 2024, a leaked 18,000-page report revealed derogatory comments targeting both in-house and rival K-pop groups. Disturbingly, the report labeled NewJeans as “average” and suggested they could be “disposed of” in favor of other girl groups like LE SSERAFIM and BLACKPINK. The documents also contained critical assessments of other industry giants, such as Stray Kids, NCT Dream, and Aespa, fueling outrage among fans and industry insiders.

HYBE’s Chief Content Officer, believed to be behind the inflammatory report, was swiftly removed from his position following the backlash. Fans now question whether HYBE’s internal culture prioritizes unhealthy competition over collaboration, raising serious concerns about artist treatment across the company.

Min Hee Jin vs. HYBE: A Legal Showdown

Adding to the turmoil is a contentious legal dispute between HYBE and Min Hee Jin, former CEO of ADOR—the sub-label responsible for NewJeans. HYBE accused Min of attempting to sever ADOR from the parent company, while Min alleges workplace bullying and breach of trust. She described her removal as a “public execution” and claimed it violated a shareholder agreement guaranteeing her a five-year term, of which only two years were completed.

With Min’s supporters—including NewJeans members—openly expressing their loyalty, the dispute has further complicated HYBE’s public image. The legal battle, which involves both criminal investigations and civil lawsuits, continues to unfold, casting a long shadow over the company.

Artists Speak Out: Breaking the Silence

Amid the escalating turmoil, HYBE’s artists are beginning to address the mounting pressures they face. Seungkwan of Seventeen took to Instagram to express his frustrations with the industry’s toxic standards, calling for greater kindness and support among artists rather than relentless corporate competition. Similarly, BTS’s Jungkook subtly showed solidarity with NewJeans amidst the ongoing crisis, emphasizing that “artists are not guilty” in these conflicts.

These public statements highlight a growing awareness among K-pop idols about the importance of mental health and fair treatment—issues often overshadowed by the demands of fame. As fans rally behind these messages, they fuel calls for industry-wide reform, placing added pressure on HYBE to address its internal culture.

Demands for Scooter Braun’s Removal

The controversy has escalated further with calls for the removal of Scooter Braun as CEO of HYBE America. Braun has come under fire for his outspoken support for Israel amidst ongoing military actions in Gaza, a stance that many fans believe contradicts BTS’s core message of diversity, peace, and inclusivity.

In December 2023, Braun publicly addressed Israeli audiences during a rally, urging the release of hostages taken by Hamas. Although framed as a personal statement, the speech sparked outrage within the fanbase, who viewed it as misaligned with the values of HYBE’s artists. Fans soon launched the hashtag #HYBEDivestFromZionism, demanding that the company sever ties with Braun.

Protests have intensified, with fans staging demonstrations outside HYBE America’s offices and, in February 2024, even sending trucks with protest messages to HYBE’s headquarters in Seoul. Their message was clear: if Braun remains in his position, the protests will continue. HYBE’s official response stated that Braun’s remarks reflected his personal views, not the company’s stance. However, this clarification did little to quell the outrage or dampen demands for his removal.

Fan Actions: Boycotts and Public Mobilisation

The backlash against HYBE has driven fans to take unprecedented action, employing various methods to pressure the company:

• • Boycotts: Many fans have stopped buying albums and concert tickets, using financial leverage to push for change.

• • Social Media Campaigns: Hashtags such as #BoycottHYBE and #LeaveHYBE have trended, amplifying criticism of the company’s management practices.

• • Petitions: Fans are circulating petitions demanding better artist treatment and Braun’s removal, reflecting a broader desire for accountability.

• • Alternative Way to Support the Music Without Streaming: Some fans are using platforms like Google Drive and Musi to access HYBE artists’ music without boosting the company’s revenue. It’s a form of boycott, where fans share or listen through MP3 or MP4 files instead of streaming apps, so the company doesn’t gain streams or profit.

• • Public Protests: Demonstrations outside HYBE’s offices have become a powerful symbol of fan discontent, reflecting the growing influence of fan activism on corporate decisions.

What’s at Stake for HYBE?

The crisis at HYBE is not just an internal scandal—it holds significant implications for the future of the entertainment business. As one of the most influential companies in K-pop, HYBE’s response to these controversies will set a precedent for other agencies. If HYBE fails to address these issues, it risks alienating fans, damaging its global reputation, and undermining its financial stability.

What Can Fans Do?

Fans play a pivotal role in shaping the future of K-pop. Here are some ways they can contribute to meaningful change:

• • Support Artist Welfare: Back initiatives promoting mental health and fair treatment for idols.

• • Engage Constructively: Use social media to raise concerns respectfully while fostering positive fan communities.

• • Hold Companies Accountable: Demand greater transparency and ethical practices from entertainment companies.

• • Diversify Music Support: Explore and support artists across different labels, fostering a healthier and more inclusive industry.

As the dust settles, HYBE’s ability to navigate these turbulent waters will define not just its future but also the broader trajectory of the K-pop industry. The stakes have never been higher—fans, artists, and industry executives alike must come together to ensure the industry evolves toward a healthier, more ethical path.

Sources:
[1] Internal documents reveal HYBE employees made derogatory remarks against top K-pop groups
[2] HYBE under fire for alleged 18K-page internal report demeaning K-pop groups: Complete list of artists named so far
[3] HYBE executive removed amid scandal over controversial idol report
[4] Seventeen’s Seungkwan speaks out against K-pop industry’s toxic standards amid spiking HYBE controversies
[5] ‘We have experienced enough pain’: SEVENTEEN’s Seungkwan seemingly takes a dig at HYBE amid leaked document controversy
[6] Why Fans Are Boycotting HYBE and Is the Company Overworking Artists to Pay Off Debt?
[7] Fans boycott HYBE music
[8] CARATs Boycott HYBE After Suspicions That The Company Manipulated Negative Press About SEVENTEEN
[9] HYBE Director Pushes Away Muslim Fans With Recent, Blatantly Islamophobic Messages
[10] Why BTS ARMY Is Asking HYBE To Remove US CEO Scooter Braun
[11] #HYBEDivestFromZionism explained: Why BTS fans want K-pop label’s American CEO Scooter Braun to be sacked
[12] Fan BTS Tuntut Scooter Braun Dipecat dari HYBE Imbas Dukung Israel