HYBE's “Industry Trends Review” Reports

HYBE's “Industry Trends Review” Reports are a series of leaked internal documents produced by HYBE staff, containing derogatory remarks about idols by HYBE staff, and outlining strategies for malicious viral marketing and narrative manipulation.

Links to all 3 leaks below:

1. 2024-10-28 HYBE “Industry Trends Review” Report - Part 1

2. 2024-10-28 HYBE “Industry Trends Review” Report - Part 2

3. 2024-11-01 HYBE “Industry Trends Review” Report - Part 3

2022 - October 2024: Reports created weekly

The "Weekly Music Industry Report" is continuously produced and circulated among HYBE and label executives. 

Early 2023: ADOR requests to be omitted from the reports

Ador CEO Min Hee-jin formally requested that NewJeans be omitted from the reports and for ADOR to be unsubscribed from the distribution list. Despite this, the reports continued to comment on NewJeans.

2024-04-16 ADOR CEO Min Hee-Jin criticised the reports in a whistleblowing email

2024-04-16 ADOR Email to HYBE

ADOR sent a formal email criticising internal management issues and the treatment of NewJeans, including criticism of the reports.

"Additionally, the weekly "Industry Trends Review" circulated internally by Weverse Magazine's editor-in-chief Kang Myung-seok contained consistently biased and partial content. ADOR protested, demanding "factual descriptions with numbers/indicators and at least minimal objectivity."

We raised this to CEO Park Ji-won and received "don't read it"; to CHRO Kim Joo-young, "consider it one person's opinion." We cannot understand why content lacking objectivity and credibility from an individual is distributed company-wide as if representative, raising suspicions it is distributed for some propagandistic purpose.

Considering the impact of one person's market misjudgment on those unfamiliar with entertainment who joined from other industries, it cannot be lightly dismissed.

Yet we recently heard that even the latest documents continue a self-soothing attitude—ignoring negative reactions related to ILLIT's plagiarism controversy and selectively picking only desired responses. Although ADOR already requested unsubscribe, receiving it from others confirmed we were not alone in disagreeing." 

2024-04-22: HYBE responded to ADOR, coinciding with the initiation of an audit against ADOR's management

2024-04-22 HYBE Email to ADOR

HYBE responded to defend the report. Despite Min Hee-Jin's criticisms centering around the overall subjectivity of the reports, HYBE deliberately misconstrued them as complaints that the report isn't positive enough towards ADOR. HYBE also lied that NewJeans was omitted from the reports since early 2023.

On the same day, HYBE publicly announced an audit against ADOR's management.

"Industry trend reports are internal documents that collect and analyze quantitative metrics like chart performance, as well as subjective consumer reactions and issues, to propose improvements. These reports do not represent HYBE’s stance or evaluation of artists. How these reports are interpreted and utilized is entirely up to each label’s discretion.

Given their nature, these reports may include diverse opinions and unfiltered suggestions for improvement, which is their purpose. If only glowing analyses were acceptable, we question how such reports would contribute to ADOR’s growth.

Despite this, following Min Hee-jin’s request in early 2023 to refrain from reviewing NewJeans’ content (music, performances, music videos, etc.), qualitative evaluations of NewJeans were excluded. After a subsequent request to completely omit NewJeans from these reports, they have not been included in trend analyses or qualitative evaluations." 

2024-10-24: HYBE COO and Belift Lab CEO Kim Tae-Ho defended the report during the National Assembly Audit

2024-10-24 National Assembly Audit: Culture, Sports, and Tourism Committee

Min Hyung-bae: This is a Weekly Music Industry Report. This is an official document used by your company, right? A report?

Kim Tae-ho: Yes, it's from our company.

Min Hyung-bae: Take a look. You’re seeing it, right? Why do you review this document weekly and discuss it?

Kim Tae-ho: As a company in the K-pop industry, we carefully monitor public opinion about our artists, HYBE, and the industry overall, as well as our fan base. We track this closely each week. The document you’re showing is one such piece of monitoring material.

Min Hyung-bae: I’ve compiled several documents. There’s a lot of crude and explicit criticism, appearance evaluations, and more in these reports. For instance: "They debuted the members when they were at their ugliest age. None of them look like idols. Their looks or sex appeal are overwhelmingly bad. Surprisingly, none of them are pretty. People were shocked by the group's debut, especially by how ugly the other members are." You’ve seen this before, right?

Kim Tae-ho: I don’t recall that specific content in the document.

Min Hyung-bae: But this is an internal report, correct?

Kim Tae-ho: We produce and review a lot of monitoring materials like this.

Min Hyung-bae: Are you aware that this report contains content related to a group made up of minors?

Kim Tae-ho: As I mentioned earlier, these are not HYBE’s opinions or official judgments. They are collected from various online sources as part of our monitoring.

Min Hyung-bae: No, no. You collect this information and create a 'Weekly Music Industry Report' at the company, don’t you?

Kim Tae-ho: Yes, in our company—

Min Hyung-bae: Then why are you saying it’s someone else’s? It’s something you gather and report internally.

Kim Tae-ho: The content you’re showing—

Min Hyung-bae: I’m reading from the report you created. It contains appearance evaluations and crude expressions. And the issue is that this is about minors. This report is filled with dehumanizing views and attitudes towards idols. That’s the problem I’m raising here. Is HYBE the only company doing this?

Kim Tae-ho: I’m not sure about other companies.

Min Hyung-bae: This is a violation of the Popular Culture Industry Act’s duty of good faith and sincerity. Are you aware of that?

Kim Tae-ho: I don’t see it that way.

Min Hyung-bae: Earlier, you made a statement, so I brought this with me. This is the report you mentioned. You said it was just a compilation and not an official internal document. But earlier this year, your company officially announced that it was an internal document containing suggestions. Should I make this public?

Kim Tae-ho: I haven’t been able to check what communications were made while I’ve been here at the parliamentary audit, so...

Min Hyung-bae: Ah! This right here, I only copied part of it. Should I reveal the whole thing? Even after that, would you still say it has nothing to do with you and is just a collection of outside opinions?

Kim Tae-ho: I didn’t say it wasn’t an internal document.

Min Hyung-bae: It contains opinions!

Kim Tae-ho: While it is indeed an internal document that was written and shared, the purpose was to gather the opinions K-pop fans had about HYBE artists and the industry...

Min Hyung-bae: But why would you use such inappropriate language in it? That’s the question I asked, but you’re avoiding the point.

Kim Tae-ho: The contents of the document you referred to were not written by us internally. It reflects...

Min Hyung-bae: You just said it was an internal document, and now you’re saying it isn’t. The document is filled with opinions. Was this report written by Weverse Magazine?

Kim Tae-ho: I believe it was written by various contributors working for Weverse Magazine.

Min Hyung-bae: Wasn't this ordered by Chairman Bang Si-hyuk, who instructed the editor-in-chief to write it?

Kim Tae-ho: I’m not directly in charge of that, so I’m not sure.

Min Hyung-bae: That’s why you came here instead of Bang Si-hyuk, right? But how can you respond like this? Let me ask again: This report contains inappropriate evaluations about teenagers, which is against the fundamental purpose of the Cultural Industry Promotion Act. Do you acknowledge that?

Kim Tae-ho: I’m sorry, but I haven’t seen the document you are holding, so I can’t comment on it right now.

Min Hyung-bae: But this is a report you receive regularly, isn’t it? I’ve already shown you parts of it. Should I make it public? Should I reveal how HYBE evaluates and discusses K-pop content creators?

Kim Tae-ho: As I mentioned earlier, we review a lot of reports weekly. Since I’m the representative of Belift Lab, I mainly focus on our own internal monitoring documents. I don’t know exactly which document you have, so I can’t say whether it can be disclosed or not.

Min Hyung-bae: The report contains harsh evaluations of girl groups and artists. I’m holding back from revealing it because it’s so concerning. But you keep claiming it’s just collected outside opinions, when in fact, much of HYBE’s own views are in there, and the language used is highly inappropriate. That's why I brought this issue up today.

Kim Tae-ho: I recall that the documents we reviewed included summaries of public opinions and fan feedback. However, I understand your concerns about the language used in expressing those opinions...

Min Hyung-bae: That’s exactly what I’m pointing out — the language and approach were highly inappropriate. How will you address this issue going forward? K-pop is a global cultural product, and this kind of content could have a very negative impact on the cultural industry.

Kim Tae-ho: As I said earlier, I understand the concerns you raised today, and once this parliamentary audit is over, I will return to the company to review the problematic aspects you highlighted and ensure that they don’t recur in the future.

Min Hyung-bae: Then why do you keep denying that this is your official document and your views?

Kim Tae-ho: I never said it wasn’t our document. I clarified that it is indeed our internal document, but the specific views expressed in the document are not HYBE’s official position.

Min Hyung-bae: Witness Kim Tae-ho, you’re making this more difficult. I’m showing you an internal document from your company, yet you keep saying it’s not your opinion. How can that be?

Kim Tae-ho: As I said before, it is indeed an internal document, and I acknowledged that from the start. However, the specific contents, such as evaluations of certain artists or opinions mentioned, do not reflect HYBE’s official stance.

Min Hyung-bae: The inappropriate language used in that internal document is exactly what I showed you earlier.

Kim Tae-ho: Yes, but I must clarify that the opinions expressed about the artists or other details in that document are not our official views...

Min Hyung-bae: Then should I fully expose the evaluations HYBE has made about these numerous artists? Would you be fine with that?

Kim Tae-ho: Since I don’t know which document you have, it’s hard for me to comment on whether it should be revealed.

Min Hyung-bae: It’s a HYBE document! I’m telling you this now. Ah... the ‘Weekly Music Industry Report. Weekly Trend Report.’ Keeping track of industry trends is something you can continue to do, but the language used, the approach, and the order of things in the report are very reckless. I’m asking if I should make it public.

Kim Tae-ho: I’d like to ask for your understanding, as it’s difficult for me to comment on that.

Min Hyung-bae: The reason I’m not making it public is because it would be unwise to do so. But HYBE has been doing things like this, so why don’t you just say you won’t do it anymore, apologize, and promise to improve in the future? Why are you trying to avoid the issue?

bI’ve made it clear, and after hearing the concerns you’ve raised today, if this really is a problem, then we, of course, have the responsibility to resolve it.

2024-10-24: HYBE released and deleted the official statement

2024-10-24 HYBE Statement (Deleted)

HYBE released an official statement during the National Assembly audit defending the documents and threatening whistleblowers and elected officials questioning Kim Tae-Ho.

"HYBE hereby informs you:

The company's monitoring report disclosed today (October 24) during the National Conference for Culture, Sports, and Tourism Committee’s parliamentary audit is a document that compiles various reactions and opinions from fandoms and the industry.

This report was created by directly extracting responses from communities and social media to share industry trends and issues for reference among a small number of internal personnel, and it does not represent HYBE’s official stance.

The report includes content that, as an entertainment company, we should take note of, as well as positive feedback from fans. We will hold accountable those who have selectively leaked provocative parts of the report to create the false impression that HYBE produced materials criticizing artists, and we will pursue responsibility to the fullest extent."

This statement was repremented by the Chairman of the National Assembly.

"Representative, we are conducting a parliamentary audit as authorized by the Constitution and the law. You’ve been summoned here as a witness, and you’ve had ample opportunity to speak. Nevertheless, for HYBE to release a statement during an ongoing audit in response to a question raised by a member of the audit committee is highly inappropriate. Don’t you think you should apologize? How could you issue such a statement during a parliamentary audit? This undermines the authority of this audit.

Regardless, this audit is in progress, and as a witness before the Culture Committee, you are here to respond to questions. For the company to issue a statement that undermines the significance of the audit or disrespects the authority of the National Assembly is unacceptable. Isn’t HYBE one of the leading companies representing K-content in Korea? How could you respond so irresponsibly? Is the National Assembly that insignificant to you?"

- Chairman Jeon Jae-soo

2024-10-28: HYBE “Industry Trends Review” Report - Part 1 & 2 were released

2024-10-28 HYBE “Industry Trends Review” Report - Part 1

2024-10-28 HYBE “Industry Trends Review” Report - Part 2

Part 1 were the same materials presented during the National Assembly Audit

2024-10-29: HYBE CEO Lee Jae Sang issues a formal apology for the reports

2024-10-29 HYBE CEO Lee Jae Sang Statement

"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"

2024-10-29: Min Hee-Jin publicly comment on the reports

2024-10-29 Kim Young-dae’s School Of Music: Min Hee-jin

Min Hee-jin: So, the reason I actually rejected that widely-discussed document is that I wrote and sent a very harshly critical email about it. After holding it in for a year, I finally couldn't stand it anymore and thought, "What is this? Who is this writing for? Is this supposed to be amusing?" Eventually, I was so stressed by it that I stopped reading it. It was unreadable; I couldn’t even figure out its purpose or whom it was for.

The scariest part for me was that as this industry grew, people who didn’t understand the field started joining, often in head positions, each one a “specialist” in their own right. And teaching them the industry this way? That’s what scared me the most.

Most of them became heads through hierarchical routes, which meant they were already worn down by the time they got there, simply following orders from above. And then, this is what’s being taught to them? What will that make of this industry? At first, they may feel uneasy, but over time, they might think, “Is there something wrong with me? Or does everyone in this industry do it this way?” Weird perceptions can start to set in.

I wanted to break that cycle, which is why I sent that critical email. There's definitely someone who thinks, "This isn't right." And it's a bit strange, isn’t it? If you're so confident, make it public. Show everyone, then. So, actually, that wasn’t even something I revealed—it was something that came out through the National Assembly. Clearly, some people who thought it was unfair reported it. Among those who received it, there were people who thought it was unreasonable.

Kim Young-dae: They might not have acted, but they were there.

Min Hee-jin: They didn't act because most people are too timid to act. Even if they think it’s strange, they think, “What will come out of me saying anything?” They just fear becoming a target.

Kim Young-dae: "What will change?"

Min Hee-jin: "What do you know?" So people just stay quiet, even if they dislike it. But leaders are like that, too; that’s just how organizations are. But I don’t want to justify or rationalize their silence. This situation persists because they kept quiet. If you don’t like it, say so; if you find it strange, say it’s strange. Why cater to them? Don’t just say, “There was nothing I could do because of my livelihood.” Am I the only one with responsibilities? I work, too. But that’s just a difference in personality.

I was able to do this because I have a unique personality. I’m not uncomfortable speaking up—I'm uncomfortable when I don’t. So I thought, “I guess I was meant to speak out,” and took it on. Someone needs to say that something is wrong. I don’t know what happened after, though, how it changed.

But anyway, this isn’t an attack for the sake of attacking someone. This was an issue that needed to be exposed for improvement. This requires serious reflection to understand what the problem is. Otherwise, how can this industry change? Change doesn’t happen overnight. It’s a daily battle, a daily persistence, where one day you’ll find it has changed. Like water soaking into paper, change happens gradually. You can’t just wait for someone else to fix it.

Why do you think I finally snapped? They provoked me, but there was a reason they did so. There were issues that had been piling up. Why did I become an annoyance to them? Because I consistently refused to ignore things and kept doing things they didn’t like.

2024-11-01: HYBE “Industry Trends Review” Report - Part 3 was released

2024-11-01 HYBE “Industry Trends Review” Report - Part 3