HYBE CEO Issues Official Apology in Response to Leaked Document Controversy

The K-pop industry has been rocked by controversy as HYBE faces backlash over an internal document leak. The leaked document, intended for company executives, included malicious comments about various K-pop artists.

HYBE’s CEO, Lee Jae Sang, recently released an official statement in response to the public uproar following revelations about an internal document containing damaging comments on various K-pop artists. The document, which came to light during the National Assembly’s Culture, Sports, and Tourism Committee audit on October 24, included unflattering remarks and rumors about artists from several major entertainment companies, including SM Entertainment, JYP Entertainment, and YG Entertainment.

The document, part of HYBE’s weekly “music industry report,” reportedly totals 18,000 pages and was shared among the company’s executives. Among its contents were derogatory comments on artists’ appearances, unsubstantiated rumors, and proposed strategies for viral marketing aimed at rival artists. The leak of around 20 out of 18,000 pages of the report ignited widespread outrage, with the public condemning HYBE’s practices as unethical and harmful to the K-pop community. This controversy also led SEVENTEEN’s Seungkwan to voice his concerns publicly on Instagram on October 29.

In his statement, CEO Lee Jae Sang expressed profound regret over the document’s contents:

“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.”

He emphasized that the report, initially intended to monitor industry trends and gauge public opinion, crossed the line, containing inappropriate and provocative remarks about artists that never should have been documented. Acknowledging the severity of the leak, Lee Jae Sang admitted the content was unprofessional and reflected personal biases, further adding:

“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.”

The CEO also tackled rumors that the company used “reverse viral marketing” strategies against other artists. This notion was particularly inflammatory, suggesting that HYBE executives actively planned to tarnish the image of competitors. Lee refuted these claims, calling them “unfounded suspicions” and apologizing for the unintended harm caused by this misunderstanding. He added:

“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.”

In addition to the apology, Lee announced immediate actions to prevent a recurrence of such an incident. Effective immediately, HYBE has ceased the creation of these monitoring documents, and Lee vowed to implement rigorous internal controls to ensure accountability among HYBE’s leadership.

“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.”

In a final statement, CEO Lee emphasized HYBE’s commitment to respecting all artists in the K-pop industry and fostering a healthier entertainment ecosystem. He closed with an apology to all those affected by the incident, including artists, industry stakeholders, and devoted fans who have felt betrayed by HYBE’s actions.

“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.”

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