HYBE CEO apologizes amid internal report backlash

HYBE has issued a formal apology following the recent controversy surrounding its internal industry evaluation report. 

On October 29, CEO Lee Jae Sang addressed the issue on the company’s official website, expressing regret over the content of a monitoring document that included what he acknowledged as “provocative and overly critical language” regarding K-pop artists. 

In his statement, Lee extended his apology to the artists, industry colleagues, and fans affected by the document, which was initially intended for a limited leadership audience to gather market insights. He admitted that the report contained inappropriate remarks, including unverified and subjective assessments of artists that have since led to significant backlash.

The controversy intensified after the report, reportedly part of HYBE’s weekly "Weekly Music Industry Report" distributed to the company’s leadership and affiliate label heads, was partially disclosed during a national audit on October 24 by Democratic Party representative Min Hyung Bae. 

Some of the report’s content, which included personal assessments of idol appearances, drew widespread criticism. Remarks such as, “the members debuted when they were at their ugliest” and “the other members are shockingly unattractive” were reportedly included. In response to these revelations, HYBE’s leadership promptly addressed the issue, with Lee Jae Sang taking responsibility and acknowledging the harm caused by “unfounded claims of reverse marketing.” He further apologized to the affected artists and their agencies.

In a move to prevent future incidents, Lee confirmed that HYBE has ceased the production of this document and plans to implement stricter internal guidelines. Additionally, the individual responsible for creating the report, Chief Content Officer Kang, has been removed from their position in response to the growing backlash and negative impact.

The controversy continued to escalate, with Seungkwan of SEVENTEEN, a group under a HYBE affiliate label, publicly expressing his disapproval. In a statement posted on October 29, he voiced his frustration, saying, “Our journey is not something you have the right to casually judge,” underscoring the emotional impact such commentary has on artists.