On October 29, HYBE CEO Lee Jae-sang posted a statement titled "Apologies Regarding the Monitoring Document" on the company's official website.
In the statement, Lee expressed deep regret over the recently surfaced music industry report compiled by HYBE. "We sincerely apologize to the artists, industry stakeholders, and fans," the statement read.
The CEO acknowledged the company's wrongdoing, explaining that the report was initially shared with select leadership to monitor public opinion surrounding artists. However, he admitted, "The content of the document was highly inappropriate."
The report came under fire for containing ▲Provocative and crude expressions about K-pop artists ▲Subjective opinions and personal evaluations by the author ▲Documentation of these inappropriate remarks
Lee also expressed regret over the spread of "reverse viral marketing" suspicions, which led to misunderstandings involving both external artists and HYBE's own employees.
"We are currently reaching out to the external artists mentioned in the document, seeking forgiveness and understanding by delivering individual apologies to their agencies," Lee said.
He also apologized to HYBE's own artists, acknowledging that they had been unfairly targeted due to the company's mistakes. "We sincerely apologize to our artists who were subjected to public criticism because of this document."
The CEO confirmed that the creation of such documents has been halted and pledged to implement stronger internal controls. "We will establish guidelines and reinforce internal governance to prevent such issues from recurring," he promised.
On October 24, Representative Min Hyung-bae of the Democratic Party of Korea revealed portions of HYBE's controversial "Music Industry Report" during a parliamentary audit by the National Assembly's Culture, Sports, and Tourism Committee.
Although the document was introduced as a market trend report, it contained harsh remarks resembling malicious comments, including inappropriate evaluations of idol group members' appearances.
In response to Min's criticism, HYBE's COO Kim Tae-ho, who attended as a witness, defended the report, stating, "This document is a collection of content gathered from online posts."
However, the controversy intensified as HYBE released a statement mid-hearing. The company pledged to hold those responsible for the external leak accountable, further fueling the public uproar.
The backlash reached a point where artists themselves began to speak out. SEVENTEEN's Seungkwan took to social media to express his frustration with the situation.
"I don't want to see people hurting each other anymore," Seungkwan wrote, openly criticizing the actions surrounding the issue. He emphasized that, while public figures may need to endure certain difficulties as part of their profession, "It shouldn't be a job where you're expected to endure until the brink of death."
Seungkwan directly called out those responsible for the creation and circulation of the report. "We didn't work tirelessly for you to discuss us so lightly or judge us easily," he asserted.
He continued, "We are people who give our all to deliver our best on stage. I hope people stop underestimating idols."
Seungkwan also said, "We are not your items," and "I really hate seeing someone break down and eventually let go. That is my earnest wish."
[Full Statement from HYBE CEO Lee Jae-sang]
I sincerely apologize as the CEO of HYBE regarding the monitoring document issue.
I bow my head in apology to the artists, industry stakeholders, and fans concerning the monitoring document raised during the National Assembly's Culture, Sports, and Tourism Committee audit on October 24.
This document was compiled as part of a process to gather various reactions and public opinions on industry trends and issues after the fact. It was intended to help some of our leadership understand market trends and fan sentiments. However, I acknowledge that the content of the document was highly inappropriate. It included provocative and crude expressions about K-pop artists, subjective opinions and evaluations from the author, and improper documentation of such content. I take full responsibility on behalf of the company and deeply regret these actions.
I am particularly sorry and devastated that baseless suspicions about reverse viral marketing have caused misunderstandings and harm to innocent artists and staff members.
I offer my sincere and official apology to external artists who were mentioned in the document and consequently hurt by its contents. We are also contacting their respective agencies directly to express our apologies. Furthermore, I extend my deepest apology to all HYBE Music Group artists who are facing public criticism due to the company's actions.
I acknowledge that the leadership who received the document lacked proper awareness of the issue, and I have taken immediate action to cease the creation of such monitoring documents. As CEO, I promise to establish guidelines and strengthen internal controls to prevent such incidents from happening again.
Once again, I apologize to the artists, industry stakeholders, fans, and everyone who loves and supports K-pop for the harm caused by this incident. As the representative of this company, I pledge to thoroughly reflect on and improve past mistakes. Moving forward, we will prioritize the rights of all K-pop artists and show respect to fans, striving to contribute to the healthy growth of the K-pop industry.