Backlash Against HYBE’s “Media Manipulation” Tactics in Japan

A producer from a public broadcasting music program stated, “For the Fukuoka Dome event, HYBE extended invitations to nearly 100 journalists from various media outlets. They provided round-trip tickets through Japan Airlines in Class J and arranged stays in luxury hotels costing between 50,000 to 70,000 yen per night, including all meals. However, when it came time for the journalists to write their articles, guidelines on ‘phrases that must be included’ were enforced, leading to remarkably similar coverage across all platforms.”

This extravagant treatment is part of HYBE’s comprehensive strategy for their 4-dome tour, which spans Tokyo, Osaka, Nagoya, and Fukuoka over a period of 7-9 months. As a result, insiders within the Japanese music industry feel more wary than impressed, perceiving it as a manifestation of HYBE’s significant influence rather than simple hospitality.

HYBE Media Manipulation in Japan Faces Backlash

The report, featured in the September 28, 2024 issue of Weekly Hyundai, has ignited mixed reactions among fans. Here are some comments from the Korean online forum “theqoo”:

HYBE has been involved in media bribery and seeking favorable coverage for several years. There are claims they used to even purchase chart rankings. While I support the artists under their management, I’ve started to question some of the company’s practices. I just hope the idols don’t end up being affected.
This type of bribery appears to be somewhat common internationally. In Japan, hospitality typically occurs post-visit, whereas in many other countries, the visit itself is part of the hospitality. Surprisingly, the actual reporting tends to proceed normally despite this practice. Although television’s sway may be dwindling, online articles continue to wield considerable influence. Writing positively after receiving such ‘hospitality’ effectively becomes free advertising. Regardless of criticism, I see this as a relatively cost-efficient approach.
HYBE seems to be spending excessively. I came across an article addressing this concern. Their convertible bonds are up for maturity this November, compelling them to secure approximately 40 billion yen. They’ll likely have to issue new convertible bonds or liquidate assets. When BTS’s “Dynamite” topped the Billboard chart three years ago, HYBE’s convertible bonds were quite appealing to investors who believed the stock price would continue rising. However, due to recent controversies and issues concerning BTS’s enlistment, it seems unlikely for HYBE’s stock price to see any notable rise, making investors hesitant to purchase HYBE’s convertible bonds.
It’s quite common for Korean gaming companies to invite a variety of guests, including journalists, to overseas events. Perhaps HYBE is continuing this practice since many of their staff previously worked in the gaming sector?
They are achieving success, but through questionable tactics. I can’t help but feel secondhand embarrassment at their lack of shame.

Source: Theqoo

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