Shocking Impact of HYBE’s “Face Evaluation Report” on the K-Pop Industry

On October 30, Sports Seoul revealed that many involved with the HYBE documentation were taken aback. Instead of cultivating their own artists as exemplary figures in the K-Pop industry, the company reportedly engaged in overt criticism of competing artists and employed questionable viral marketing tactics.

This has prompted the industry to scrutinize HYBE’s approach to documenting unverified anecdotes. An executive from Agency A expressed astonishment that such reports have been routinely created for years, stating, “It’s disheartening to think the entire industry considers these reports commonplace. Even when conducting analyses, external artists should not be disparaged.”

An executive from Agency B commented, “Documenting such hearsay is incredibly dangerous. When rumors are recorded, they risk being misinterpreted as truth. This poses significant issues, even from a legal standpoint.”

A spokesperson from Agency C shared, “Even individuals with over two decades in the business find this shocking. It’s surprising that tactics aimed at undermining rival artists include assessments of their physical appearances.”

Artists who are on the receiving end of these evaluations are equally upset. While they have previously collaborated with HYBE artists, future interactions may be impacted negatively.

Representative D remarked, “While discussing trends is acceptable, this is the first time I have seen such explicit documentation over the years. It’s disheartening to think this embodies industry standards. Judging based on appearances rather than talent is childish. Will we still have the chance to work alongside HYBE artists in collaborative efforts?”

Concerns are escalating that this situation could negatively influence the K-Pop idol scene. A representative pointed out, “Younger groups tend to have close-knit relationships. It’s unfortunate that they are affected by adult-related issues. There are numerous chances for collaboration and mutual promotion during music broadcasts, but partnering with HYBE now seems increasingly difficult.”

Here are some netizens’ responses to the insights shared by industry professionals: