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Hybe stock drops sharply following BTS reunion concert
Shares of Hybe, the entertainment company behind global K-pop sensation BTS, fell by 15.5% on Monday after Saturday's highly anticipated comeback concert in Seoul attracted far fewer attendees than projected.
Attendance figures fall short of expectations
The free outdoor concert at Gwanghwamun Square marked the first time all seven BTS members-Jin, Suga, J-Hope, RM, Jimin, V, and Jung Kook-performed together since their 2022 hiatus for mandatory military service. Organizers had anticipated a crowd of 250,000, but official estimates placed attendance at approximately 104,000.
Factors behind lower turnout
The event, which launched BTS's 82-date global tour, was live-streamed on Netflix to over 190 countries, potentially reducing in-person participation. Strict crowd control measures may have also played a role. Netflix is expected to release viewership data later this week.
Album sales strong despite concert setback
Big Hit Music, Hybe's label, announced that BTS's new album, Arirang, sold 3.98 million copies on its first day. The concert featured tracks from the album alongside hits like Butter and Dynamite.
High stakes for Hybe and BTS
BTS remains Hybe's primary revenue driver, with the company's operating profit declining during the group's extended break. Since their last tour in 2019, K-pop's global popularity has surged, intensifying competition for fan attention.
Rising competition in K-pop
BTS now faces rivalry from established acts like Blackpink, Seventeen, and Stray Kids, as well as emerging fictional competitors. Netflix's Kpop Demon Hunters, its most successful film to date, is reportedly planning a world tour in 2027 to promote a sequel, according to Reuters and Bloomberg.
