BTS is back on stage—but investors are disappointed: Hybe shares have dropped 15%
23 March 16:55
Shares of South Korean entertainment company Hybe fell by about 15.5% after a free BTS concert in Seoul drew significantly fewer attendees than organizers had expected.
This was reported by the BBC , according to "Komersant Ukrainian"
What happened
On March 21, BTS held a large free concert in Seoul.
The event was a landmark moment, as all seven members performed together for the first time since 2022, when the group took a hiatus to complete mandatory military service.
However, only about 104,000 fans attended the concert, although organizers had expected approximately 250,000.
According to market estimates, this discrepancy may have caused a sharp drop in the stock price of Hybe, the company that manages the group’s activities.
Why Fewer People Attended
Online broadcast
The concert was streamed live on Netflix in over 190 countries, allowing many fans to watch the performance online.
Security restrictions
Strict crowd control measures were in place at the event, which may have limited the number of attendees.
The group’s hiatus
BTS did not perform together for several years due to the members’ military service.
New tour and album
The concert in Seoul marked the start of a world tour featuring 82 performances.
Meanwhile, Big Hit Music, a label under Hybe, announced the successful release of the group’s new album.
The album Arirang sold 3.98 million copies on its first day of release.
Why this matters for Hybe
BTS is Hybe’s main source of revenue.
During the band’s hiatus:
- the company’s operating profit plummeted;
- investors expected BTS’s return to quickly restore financial performance.
That is why the market reacted so strongly to the news of a smaller-than-expected concert audience.
New competition in K-pop
Since BTS’s last major tour in 2019, the global K-pop market has changed significantly.
The group now competes for fans’ attention with acts such as:
- Blackpink
- Seventeen
- Stray Kids.
Additionally, media reports indicate that Netflix is planning a global tour based on the animated project
K-Pop Demon Hunters, which could further intensify the competition for fans’ attention.
