“Ruined all of K-pop”- From dance challenges to paid membership, HYBE faces fan accusations of destroying the industry

On November 9, 2025, K-pop giant HYBE made headlines after a now-deleted X post by user @suhaxenhypen went viral. The post gained popularity after being shared on the Korean online forum TheQoo. Although it didn’t directly name any company, the post listed “the top three people to blame for ruining K-pop,” referring to changes that many fans believe have negatively impacted the industry’s sound and fan culture.

As Koreaboo reported, the tweet highlighted three major shifts: removing bridges from songs, introducing renewable paid memberships, and shortening tracks to around two minutes to keep up with social media trends. Here is what the post read, as translated by Google,

The X post that went viral on TheQoo is now deleted (Images via X/@suhaxenhypen)

Soon after, fans began connecting the dots, with many pointing to HYBE Corporation as the company behind most of these industry-wide changes. The entertainment giant, home to BTS, SEVENTEEN, LE SSERAFIM, and NewJeans, has long been known for reshaping K-pop’s business model through technology and globalization.

However, many long-time fans now accuse it of prioritizing profit and virality over artistry. Some claim that the label has turned K-pop into something driven by an "easy listening trend." Others argue that shorter songs and endless fan memberships have made music feel less emotional and more commercial. One netizen wrote,

Netizen accuse the label of starting the mentioned points (Images via TheQoo)

Comments on TheQoo reflect growing frustration. One user wrote that ticket sales, lotteries, and special fan memberships have turned concerts into business-only events. Another complained that the new two-minute song format leaves no space for emotion or storytelling. Meanwhile, others blame HYBE for introducing Weverse’s renewable paid membership system.

Netizens accuse HYBE of starting the mentioned points (Images via TheQoo)

The backlash also addressed dance challenges and pre-concert soundcheck experiences, with some arguing these practices divert attention away from music itself.

Netizens accuse HYBE of starting the mentioned points (Images via TheQoo)

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HYBE’s rise, global impact, and ongoing debate about K-pop’s evolution

HYBE was founded by Bang Si-hyuk in 2005 as Big Hit Entertainment. The label has grown into one of the world’s largest entertainment conglomerates. It was rebranded in 2021 and now oversees multiple independent labels, including Big Hit Music, Pledis Entertainment, Source Music, ADOR, KOZ Entertainment, and Belift Lab.

Beyond artist management, the company’s fan platform, Weverse, changed how idols interact with fans by offering exclusive paid memberships, digital content, and merchandise. It has since become a model that other agencies have copied.

Many still credit the company with helping to globalize K-pop through innovation. The company has invested heavily in AI, AR/VR concerts, and fan-driven platforms, while expanding its influence into the U.S. through HYBE America, which manages acts such as Ariana Grande and Justin Bieber. Its multi-label approach has also created space for creative diversity, with artists like NewJeans and TXT representing distinct musical styles.

However, the debate over its impact persists. Critics contend that the label’s emphasis on short, viral music clips and membership-driven fan engagement has made K-pop more transactional. Supporters, meanwhile, see it as progress. Some describe it as a necessary change in response to global music trends driven by streaming and social media.

Edited by Shreya Das