This content was adapted from English materials prepared by The Bunny Association.
https://sites.google.com/view/the-bunny-association/first-hand-sources-library/2024-10-28-hybe-internal-report_1

HYBE Executive Report: Industry Trends Review Material

It was meaningful that [RM] comforted fans while sharing stories about the performance from their perspective. It was also a moment to directly update on [Jimin]’s recovery. However, [Suga] seemed to have a bit of a “pain pride” attitude, indulging in some “latte talk” (nostalgic or boastful remarks), and it felt like he’s someone who subtly craves attention in that regard.

Sorry to say, but the plastic surgery was excessive. It’s a bit unfortunate that the concept they brought out after such drastic changes to their faces feels so trivial, and the main outfit being an absurd schoolgirl look made the anticipation for a natural concept feel pointless. (Omitted below)

The team markets the young average age of the members as a selling point, but watching their stage, it’s like, “Is being young all there is?” They debuted a bunch of members at an age when they’re at their ugliest, and none of them have the facial features of an idol. Their stage performance feels like a middle school talent show.

Thanks to [Jaechan], the team is getting attention again, but it’s hard for them to surpass [Jaechan]’s team because the other members are shockingly ugly. It’s very clear why they haven’t made it big so far. [Jaechan] is the only one who looks somewhat like an idol, with a personality that fits the idol image, so he’s been involved in all the team’s pairings and openly treated like a princess. It seems the company has been pushing him toward acting as well.

(2023-07-05)

As a full group, they’re scheduled to appear on Amazing Saturday, and Neighborhood Star K is in its second episode, with the first already released. When you gather all the members, the synergy of their ugliness is almost unbearable. It feels worse because the [Sung Hanbin] – [Zhang Hao] – [Seok Matthew] – [Kim Jiwoong] line is considered the top tier.

(2023-06-14)

With talk about HYBE’s new team from ‘R U NEXT?’ circulating, information about SM’s new girl group suddenly started spreading. There were about eight candidates shortlisted, shockingly, none of them are pretty. It makes you wonder if their trainee infrastructure is worse than [BABYMONSTER]’s. But considering how shocked people were about [aespa]’s visuals at debut, it feels like SM’s aesthetic sense itself might have changed.

(2024-01-10)

Most attacks on [TXT] can be countered with [RIIZE]. If someone says a member is unattractive, you can respond with old photos of [Sohee]. If they say [Hanjin] can’t dance, you can point to [Anton], who’s still stiff, and it’s already a pattern that’s passed on DC Inside.

(2022-11-16)

JYP girl groups, like [Hyuna] and [Sunmi] who broke out from [Wonder Girls], the two from [15&], and [Min] from [miss A], who appeared on King of Masked Singer this year looking almost unrecognisable due to plastic surgery, all show strong traces of being exposed to an environment where mental resilience is hard to maintain for long. This is especially evident in issues related to appearance or sex appeal. It feels like [Yuna] is showing similar signs, and there’s a sense of long-term concern about this.

(2022-06-01)

The fandom’s defense for [aespa]’s live performance skills was that “the company isn’t letting the talented kids perform,” but that argument got shattered at Coachella. Now, lip-syncing has become an issue again, so the fandom is quickly redirecting the blame away from the team. SM’s fandom is notably quick at shifting issues and setting narratives in these situations. To protect the members, the company has to play the villain, and blaming the company is the easiest way to address [aespa]’s relative slowdown compared to the rise of other 4th-generation girl groups.

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Viral Marketing Implications and Community Sentiment Management Context

(2023-10-25)

The first episode of the reality show has been released. There hasn’t been much reaction in domestic communities yet, but since the full-fledged trip hasn’t started, we’ll need to wait until next week.

However, we should release more promotional content for viral marketing—whether through shorts or blog-style diaries—in a way that appeals externally and not too late. (Omitted)

[Youngseo] stands out a bit on her own, and framing her as a languid cat or a queen-like character with a distinct vibe, while leading the other members like rural dogs (not beagles). This could position them to carve out a spot similar to [NMIXX]. There’s a naturally bright and cheerful vibe, which is a rare energy that doesn’t often come through in girl groups.

Especially for [Wonhee], if there’s a photo comparing her to the famous Maltese with soot on its face, it’d be great to push that angle. Assigning dog breeds that suit each member and approaching issues through female-dominated or routine-focused communities would be ideal.

(2022-09-28)

Crazy Summer

A fanfic that came out early in their debut, where the writer occasionally releases chapters and manages the buzz themselves. It seems to have become a well-known fanfic within the 4th-gen idol scene. Last week was a [Crazy Summer] release day, and it even trended on Twitter with [#CrazySummer]. However, while new fans and older fans reacted enthusiastically, there was oddly negative feedback from the fandom’s core. Some fans pushing certain couplings act particularly strange, and with this fanfic, the topic’s influence has grown so much that it’s causing some weird friction, as the fandom’s reaction feels like it’s challenging [Crazy Summer] itself.

Early on, this fanfic inflated fantasies about the [Yeonjun]-[Beomgyu] relationship, but in reality, they bicker a lot, and the members give off a vibe like cousins stuck together all summer break, which isn’t ideal for shippers. There’s even a conspiracy theory that the fanfic was written independently of [Yeonjun] or [Beomgyu] but was repurposed for the new fandom to claim fame.

Since the 4th generation, fanfiction platforms have been pushed out of mainstream fan activity, but this fanfic keeps generating buzz, likely tied to nostalgia for classic fangirling. Even though [TXT] performs sleek, pop-trend-driven stages, the fandom’s core seems to crave K-pop-style drama more than any other group. It makes you think this team might really need a tear-jerking, dramatic moment.

(2023-07-19)

Recent info shows that searching fanfic popularity rankings on Postype reveals most top spots are taken by [NCT] fanfics. Especially on Naver Cafe, it’s said to be [NCT] from the top down. This kind of over-immersive, pseudo-romantic fangirling feels like an outdated style, and it seems to be the essence of SM’s fandom.

During [SEVENTEEN]’s rise, people said they struggled to grow because they lacked popular couplings, leading to a drought on fanfic platforms and weak core fandom attachment. But ultimately, [SEVENTEEN] pioneered a new era of fangirling suited for the modern age, ushering in the “fan-happy, idol-happy” era. [TXT] heard similar criticisms early in their debut, and there was even more interest from other fandoms about where the writer of [TXT]’s legendary fanfic Crazy Summer had moved to. It feels like fans who only engage in fanfic-based fangirling have been stuck on these agendas, and the outdated worldview stemming from this has carried over into how they treat other members and teams, earning them the derogatory label “that fandom.”

[NCT] [Haechan]

In a behind-the-scenes video, a scene of indoor vaping was captured. It was filmed directly in a practice mirror, so there’s no way to deny it.

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Fans made baseless claims that [Haechan] was eating a chocolate bar out of exhaustion during practice, only to be mocked. The scene was removed, and the video was re-uploaded. The scene in question has already been reported for indoor smoking.

It’s already the nth time someone from [NCT], not just SM, has caused controversy over smoking. The fact that they can’t filter out such issues in the practice room or self-produced content is problematic. It’s almost eerie how communities that went wild over [Jungkook] being photographed smoking outdoors in a designated area barely react to blatant indoor smoking in self-produced content, following a predictable pattern.

(2023-05-17)

It seems the team’s comeback has gained more traction within online communities since the trailer. With new teams like [ZEROBASEONE] and [BOYNEXTDOOR] still undefined, floating consumers are showing light but positive interest in [ENHYPEN], making this period particularly significant. There’s a sense that there’s still an opportunity to draw domestic fans by virally promoting signals like “it’s not too late to stan” in terms of visuals, stage skills, and vision. The momentum from strengthening the Japanese fandom while simultaneously using the domestic comeback as a talking point for Japanese fans is also a key factor.

(2023-11-01)

Among Thai superstars, a top-tier one is performing at Rajamangala, so if [SEVENTEEN] performs there, just the venue itself could generate viral buzz. Especially since top-tier album-selling teams often face skepticism about “where their sales come from.” For reference, [REDACTED]’s Bangkok concert earlier this year was at Impact Arena. [REDACTED], [REDACTED], [REDACTED], [REDACTED], and [REDACTED] also held Bangkok concerts there.

Initially, fans found it cute and talked about it quietly, but a few days later, a critical post on TheQoo went viral, surpassing 1,000 comments, mostly negative. Honestly, it only stayed at this level because [V]’s album reaction was lukewarm; if it had been [Jungkook], it could’ve been a major controversy.

Regarding [IVE], there’s talk that [REDACTED] staff were stationed in female-dominated cafes like Yeoseongshidae to enforce fan discipline. The team’s consistent positioning as popular among women in their 20s-30s was thanks to female-driven reactions, but there’s a claim that company staff directly intervened. They allegedly caused a fuss over negative posts about [REDACTED] and led efforts to bash other boy groups. Since Yeoseongshidae is considered an untouchable group in the idol scene, these rumors might not have spread widely.

Monitoring Instiz, when users complained about repetitive content, the admin banned one or two people, and mentions of [REDACTED] stopped instantly. It confirmed that a small group was artificially keeping the topic alive. The timing of this frenzy dying down coincided exactly with the news reaching Twitter’s trans-exclusionary feminist and PC-conscious general female users, suggesting their motive.

Recently, [Haewon] introduced an anthology novel she was reading, but male-dominated communities labeled it a “feminist book,” stirring some aggro. It’s a collection by young Korean authors, and you wonder how many active young Korean novelists aren’t feminists. This fuss is less about impacting [NMIXX] significantly and more about potentially being used as aggro, like “[Haewon] tried to ride the feminist wave and team-killed” if the team underperforms.

[Seunghan], who debuted with [ROOKIES] but moved to this team (RIIZE), caused a minor stir last night when his private account released several photos of him kissing his girlfriend. According to the account, the girlfriend is a minor, and since the selfies were taken in what appears to be a lodging facility and a café, it’s hard to blame sasaengs. (Omitted)

The scary thing about community sentiment is how clearly they don’t want to drag this issue out. On Instiz, they quickly framed it as “[Seunghan] is a victim since the photos were leaked,” shutting down discussion. Even later mentions were brushed off with “he’ll do well in his job.” On TheQoo, the issue didn’t even hit the hot posts. This makes you question why [TXT] [Taehyun]’s club candid incident caused such a massive uproar by comparison.

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Above all, [LE SSERAFIM] has now built considerable trust in their live performances, so they’re in a position to expand their tour scale and genuinely compete with boy groups. [BLACKPINK] targeted Coachella and mingled with international celebrities, but they struggled with cohesive team management. [TWICE] has solid teamwork and stadium concerts, but they don’t have it when it comes to generating buzz. If [LE SSERAFIM] can combine the strengths of both, they can easily fill the void left by these major girl groups.

The worse part is, pause any moment of their performance, and with just four members, not a single second of their choreography aligns. Even during ‘GIRLS’ promotions, people were already saying they barely rehearsed their stages, and their teamwork feels like it’s gone nowhere. No matter how many number-one tracks or public clout [IVE] or [aespa] boast, their stage presence is what’ll make or break their tours, and that weakness is about to show up in results soon enough.

With HYBE’s [New-I-Le] label popping up in communities, tying [NewJeans] – [ILLIT] – [LE SSERAFIM], mentions of [ILLIT] have slightly spiked. (Omitted) If [ILLIT] starts mixing in virtual characters on YouTube, they could become the actual bridge to bringing the OSB worldview to life.

In an era of girl groups hitting a million initial album sales, lumping [BLACKPINK] – [LE SSERAFIM] – [aespa] – [IVE] together and categorizing them outside the 4th-gen framework feels necessary now. The [New-I-Le] label has been causing us pain for days—we should just discard the “New” and start over.

The videos at least sparked some “they’re trying something” vibes, but the photos are tanking public opinion. The first photo teaser wasn’t a [2NE1] reinterpretation—it was straight-up cosplay-level styling. The second teaser had members in a snowy set with fur hats, fur boots, and crystal bikinis, but those cliché shots got called out for copying overseas shopping mall photos down to the styling details, composition, and poses.

The timing was oddly in their favor. With Lee Jae-myung’s stabbing and the Seoul Music Awards hitting back-to-back, the trolls were too busy to rip into this group. At worst, you got “no Pledis-style beauties” or “HYBE’s got no standout visuals?”—but those were expected and didn’t sting much. The funniest jab was “where’s the talent that picked [SEVENTEEN]?” when [SEVENTEEN]’s debut was also drowned in appearance-based attacks.

The core complaint is that the company’s half-assed response to the toxic DC community isn’t cutting it. Some grim takes noted that even the government can’t shut down a single gallery, so how’s HYBE supposed to strong-arm user info? For now, resentment toward [JIMIN]’s fandom is shared among other fans, and it’s up to the company to delicately manage this so it doesn’t turn into outright artist hate.

The near-only issue with [Jungkook] is military enlistment. Post-showcase, fans’ demand for tours has surged, but an early enlistment could spark internal fandom fights over “the maknae’s sacrifice.”

<[Enuchae]’s Style Diary> settled content reactions with [Kyujin]’s appearance. There was wariness about the “cute little sister” gimmick clashing with someone else’s oppa, but fans are eating up the two high school girls playfully checking each other with “got another friend besides me?” vibes. For [Enuchae], this relaxed, real content is exactly what she needed for character-building. They filmed a dance challenge together, but it’s a bit gut-wrenching that [Enuchae]’s grown taller, making their physical gap glaring. Thinking about [STRAY KIDS]’ [Changbin], who was nearly the same height as [NMIXX] in their challenge, makes it sadder. And since [Changbin] is buddies with [Yeonjun], picturing them side by side on camera just keeps hurting.

It’s not just about nailing performances or hosting—[Yeonjun] just standing there has impact. Unfortunately, the interview teams were [NCT DREAM] and [STRAY KIDS], and both got obliterated by [Yeonjun]’s physical presence to an almost pitiful degree. [Soobin]’s height is already a known factor, and his soft, goofy image doesn’t clash as much, but [Yeonjun] next to [Changbin] was just too stark a contrast.

On Sunday, an old [Taehyun] pet snake abandonment story got dragged up on Instiz, and I wondered what sparked it. Probably someone watching got triggered by [TXT] and hit the hate button.