BTS’s Return Seen as Trial for HYBE’s New Scarcity Strategy
BTS is facing backlash over HYBE’s new “scarcity” business model set to debut with their comeback.
HYBE CEO Jason Jaesang Lee revealed in his January 2 New Year’s address that 2026 will focus on “full-scale profit generation” built on the “HYBE 2.0” platform started in 2025. The core of their fandom strategy will be scarcity.
Lee said:
Scarcity is an important element that enhances the added value of the fan experience. To innovate future fandom businesses, we will design and test an integrated online and offline experience model based on scarcity.
— Jason Jaesang Lee
This means fewer concerts, limited event access, and tighter control over new releases. BTS’s comeback after a three-year group hiatus is expected to be the test run for this model. Fans are already on edge since BTS’s time away created natural scarcity, raising questions about what else HYBE might do.
Netizens and K-pop fans quickly spoke out on Twitter about the plan, worrying it could ruin the music experience and fan loyalty.
Some fans wrote:
The way kpop is such a fun and unique way of experiencing music and performance and transmedia storytelling, but the companies’ leaders are all determined to make it as sad and stressful as possible
— @raixiuu
tbh companies not only hybe have been using the scarcity model for a long time. ie the shift from free content like vlive and ig lives to paid, exclusive content in weverse, fans, bubble etc. sure this model will bring quick revenue but i think it’ll backfire in consumer loyalty
— @jjinsauce
Luxury brands thrive on scarcity marketing and exclusivity, which is why they’re so sought after. An entertainment conglomerate doing this will just raise barriers to entry and divide fandoms even more. It’s like the Disney Vault concept all over again.
— @goodbyefriend
i wish kpop fandoms had the spine and sense to fight against things like this instead of knowing everything and still letting it happen bc they believe this is some loyalty test instead of the companies openly ripping you off bc you love your artists
— @moonlightkive
The debate over HYBE’s “scarcity” approach is heating up fast. Fans are asking: will this strategy make K-pop better, or just push them away?
Source: Asia Business Daily