- HYBE intends to limit fan access in 2026 in order to experiment with scarcity as a new income driver.
- The idea will be tested with BTS's much anticipated comeback, which could put strain on its fan economy.
- Under its "HYBE 2.0" strategy, the company will be prioritizing profitability over mere expansion.
HYBE, the South Korean entertainment company behind global hit BTS, is launching a radical new approach in 2026. As reported by various Korean media sources, CEO Jason Jaesang Lee told employees in a New Year's address that the company may purposely limit fan engagement in the hopes of unlocking new revenue streams. The method, which tests "a new experience model based on scarcity," comes as BTS prepares for its first world tour in nearly four years, giving a high-stakes test for the idea itself.
Lee, who became CEO of HYBE in 2024 after serving as the company’s chief strategist, believes that scarcity may "enhance the added value of the fan experience" through limited-time online and offline products. He reportedly provided few precise examples of the same, like VIP-only events, shortened performance calendars, and restricted access to new releases. However, the basic rationale is clear that supply restrictions could potentially justify higher prices charged by the corporations.
BTS 2026 Return: A Strategic Catalyst
All seven members of the band have undergone required South Korean military service in the past four years and are now formally re-entering the world arena with the announcement of 79 tour dates in 34 cities beginning April 9 at Goyang Stadium near Seoul. A fresh album titled Arirang, is also scheduled for release on March 20, with its presale window opening from Jan 22 for members of BTS' official fan club named ARMY. A general on-sales will be followed beginning Jan 24 on various platforms, indicating that the scarcity model could be used initially in the comeback period.
BTS' absence reduced its share of HYBE's revenue from almost all of its peak to less than 20% in 2024. Nevertheless, the entertainment giant expanded strongly in the interim, growing into the United States, Latin America, and Africa while launching newer acts such as global girl group KATSEYE in collaboration with Universal Music Group's Geffen Records.
HYBE 2.0: Profit Over Growth?
Lee identified 2026 as the year HYBE must verify its "HYBE 2.0" plan, which involves a shift from a typical label/solution/platform paradigm to a music-platform-tech ecosystem. According to The Asia Business Daily, the HYBE CEO has outlined five priorities which includes, validating new business feasibility, increasing sustainable IP reach, developing the scarcity experience model, securing AI prosumer leadership, and establishing global governance. Additionally, he emphasized on profitability, attributing it as the ultimate measure of success.
In light of this, HYBE announced plans to sell around ₩ 5.16 billion (~ $3.5 million USD) of its own shares, reported Music Business Worldwide. The news follows as the company's stock spiked on the event of BTS' homecoming, thus reinforcing market expectations that BTS' return will transform HYBE's top line.
HYBE Beyond BTS and K-pop
HYBE's growth into markets such as India, as well as its efforts to manage global artists like Grammy-winning South African pop diva Tyla, reflect a larger aim to apply its K-pop based playbook globally. That includes Weverse, HYBE's fan engagement platform as well, which has drawn substantial Western artists like Ariana Grande, The Kid LAROI, Gracie Abrams, and Conan Gray, looking for greater revenue than what standard social media channels offer.
Industry analysts will be watching to see if scarcity, which is rarely employed as an intentional fan-economy tool in music, results in long-term profit or alienates the very crowds that HYBE aims to energize. For the time being, the long-awaited reunion of BTS serves as the strategy's first big test.
