The article has since been edited, with Korean netizens accusing HYBE of demanding changes.
Koreaboo
1 hour ago
A recent Sports Khan article shared more details about the alleged controversial attempt from HYBE to secure a 50% stake in Coachella using BTS‘s highly anticipated world tour. The piece — which has since been edited — originally named two HYBE girl groups, drawing backlash from Korean netizens online.
Originally, the article detailed that HYBE demanded a 50% stake in Coachella from AEG, the festival’s parent company, in exchange for full promotional rights over BTS’s world tour. The article claimed that local media interpreted this as a strategic attempt to control which artists would perform on the Coachella stage.
HYBE Allegedly Makes Offer In Exchange For Coachella, Sparks Scathing Criticism
They namedropped LE SSERAFIM and ILLIT as two artists who could benefit from the move.
Local media interpreted HYBE’s demand for a 50% stake in Coachella as more than a simple investment. It was seen as an attempt to secure authority over which artists would perform on the festival stage. Analysts described it as a strategic move to easily feature HYBE’s own idols, such as LE SSERAFIM and ILLIT, on Coachella and facilitate their entry into the U.S. market.
— Sports Khan
The piece also mentioned the alleged reason why AEG rejected the deal.
Industry insiders cited another reason for AEG’s rejection: even if BTS’s tour generated record-breaking revenue, it would account for only one to two years’ worth of income. By contrast, Coachella is the largest festival in the U.S., generating massive annual revenue, and from AEG’s perspective, the deal would have been a “losing business.”
— Sports Khan
| Sports Khan
However, after edits that followed, the article removed several key points: the direct mention of LE SSERAFIM and ILLIT, the analysis criticizing HYBE’s approach as arrogant and harmful to K-pop diversity, and the commentary on the potential risk of undermining Coachella’s prestige and authority.
Local media analyzed that HYBE’s demand for a 50% stake in Coachella went beyond a simple investment. It was an attempt to secure authority over which artists would perform on the stage. Analysts see it as a strategic move to easily feature HYBE’s own idols at Coachella and facilitate entry into the U.S. market.
— Sports Khan article post-edits
The removal of these points has sparked strong reactions online, with Korean netizens accusing HYBE of pressuring the media to manipulate coverage.
지들한테 불리한 내용 기사로 뜨면 항의해서 수정하는거 하도 자주 하던 짓이라서…이제 다들 하이브 때리는 기사 나오면 캡쳐부터 하는구만. https://t.co/qFuH4779aU
— 비오는날오후 (@wishwing281) January 18, 2026
They keep demanding edits whenever news goes against them… now everyone just screenshots HYBE-related articles immediately.
— Fan on X
하이브 악재는 친절하게도 주말에만 터뜨려줌
하이브 주식은 소중하니까
— TAEHYUNG 보라💜하다 (@Sweet_moresweet) January 18, 2026
HYBE’s scandals always conveniently break on the weekend. Their stock is precious, after all.
— Fan via X
일단 구글엔 르세라핌이랑 아일릿이 그대로 잡히긴 함. pic.twitter.com/tiRZ3Zkrul
— Jajaja (@Gjltkf) January 18, 2026
At least Google still shows LE SSERAFIM and ILLIT mentioned.
— Fan via X
BTS