“It’s not like HYBE is broke.”
Koreaboo
3 hours ago
Recently, an online community post garnered attention as netizens discussed whether BTS’s creative direction had changed for the worse.
Currently, the creative director is Kim Sung Min, who rebranded the group for “Dynamite” and continued the creative direction for “Be” as well as “Butter.” He previously worked on the design for the PyeongChang Winter Olympics.
However, many fans felt that everything went downhill after he took over.
이새끼부터 좆질시작 좆미감의 시작 좆억의시작 https://t.co/s9sFCXu4Zx pic.twitter.com/muKNUMdTmV
— sabi.. (@wasabb__) January 4, 2026
This f*cker started all these f*cked up aesthetics.
Netizens agreed that his design direction changed the group’s entire style.
| Instiz
- “Since this guy took over, the group’s aesthetics have hit rock bottom.”
- “‘Butter’ was absolute crap. Considering the size of the company and BTS’s status, it was extremely disappointing. It’s not like the company’s broke.”
- “The previous director understood how to capture the group’s identity…”
- “I don’t know about ‘Butter’, but ‘Take Two’ was too much.”
- “I’ve liked BTS for over 10 plus years, but that ‘Butter’ logo was horrible.”
- “‘Take Two’ literally looked like it was made in Paint.”
BTS