“… the company is just dumb…”
Koreaboo
1 hour ago
When BTS announced a hotly anticipated comeback, it was masked in anger as BIGHIT MUSIC also announced comebacks for fellow groups TXT and CORTIS to happen within weeks of each other.
BTS, TXT, And CORTIS Comebacks Spark Unexpected Backlash
Yet, even more controversy was sparked as on March 5 (KST), reports were made that alongside TXT and CORTIS having comebacks in April, that there was a belief that LE SSERAFIM and TWS were also gearing up for a comeback, and the tweet with the reports didn’t include &TEAM, who are releasing a new Japanese album in the same month.
현재 4월 컴백 상황 pic.twitter.com/6RGN242C9g
— 디.. (@S2_D_214) March 5, 2026
It sparked major backlash from netizens who hit back at HYBE for the decisions.
Although the groups are under different sublabels, many thought the surge in comebacks was due to the alleged financial issues HYBE has, but hit back at how it impacts each group with a comeback month that is going to be even more saturated, with the idols battling for charts, music show wins, and more.
하이브 이번 실적 개판이라서 그런듯. 소속 아티들 연골 갈아서 돈 벌어오면 엉뚱한 곳에서 돈지랄하는 사람 따로 있지 쯧쯧 https://t.co/uF5ImriTqW
— 비오는날오후 (@wishwing281) March 5, 2026
It’s probably because HYBE’s latest financial performance is a mess. The artists basically grind themselves to the bone to make money, but there are separate people wasting that money in completely unrelated places..
하이브 진짜 멍청해 맹세컨대. 왜 항상 투바투 컴백을 소속사 그룹이랑 동시에 하는 거야? 하이브 패밀리의 이런 전략 진짜 질렸어. 투바투는 정말 더 나은 대우를 받을 자격이 있어요. 하이브 아이돌과 함께하는 틱톡 영상은 정말 지겹네요 https://t.co/4dBQuCzLyL
— jjun (@yeonrinamy) March 5, 2026
HYBE is seriously so stupid, I swear. Why do they always schedule TXT’s comeback at the same time as other groups from the company? I’m really tired of this kind of ‘HYBE family’ strategy. TXT truly deserve better treatment. These TikTok videos with other HYBE idols are honestly so tiring now.
하이브가 정신을 더 놨구나 https://t.co/b7x3iVfvuL
— 하옌 (@ha_yen8) March 5, 2026
HYBE has really lost its mind even more.
like company just dumb ASF bruh
its 2026 now and most of these groups have hits and established their name already in kpop
why TF is hybe still tryna use that old ass tactic of using bts name and clout, to get the other groups in the company attention?? theres literally no need https://t.co/uYTdCDLjZF
— ♱♱ (@f1lthycortis) March 5, 2026
There have been rumors and debates that HYBE has done it on purpose to “ride the momentum” of BTS’s comeback.
Apparently a marketing tactic to benefit from ‘spillover hype’ after bts’ comeback. I don’t like it personally but hybe is deadset on going on that promo route
— 7th year: Eda⁷ is seeing bts 𖣂 | ⊙⊝⊜ (@_wabeternal_) March 5, 2026
yall are slow if you still haven’t clocked it yet lol Bts cb brings INSANE wave of new fans and media attention and hybe(and the whole industry) knows it. its a STRATEGY to bring attention to their grps. notice how kpop didn’t made any noise out of their lil bubble since 2021 https://t.co/BHiZG14qVx
— aami 𓃠 ⊙⊝⊜ (@IanisKook) March 5, 2026
Hybe strategy. Since bts is coming back this March, hybe will let the other groups make a comeback after for the hype. We might get tiktok collabs to keep the hype up that could help all the groups have a higher chance during award season.
— elle⁷ (📚) 🍝 (@btsughmi) March 5, 2026