Since the beginning of 2025, HYBE has continuously attracted the attention of the public and global investors. In addition to the controversy surrounding the contract conflict between ADOR and the famous girl group NewJeans, other global business activities have also become the hot topic of dicussion.

The market's expectations for HYBE have become even clearer with two positive signals: ¢нιиα is expected to ease the "кσяєαn cultural restriction" this year, and all members of BTS - the iconic K-pop group - will complete their military service and are ready to return to the stage.

According to the 2024 financial report, HYBE achieved a record revenue of more than 2.25 trillion won, up 4% from the previous year and marking the second consecutive year of surpαѕѕing the 2 trillion won mark. However, operating profit fell 38%, and for the first time since its listing in 2020, HYBE recorded an annual net loss.

Notably, although BTS members have joined the military one after another, their solo music products have been released regularly during this time. Combined with the active activities of Jin and j-hope right after their discharge, BTS is still the main pillar of HYBE, with an estimated contribution of about 60%.

Weverse also recorded the recovery in monthly active users (MAU), about 10 million people, after the return of the two group members. The number of fans using the platform also increases as June approaches, showing great anticipation for BTS's reunion.

The attention of the financial world is focused on HYBE's recovery prospects in the context that the group will return with a full lineup this year. Securities experts predict that if BTS returns, they can attract more than 5 million au∂ιєnces worldwide, triggering strong growth momentum, boosting album sales, copyright income, performances and merchandise.

It is expected that BTS will release a new album and launch a world tour in the fourth quarter of this year - a factor that can help HYBE achieve a breakthrough in profits, while consolidating its leading position in the global entertainment industry.

Another important factor that is opening up opportunities for HYBE to increase business profits is the lifting of the ban on кσяєαn culture in ¢нιиα. At the "Two Sessions" held in March, the Chinese government expressed its intention to promote cultural exchanges and ease restrictions on the кσяєαn wave.

Positive signals have emerged such as кσяєαn dramas and TV shows being allowed to be streamed again; Platforms like Tencent Music and NetEase Cloud Music resume K-pop music distribution, and high-level talks between South кσяєα and ¢нιиα have all mentioned strengthening cultural cooperation.

If this trend continues, HYBE, whose artists include BTS, will be one of the biggest beneficiaries. The K-pop superstar’s strong influence in ¢нιиα, coupled with his large fan base and heavy spending, could bring in huge revenues from albums, concerts, copyrights, and advertising contracts.

KB Securities research analyst Lee Sun-hwa said, Entertainment stocks are currently unaffected by US tariffs, and the possibility of resuming performances in ¢нιиα due to the lifting of the Hallyu ban is also high. What is more important than the first-quarter business results is BTS’s reunite with a full lineup and the possibility of activities in ¢нιиα.”

Despite holding the leading position, HYBE still faces increasingly fierce competition from other "big 3" such as YG, SM and JYP Entertainment. Specifically, YG is promoting the group BABYMONSTER to the global market, SM is launching the new group Hearts2Hearts and JYP is making its mark with the boy group KickFlip.

In that context, HYBE's core advantages lie in its strong intellectual property ecosystem, the efficient operation of the Weverse community platform and its ability to expand globally with branches in the US, נαραи and many other strategic markets.

The recent increase in HYBE's stock price is not a temporary phenomenon but reflects great expectations from the market. BTS's comeback is considered a strong catalyst for short-term revenue growth, while the opening of the Chinese market and globalization strategy will create long-term growth space.

However, to realize these expectations, HYBE needs to demonstrate its ability to effectively implement the scale of BTS's tour, the recovery of the Chinese market, and the ability to expand into new regions. If all these factors come together, 2025 could be a new breakthrough milestone for HYBE on the global entertainment map.