On the first day of the new year, messages bearing the same date began appearing in the mailboxes of ARMYs around the world. The moment the envelopes were opened, everyone was stunned—inside was BTS’s comeback date. This return carries weight from the numbers alone: measured by full-member album releases, it marks BTS’s first comeback in 3 years and 9 months since Proof was released in June 2022.
Throughout that period, the members persevered, each holding their ground in their own respective places. This time, they chose the most “analog” way possible to announce their return—handwritten letters!
RM wrote that he had “waited for this moment more than anyone else.” Jin conveyed, “Thank you for waiting.” SUGA said, “Let’s enjoy this year together and love one another,” while Jimin wrote, “The year we meet again has arrived.” V promised many more memories to come, and Jungkook left his feelings in a single line: “I miss you.” As j-hope put it, the plans that had existed only in their minds have finally become reality.
On January 1, 2026, BigHit Music officially confirmed the news through its official channels and mainstream media outlets. March 20 was chosen as the comeback date, coinciding with the spring equinox in the Northern Hemisphere as well as the International Day of Happiness—further reinforcing the symbolic significance of the return of the “Pop Icons of the 21st Century.”
Notably, following BigHit Music’s announcement, HYBE’s stock price surged sharply on the very first trading day of the new year. As of 1:00 p.m. on January 2, HYBE shares (ticker: 352820) were trading at 345,000 won, up 4.55% from the previous session—an exceptional jump at a time when investors have largely viewed K-pop entertainment stocks, including the industry’s “big three” SM, YG, and JYP, as among the least attractive due to prolonged stagnation in the K-pop market in recent years.
Toward the end of last year, Hanwha Investment & Securities, Eugene Investment & Securities, and NH Investment & Securities all lowered their target prices for SM Entertainment to the range of 150,000–170,000 won. YG Entertainment faced similar undervaluation, with securities firms cutting its average target price by approximately 15%, from 120,000 won to 100,000 won. JYP Entertainment was no exception to this trend.
However, amid the broader downturn in the second half of last year, one stock continued to attract strong inflows from retail investors—HYBE. Its share price remained relatively stable, or even showed slight gains. At one point, retail investment demand surged to such an extent that the stock surpαѕѕed the 310,000-won mark.
Since December, analysts have set HYBE’s average target price at a relatively high level of approximately 368,840 won, with estimates ranging from 300,000 to 420,000 won. Most analyst reports rated HYBE as a “strong buy.” The clear divergence in investor sentiment stems from HYBE’s ownership of the industry’s most powerful IP—BTS. Investors were strongly drawn by expectations surrounding BTS’s album release in March and the subsequent eight-month world tour.
As predicted, the results followed swiftly. On the very first day of the new year, immediately after the official comeback date was announced, HYBE’s stock reached 345,000 won. This figure is widely expected to rise further leading up to March 20. This situation underscores the immense value and market significance of BTS’s intellectual property (IP). For investors, BTS represents stability and the capacity to generate revenue ѕнσ¢кs on a scale unmatched by any other K-pop group today. BTS’s IP has the power to elevate the entire company—even during periods of market saturation.
In this context, Ji In-hae, an analyst at Shinhan Investment Corp., reaffirmed HYBE as her top pick in the entertainment sector in an article published on January 2. She projected that “the largest world tour in K-pop history is expected to be announced between January and February,” adding that “factors such as favorable exchange rates, a high proportion of U.S. market exposure, and the ‘scarcity value’ of a full-group comeback after a long hiatus due to military service and ¢σνι∂-19 are likely to drive higher average ticket prices and increased merchandise spending, which will in turn lead to upward revisions in future earnings estimates.”
Meanwhile, alongside the news of BTS’s comeback, HYBE CEO Lee Jae-sang designated 2026 as a “year of realizing results.” In his New Year’s address released on January 2, Lee stated, “The year 2025 was a period of strategic investment and internal consolidation aimed at strengthening the company’s capacity for sustainable growth,” adding, “This year will be one in which we demonstrate to the market that our bold, preemptive investments were the right decision, and that the time spent enduring and refining our corporate structure was worthwhile.”
He emphasized, “HYBE’s growth philosophy is clear: to create top-tier IPs, lead the fandom business, and expand those achievements into new markets and genres.” He also concluded, “The protagonists who will lead this journey are all of us. I hope that each and every HYBE member will become both a driver of growth and a partner along the way.”
