HYBE’s internal “Music Industry Weekly Trend Report” has surfaced, revealing the company’s views on several controversies involving major K-pop figures. Initially meant to be shared with high-ranking executives, this report gained public attention through Channel A, a Korean media outlet, on October 26. The report delves into issues surrounding idols, including NCT’s Haechan and RIIZE’s Seunghan, alongside notable developments involving Seventeen, ENHYPEN, and other groups under the HYBE umbrella.

HYBE’s Response to NCT Haechan’s Smoking Incident

An incident involving NCT’s Haechan stirred significant discussion online after footage surfaced of him smoking an e-cigarette in a practice room. The footage, initially included in behind-the-scenes content, captured Haechan’s reflection in a mirror. Despite the clip being removed later, fans debated whether he was smoking or consuming a chocolate bar. Ultimately, fans reported Haechan for smoking indoors, reigniting discussion over idols’ behavior and the companies’ roles in managing such incidents.

This situation is not the first time an NCT member has been linked to a smoking controversy. Fans voiced frustration at what they perceived as selective criticism, pointing out that other idols, like BTS’s Jungkook, were previously scrutinized for smoking in designated areas, whereas some NCT fans appeared to dismiss Haechan’s indoor smoking.

RIIZE Seunghan’s Photo Leak Sparks Debate

RIIZE member Seunghan faced public scrutiny after an attacker account leaked photos of him kissing a girlfriend in a hotel. This issue gained particular attention because the girlfriend was reportedly a minor at the time the photos were taken. While some fans defended Seunghan, suggesting he was the victim due to the non-consensual nature of the leak, opinions were divided. Communities like Instiz debated the situation, with some choosing to defend him based on his professional abilities, while others raised concerns about the age factor and the setting of the photo.

This incident highlights the contrasting reactions from online fan communities. Fans pointed out that when TXT’s Taehyun was filmed at a club without permission, the backlash was more intense. In contrast, discussions surrounding Seunghan’s photos quickly dissipated on major community boards like Theqoo, where users argued that his private life should remain unexamined.

ENHYPEN Gains Attention Amidst K-Pop Shifts

The report also discussed the rising interest in ENHYPEN among K-pop fans. As new groups like ZEROBASEONE and BOYNEXTDOOR emerge, some fans appear increasingly drawn to established groups. According to the report, ENHYPEN’s appeal lies in their synchronized performances, visuals, and overarching concept. HYBE’s report suggests this group could attract more attention domestically through targeted promotions.

Seventeen’s Concert at Thailand’s Rajamangala Stadium

Seventeen is set to perform at Thailand’s Rajamangala Stadium, a prestigious venue typically reserved for top-tier artists. HYBE’s report highlights this as a significant milestone for the group, especially in light of current conversations about album sales. This booking underlines Seventeen’s immense fanbase, joining them with other notable artists who have sold out concerts at this venue. Rajamangala Stadium’s high profile could serve as a pivotal moment for Seventeen’s international growth and strengthen their position within the industry.

NMIXX’s Haewon Faces “Feminist” Backlash

Finally, the report mentioned NMIXX’s Haewon, who recently shared her interest in a collection of short stories by young Korean authors with fans. Some predominantly male online communities labeled her choice of literature as “feminist,” igniting debates around the use of feminist material in the K-pop industry. According to HYBE’s report, while the incident may not directly impact NMIXX’s reputation, it reflects how fans and communities react to idols expressing personal interests that may spark controversy.

HYBE’s “Weekly Trend Report” provides insight into how major entertainment companies are responding to, and managing, public perceptions of their artists. It underscores the ongoing conversations around privacy, behavior, and societal expectations in the K-pop industry.

See the full page of the report’s translation below.

-NCT Haechan

• Footage of Haechan smoking an e-cigarette revealed in behind-the-scenes content. He was filmed dead on through the practice room mirror, but some fans tried to argue that he was eating a chocolate bar and made a fool of themselves. While the footage has since been since deleted from the behind-the-scenes content, someone has reported him for smoking indoors. 
• This is not the first time that a member of NCT has become wrapped up in a smoking controversy, and it is problematic that the company is incapable of spotting such occurrences from being aired. At the same time, it’s nasty to see the same communities who treated Jungkook like a wanted criminal for smoking outdoors in a designated smoking area, trying to let this incident slide.

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The interest from K-Pop idol fans on the team’s comeback has increased noticeably following the release of the trailer. It is noteworthy that at the present moment, when new groups such as ZEROBASEONE and BOYNEXTDOOR have not established a strong foothold, those consumers who are wanderers are to a certain extent showing positive interest in ENHYPEN. There is the possibility of drawing in more fans domestically through viral promotions emphasizing that it’s not too late to stan a group with visuals, performing skills, and a vision. 

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• Considering that Thailand’s most top tier superstars perform at Rajamangala, the news that Seventeen is performing there itself is viral promotion-worthy material. Particularly so as these days, groups with high selling power face questions such as ‘Where do they sell all those albums’. For reference, [blurred]’s concert in Bangkok earlier this year was held at Impact Arena. Other artists like [blurred], [blurred], [blurred], [blurred], and [blurred] all performed there. 
• At first, the fans said that it was cute, but eventually, a criticism post was shared on Theqoo with over 1,000 comments, largely negative. In truth, it’s all because the response to V‘s album was mediocre. If it were Jungkook, it would have been a major controversy.
• According to rumors from the IVE case, there are some staff of [blurred] who stake themselves out on predominantly female-user online communities to discipline the fandom. It’s rumored that the reason the team was able to establish itself as a team that is popular with female consumers age 20~30 was due to the response on female-user based online communities. 
• Haewon recently introduced a collection short stories she is currently reading to fans, and some users on a predominantly male-user community is calling it ‘feminist’. It’s a collection of short stories by young Korean authors. Among young Korean authors active in literature today, there are probably very few who aren’t feminist. While it is difficult to say that this incident can affect NMIXX in a major way, it is material that can be used to troll people, claiming that Haewon tried to hop on the ‘feminist train’ since her group wasn’t doing well but then it backfired.
• There was an issue surrounding Seunghan, who was revealed as a member of ROOKIES then later transferred to RIIZE, after photos of him kissing his girlfriend were exposed by an attacker account on Twitter. According to the original poster, the girlfriend was a minor at the time, and the photos contained evidence to suggest that they were taken at a hotel. What is frightening about these communities and their tendencies is that they do not wish to linger on this issue too long at all. Rather, on communities like Instiz, some are arguing that Seunghan himself is a victim since his private photos were publicly exposed without consent, and later on, others shut down the issue from being mentioned completely with comments like ‘he is good at his job’. The issue itself failed to go viral on Theqoo. Considering their reactions, it is unacceptable that when TXT’s Taehyun was filmed without permission at a club, they caused such an uproar.

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