HYBE’s headquarters in Yongsan, Seoul. Image: Yonhap via The Korea Herald

A HYBE internal document on K-pop industry trends, presented to top executives, including its chairman Bang Si-hyuk, has been fueling intense debate since its disclosure at a National Assembly audit on Oct. 24.

The report stunned K-pop fans and the public with its critiques of young idols’ appearances, describing some as “surprisingly unattractive” or “overly reliant on cosmetic enhancements,” which brought significant attention to the document’s author.

Contrary to local media reports suggesting he is just a regular employee at HYBE, industry sources say the author is actually the esteemed local pop culture critic Kang Myeong-seok.

Some local reports have only partially identified the author, with some sources adding that he previously served as editor-in-chief of Weverse Magazine, published by HYBE’s global fan platform, Weverse.

HYBE’s internal report on K-pop industry trends Image: Courtesy of Rep. Min Hyung-bae’s office via The Korea Herald

Kang, 47, who was removed from his role on Oct. 29 after the document drew nationwide criticism, is known among music critics as one of the most prolific and well-respected columnists on K-pop idol groups. He previously worked as a journalist covering early stories of legendary K-pop acts such as Seo Taiji and Boys and H.O.T.

Early on, Kang even anticipated the competitive dynamics between JYP Entertainment, YG Entertainment, and SM Entertainment.

He also co-authored “Beyond the Story: 10-Year Record of BTS,” an official BTS memoir published in July 2023, which debuted at No. 1 on The New York Times’ Best Sellers list in the nonfiction category.

It speaks volumes about his standing within HYBE that Kang was allowed to interview all seven BTS members and co-author their joint memoir, as such a significant task would likely be entrusted only to someone deeply trusted by Bang.

“Kang has a close relationship with Chairman Bang, and they often discuss company operations and idol production matters. Rumor has it that Kang and Bang even planned ILLIT’s concept together,” a source told The Korea Herald, on condition of anonymity.

HYBE chairman Bang Si-hyuk. Image: Courtesy of HYBE

It remains unclear whether Bang directly instructed Kang to draft the document, but reports indicate the document was shared with Bang and HYBE’s top executives. During the audit, its chief operating officer Kim Tae-ho explained that the document was intended to monitor public opinion surrounding Hybe artists and the broader K-pop industry.

However, former Ador CEO Min Hee-jin suggested during a live interview with a YouTuber on Tuesday that the document may have been intended to help executives with limited industry experience gain insight into the K-pop scene. She criticized the report, noting that it could foster misconceptions about the industry among readers.

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Kang has been reassigned to the human resources team at HYBE.777rainbow

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