BTS’s Comeback Feared To Be Testing Grounds For HYBE’s New “Scarcity Model”
With BTS making their comeback to the music industry as a full group after years, anticipation is at an all-time high. This comeback also might just launch HYBE’s new “experience model,” as revealed by CEO Jason Jaesang Lee.
In his New Year’s address on January 2, Lee stated that he wanted to begin “full-scale profit generation” based on the “HYBE 2.0” foundation established in 2025. He emphasized that in 2026, the top priority of HYBE is to secure the maximum profit. In relation to this, he mentioned that “scarcity” would be the core keyword for HYBE’s fandom business sector.
Scarcity is an important element that enhances the added value of the fan experience. To innovate future fandom businesses, we will design and test an integrated online and offline experience model based on scarcity.
— Jason Jaesang Lee
Though Lee didn’t expand much on what kind of “scarcity” model HYBE might be following, the most common practices that netizens assume might be put into place include a smaller number of concerts and appearances, increased VIP-only access to events, gatekeeping new releases, and so on. And industry insiders believe that BTS’s latest comeback will serve as the testing ground for this new business model. This prediction is based on the fact that their absence from the industry as a full group over the past three years has already created a certain scarcity in their fanbase, thereby providing the appropriate circumstances to test possible new strategies.
BTS Officially Drops 2026 World Tour Dates, Here’s Everything You Need To Know
Regardless of which artist HYBE decides to test its new strategy on, netizens have expressed their concern over the implications. Some also wondered what HYBE would be doing differently, given that multiple K-Pop companies already operate on the “scarcity” model.
The way kpop is such a fun and unique way of experiencing music and performance and transmedia storytelling, but the companies’ leaders are all determined to make it as sad and stressful as possible https://t.co/Dnn4cI8vW1
— raixiuu ⌯ REST ⌯ (@raixiuu) January 15, 2026
tbh companies not only hybe have been using the scarcity model for a long time. ie the shift from free content like vlive and ig lives to paid, exclusive content in weverse, fans, bubble etc. sure this model will bring quick revenue but i think it'll backfire in consumer loyalty https://t.co/Scd5zr4lu3
— fromisday holidays ☃️🤶☘️ (@jjinsauce) January 16, 2026
Luxury brands thrive on scarcity marketing and exclusivity, which is why they’re so sought after. An entertainment conglomerate doing this will just raise barriers to entry and divide fandoms even more. It’s like the Disney Vault concept all over again. https://t.co/YbmVxAgHs6 pic.twitter.com/oubytBwBq4
— kernel panic attack (@goodbyefriend) January 15, 2026
i wish kpop fandoms had the spine and sense to fight against things like this instead of knowing everything and still letting it happen bc they believe this is some loyalty test instead of the companies openly ripping you off bc you love your artists https://t.co/D0QuwircxB
— autumn⁷ 🥀 (@moonlightkive) January 16, 2026
What are your thoughts on this?
