HYBE’s Scarcity Play: BTS Comeback as a Lab for Premium Fan Experiences
TL;DR Summary
HYBE CEO Jason Jaesang Lee outlined a 'HYBE 2.0' strategy centered on scarcity to maximize profits in 2026, aiming to blend online and offline fan experiences. BTS’s full-group return is viewed as the testing ground for exclusive events and gatekept releases, sparking debate over potential impacts on fan loyalty and accessibility.
- BTS’s Comeback Feared To Be Testing Grounds For HYBE’s New "Scarcity Model" Koreaboo
- 2026 BTS World Tour: How to register for presale before the deadline, ticket prices, dates and more Yahoo
- BTS announces return with new world tour in 2026 and 2027 The Guardian
- As K-pop superstars BTS return, HYBE CEO to test ‘scarcity’ model for fandom business Music Business Worldwide
- Ticket Alert: BTS Are Playing at Stanford, For Some Reason KQED
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