HYBE’s Scarcity Play: BTS Comeback as a Lab for Premium Fan Experiences
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.