Shares in BTS agency Hybe drop after comeback show turnout – but profits set to surge tenfold this year

Shares in HYBE has dropped after the long-awaited BTS comeback show that took place last week, but profits are set to increase tenfold in 2026.

The K-pop giants made their highly anticipated comeback at the weekend – holding a free concert in Gwanghwamun Square in Seoul, in which all seven members performed together for the first time since a hiatus in 2022 after enlisting for mandatory military service.

The gig came as somewhat of a warm-up for the group’s sold-out, 82-date tour, and was livestreamed to over 190 countries on Netflix. According to BBC News, it was predicted that 250,000 fans would show up for the gig, however, on the night, the actual figure was roughly 104,000.

Ahead of the show, shares in HYBE had risen in anticipation of the comeback and the new album from BTS ‘Arirang’, however, on Monday (March 23), shares have reportedly dropped by 15.5 per cent since the gig.

While the turnout figures were noticeably less than expected, the BTS comeback did still set the record for the largest-ever public concert in South Korea – surpassing the record set by PSY with his gig at Seoul City Hall in 2012 (via Consequence).

It has also been widely speculated that the dip in the turnout was due to strict measures of crowd control implemented on the night, with some being turned away due to safety concerns.

HYBE issued an official statement after the gig, apologising for the disruption caused by the show, and said that they had done everything they could to ensure the safety of fans and people in the surrounding areas.

“We would like to sincerely apologise to those who commute through Gwanghwamun Square and everyone who experienced inconvenience in their precious personal schedules or daily routines,” they said (via BandWagon). “Because we absolutely needed to ensure the safety of this event that was receiving attention from all over the world, we inevitably had to implement certain measures.”

The live show saw the seven-piece break out new tracks from their ‘Arirang’ album for the first time, including ‘Body to Body’, ‘Hooligan’, ‘2.0’, and ‘Like Animals’, and RM performed seated for much of the set after spraining his ankle in rehearsals.

Since the gig was held, NH Investment & Securities researcher Lee Hwa-jeong has predicted a mammoth increase in profits for HYBE, particularly thanks to their huge world tour being just around the corner.

In a statement, she said (via MSN): “This year, HYBE’s sales are projected to reach 4.2 trillion Korean won, with an operating profit of 533.9 billion Korean won. This marks a nearly tenfold rebound compared to last year.”

BTS’ partnership with Netflix will continue on March 27 with the premiere of a new documentary, BTS: The Return. The film was directed by Bao Nguyen (The Stringer, The Greatest Night In Pop) and goes behind-the-scenes as the seven members reunited after military service in Los Angeles to work on ‘Arirang’.