HYBE Aimed to “Spark SM’s Internal Conflict” in Post-Lee Soo Man Era, Promotesd Bang Si Hyuk as “Likable Figure”

Recently, a leaked document from HYBE has stirred the K-pop community, revealing the company’s elaborate strategy to boost chairman Bang Si Hyuk’s influence while suggesting ways to create internal conflicts within SM Entertainment in the post-Lee Soo Man era. This strategy not only aims to highlight Bang Si Hyuk as a “game-changing figure” but also strategically employs international media attention.

Lee Soo Man’s Documentary – An Opportunity to Spark “Internal Conflict” in SM?

One section of the document, dated November 30, 2022, discusses an upcoming Amazon Prime documentary titled Lee Soo Man: The King of K-Pop. According to the document, this film promises to reveal stories and hidden aspects of the career of SM Entertainment’s founder and former CEO, Lee Soo Man.

HYBE notes that this documentary will primarily target an international audience, rather than Korean viewers, raising the possibility of conflicts among SM’s post-Lee Soo Man leadership when the film is released. The document even hints that this approach might “stir the pot” within SM, especially as producers and executives continue to work under Lee Soo Man’s shadow. This has led some to question whether HYBE is leveraging this situation to “agitate” SM’s internal structure.

Bang Si Hyuk’s Promotion Strategy – The “Likable Figure” Image

In addition to the strategy for potential conflict at SM, the document highlights HYBE’s long-term goal to promote Bang Si Hyuk as a humble and likable leader, contrasting with the self-promotion of Lee Soo Man and Park Jin Young (J.Y. Park). According to the document, while Park Jin Young prepares for end-of-year concerts and Lee Soo Man “continues his self-praise,” HYBE believes it’s essential to portray Bang Si Hyuk as a genuine “game changer,” someone who has shattered traditional K-pop norms.

One part of this strategy involves featuring Bang Si Hyuk on the covers of international magazines, particularly during major events at HYBE’s U.S. branch. Specifically, HYBE plans to collaborate with magazines like GQ and introduce Bang with the line, “He is not the king of K-Pop,” emphasizing his role as a pioneering force transforming the K-pop industry.