HYBE has kicked off its 'new growth engine' with the unprecedented rookie boy group CORTIS.
On the 8th, HYBE's stock price soared 6.49% at one point during the trading day, reaching 295,500 won. This marks two consecutive days of gains, following a closing price of 277,500 won (based on KRX), which was up about 7% the previous day. Such a price increase is rare for a major agency with a market capitalization of 12 trillion won.
The recent surge in stock prices was significantly driven by the announcement of record-high revenues for the 2nd quarter made on the 6th. Additionally, expectations for activities involving all members of BTS, large-scale world tours of SEVENTEEN, TXT, ENHYPEN, and LE SSERAFIM, along with the rapid growth of emerging lineups such as ILLIT, TWS, and more, have led to positive outlooks in the market.
In particular, the debut announcement of the rookie boy group 'CORTIS,' formed by Big Hit Music, the former company of BTS and TXT, has sparked tremendous anticipation as it is being unveiled for the first time in about six years.
Big Hit Music revealed the team name on the 7th and announced their debut on the 18th. While the specific member composition and concept remain under wraps, they are known as a 'young creator crew' that collaborates across various fields including music, choreography, and video, earning them the label of 'a new dimension group.'
The fan reactions are also notable. CORTIS's official TikTok account, which was opened without prior notice, saw its first short-form video surpass 1 million views in just 24 hours. Despite the members' faces not being revealed directly, the buzz was created solely from 'freshness' and 'curiosity,' generating word of mouth among global fans. The logo sound personally created by leader Martin and the video promoting the team's social media accounts also attracted attention, amassing 2 million cumulative views and 300,000 likes within a day of the channel's opening.
Starting at midnight on the 10th, HYBE Labels will hold a 24-hour premiere on their YouTube channel. Throughout the event, new content will be showcased by the hour, including hints related to debut activities and a segment where members will answer viewers' questions. It is noted as a special event that can only be experienced by fans participating in the live promotion.
The comment section has been flooded with various languages, including Korean, English, Spanish, Portuguese, French, Indonesian, and Thai. With the added support of the 'unconditional love' from fans of BTS and TXT, it signals a change in the global fandom landscape even before the debut.
The group name CORTIS was irregularly formed by combining six letters from 'COLOR OUTSIDE THE LINES', symbolizing the idea of 'thinking freely outside the standards and rules set by the world.' As the next generation representative that continues the lineage of the 'boy group dynasty' Big Hit Music, there is anticipation for how CORTIS will shake up the K-pop market with its boldness and freshness.
[Photo] Big Hit Music
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