HYBE (chairman Bang Si-hyuk) held the "HYBE Brand Synergy Day 2025" at the Shilla Hotel's state banquet hall in Seoul on the 23rd.
HYBE Brand Synergy Day was planned to share successful cases that created special synergies through collaboration between global brands and HYBE artists and to discover new collaboration opportunities. The HYBE Brand Synergy Division (HBS), which is in charge of partnerships between HYBE Music Group's artist IP and brands, hosted the partnership networking event for the second time following last year.
The event introduced success cases of collaborations between HYBE Music Group artists and various industries. It was divided into three sessions: "K-culture synergy," which covered collaborations with K-beauty and K-food brands; "global mega synergy," which focused on collaborations with global major corporations that amplified impact; and "sports synergy," which showcased how artists and the sports sector collaborated to create the sportainment field.
Notably shared as major examples were collaborations such as SEVENTEEN, celebrating their 10th anniversary this year, partnering with Airbnb on its newly launched "Experience" service, and LE SSERAFIM collaborating with Google's Android on a music video to promote the AI assistant Gemini.
Also detailed were diverse collaboration cases between HYBE's various artists and global brands and mega sports events, including HYBE producing and supplying the "Team Korea cheering lightstick" for the national team and wide-ranging collaborations that involved BTS's Jin and TOMORROW X TOGETHER, which drew the attention of about 110 brand representatives who attended the event.
Lee Seung-seok, head of business for the HYBE Brand Synergy Division, said the cases shared at the event "were examples in which the characteristics of partner companies and artist brands aligned well and could exert greater impact based on the influence of HYBE Music Group artists, who enjoy broad support across regions and generations," and added, "We will continue to promote the co-growth of artists and brands so that the expanding power of K-culture centered on K-pop connects to various global brands and sports areas and extends into a mega synergy that people around the world can feel."
[Photo] HYBE
[OSEN]