BTS is HYBE’s main pillar, both literally and figuratively, as well as financially and in terms of reputation. Of course, HYBE is well aware of this, and over the years, the company has repeatedly leveraged the BTS name to promote its own roster of artists.
A notable example came in 2024, when BTS were carrying out their mandatory military service and a discussion began circulating on social media around the phrase “HYBE's media play.” One account compiled a series of headlines from кσяєαn media outlets that they believed were dragging BTS’ name into stories to “hype” HYBE’s other artists, such as “HYBE filling BTS' emptiness with NewJeans” and “BTS enlistment, debut of 4 Hybe teams. TXT, Seventeen comeback announcement.”
In 2025, a teaser for a new co-ed group from a project αѕѕociated with Alan’s Universe/HYBE αмєяι¢α also sparked controversy after featuring footage from a BTS concert. Another case involved BTS’ BT21 account, where a post was changed into promotional content for a NewJeans event.
Recently, HYBE seems to be going down the same road again. And ARMYs, of course, are not going to sit back and let HYBE continue taking advantage of BTS and their fandom for the benefit of other artists!
On September 22, a major controversy erupted within the ARMY community over HYBE’s use of BTS to promote an event for other idols — specifically, HYBE CINE FEST 2026. One of the biggest highlights of HYBE CINE FEST 2026 is the live broadcast of two concerts from BTS WORLD TOUR ‘ARIRANG’ — in Buenos Aires, Argentina, on October 24–25 and in São Paulo, вяαzιℓ, on October 30–31. The event will also screen concert films from SEVENTEEN, TOMORROW X TOGETHER, and ENHYPEN. Selected theaters will additionally feature photo zones, interactive experiences, and exclusive event merchandise.
There would be little to complain about if the event’s merch lineup included all of the participating artists. However, according to the announced list, the products — including shirts, bags, patches, keychains, posters, and various other items — are only available for SEVENTEEN, TXT, ENHYPEN, LE SSERAFIM, BOYNEXTDOOR, TWS, ILLIT, KATSEYE, aoen, and SANTOS BRAVOS. BTS have absolutely no merchandise included in the lineup.
What made fans even more upset was HYBE’s use of BTS’ official social media accounts to promote the event, while BTS’ concerts and other content related to the group were also used as major highlights to attract attention.
As a result, some ARMYs accused HYBE of leveraging BTS’ influence to draw fans to HYBE CINE FEST, while the merchandise and promotional benefits were directed toward other artists. They argued that if the sole purpose were simply to watch BTS’ concerts, fans would not necessarily need to participate in the entire Cine Fest format, since separate live viewing options for the concerts could also fulfill that demand.
For these fans, the issue is not that other artists are appearing at the same event as BTS, but rather what they see as HYBE taking advantage of BTS’ influence and fandom without providing a corresponding balance in return. ARMYs’ response on social media has been fierce:
- We encourage ONLY ARMY to NOT ATTEND and NOT PROMOTE this event. Let's not allow Bangtan's impact to be used for the benefit of projects that exclude them from the main perks
- HYBE using bts’ main accounts to drop company announcements and push other groups on us is so annoying. bts built their fanbase through years of hard work, and the company just uses their notifications as free advertising for everyone else.
- HYBE is using bts and bts official accounts to promo their own groups and trying to make armys fans of their other groups while trying to gain sympathy from armys. while bts is the best thing that ever happened to hybe, hybe continues to be the worst thing that ever happened to bts and army.
- They want to turn ARMY into a multi-fan group so that they will eventually turn around and bite BTS. By giving money to feed HYBE's new group of 'dogs', fans are helping HYBE reduce its dependence on BTS.
- BTS literally made this company, but hybe treats their official accounts like a billboard to boost the whole label. armys follows bts for bts ONLY. the company needs to stop leeching off their platform and learn what basic boundaries are.
- It's like a fcked up criticism sandwich. Instead it's showing us soмєтнing we don't care, then says soмєтнing we do care about is there and then returns back to what we really don't care about.
- Other fans can join BTSXArmy but Army's won't be giving kpoopies any chance after what we've been through
- I hate this company so bad I swear. Thank god I never fell for this hybe family agenda hope hybe never become successful with their agenda
- HYBE, you're useful to everyone except BTS, and yet people claim BTS uses stream bots. If they actually used bots, I wouldn’t even feel bad. You’ve fed everyone except BTS, you piece of sh1t
