Fans lash out at HYBE over BTS’ promotion amid Grammy snub; accuse agency of focusing on new debuting groups

Following the completion of the septet’s mandatory military service in June 2025, fans expected HYBE to unleash full-scale promotional efforts in preparation for the group’s return.

HYBE seems to be under fire from BTS fans after what many see as a troubling shift in how the label is promoting the group ahead of their highly anticipated 2026 comeback. There seems to be growing frustration among ARMYs over perceived neglect, budget allocation, and strategic priority within HYBE for newly debuting K-pop groups.

Following the completion of the septet’s mandatory military service in June 2025, fans expected HYBE to unleash full-scale promotional efforts in preparation for the group’s return. Instead, many believe HYBE has redirected resources and momentum toward its rookie groups, triggering a wave of online backlash. One fan captured the mood with a blunt assessment, “It’s not just ‘they don’t want them to grow’ they are actively sabotaging them and not reacting to them being slandered…”

Moreover, BTS was snubbed from Grammy nominations despite HYBE’s lobbying efforts and membership drives with the Recording Academy. Fans pointed out that while HYBE pushed other acts into the global spotlight, BTS appeared to receive comparatively limited support.

As another fan noted, “HYBE made a bunch of their idols join the U.S Recording Academy this year and still no BTS member got a nomination, that’s actually embarrassing.”

The tension also stems from HYBE’s recent promotional decisions, particularly around the rookie group CORTIS. Fans claim that BTS’s name and legacy are being used as a springboard for new acts under the same umbrella, diluting BTS’s unique identity in the process.

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One user posted, “Hybe milking ARMYs and BTS till their last drop to fund their new debuting groups and give them everything on a silver platter.”

BTS’ full-group comeback hasn’t yet been publicly dated, though many analysts expect it next spring. In the meantime, fans are watching the label’s every move, interpreting promotions, banners, and social-media strategy as indicators of priority. The lack of visible push for BTS is fueling concerns that HYBE is focusing more on expanding its roster than honouring the group that initially powered its global rise.