Sustainable K-pop Awards: HYBE tops Environmental Pollution List due to aggressive album marketing, followed by YG Entertainment and SM Entertainment

Hybe

HYBE, the powerhouse behind BTS and SEVENTEEN, has come under fire for its environmental impact. The Sustainable K-pop Awards 2024, organised by Kpop4Planet, placed HYBE at the top of the Environmental Pollution of the Year list due to its album marketing practices.
In a survey conducted by Kpop4Planet with over 10040 global fans, HYBE was criticised for tactics like including fan meeting tickets, random photo cards, and multiple album versions in physical releases.

These strategies encourage fans to buy multiple copies, driving up album sales but contributing to significant environmental harm.

Despite the rise of online music streaming, K-pop physical album sales have soared, intensifying the industry's carbon footprint. HYBE’s practices were deemed the most impactful, securing the top spot in the survey.

YG Entertainment, SM Entertainment, and JYP Entertainment followed HYBE in second, third, and fourth positions, respectively. These companies also employ similar marketing strategies, drawing criticism for their environmental implications.

Kpop4Planet hosted a symbolic protest outside HYBE’s headquarters in Yongsan, Seoul, awarding trophies shaped like K-pop lightsticks to reflect the survey results.

Lightsticks, a symbol of K-pop’s unity and positive influence, were repurposed to signify fans’ determination to push for environmentally responsible practices.

The group plans to continue raising awareness about the environmental impact of excessive album marketing and hopes to inspire industry-wide change.

HYBE and other major agencies now face the challenge of balancing commercial success with environmental responsibility.

Fans and advocacy groups are urging them to explore sustainable alternatives to minimise their environmental footprint.