HYBE Hosts 'Brand Synergy Day 2025', Showcasing Successful Collaborations

HYBE successfully hosted its 'HYBE Brand Synergy Day 2025' event at the Shilla Hotel in Seoul.

The event was designed to share successful collaboration cases between global brands and HYBE artists, fostering new partnership opportunities. This marks the second consecutive year the event has been organized by HYBE Brand Synergy (HBS), the division dedicated to artist IP and brand partnerships.

Various success stories of collaborations across diverse industries were presented. These were divided into three key sessions: 'K-Culture Synergy,' focusing on partnerships with K-beauty and K-food brands; 'Global Mega Synergy,' highlighting collaborations with major international corporations; and 'Sports Synergy,' demonstrating the creation of the 'sportainment' sector through artist-sports tie-ups.

Notable examples included the collaboration between SEVENTEEN, celebrating their 10th debut anniversary, and Airbnb for a new 'Experience' service launch. Another highlight was the partnership between LE SSERAFIM and Google Android for a music video promoting the AI assistant Gemini. The event also detailed HYBE's involvement in the Paris Olympics, including the production of the 'Team Korea cheering rod' and participation from BTS member Jin and TXT, drawing significant attention from the approximately 110 brand representatives in attendance.

Lee Seung-seok, HYBE's Head of Brand Synergy Business, stated, "The cases shared today demonstrate how the influence of HYBE Music Group artists, widely supported across regions and generations, combined with the unique characteristics of our partner brands, led to amplified impact." He added, "We will continue to drive the mutual growth of artists and brands, expanding the power of K-culture, centered around K-pop, into various global brands and sports arenas to create mega synergies that people worldwide can experience."

Founded as Big Hit Entertainment in 2005, HYBE has grown into a leading entertainment lifestyle platform company. It operates under a multi-label system, nurturing diverse artists and musical genres. HYBE is also actively investing in future growth areas, including technology development and content businesses.