HYBE (Chairman Bang Si-hyuk) held its HYBE Brand Synergy Day 2025 on September 23 at the Shilla Hotel’s State Guesthouse in Seoul, highlighting the company’s ongoing efforts to foster innovative collaborations between its artists and global brands.
The annual event, organized for the second consecutive year by HYBE’s Brand Synergy Division (HBS)—responsible for artist IP and brand partnerships—was designed to share successful collaboration cases and explore new opportunities for synergy. Attendees were introduced to a variety of cross-industry partnerships involving HYBE Music Group artists.
The event was divided into three sessions: K-Culture Synergy, highlighting collaborations with K-beauty and K-food brands; Global Mega Synergy, showcasing partnerships with major international corporations; and Sports Synergy, focusing on collaborations that blended artists with the sports and sportainment sectors.
Notable highlights included SEVENTEEN’s collaboration with Airbnb to promote the new Experience service in celebration of the group’s 10th anniversary, LE SSERAFIM’s music video partnership with Google Android to promote the AI assistant Gemini, and HYBE’s creation of the Team Korea Cheer Light for national athletes. The event also detailed BTS member Jin and TOMORROW X TOGETHER’s extensive participation in the Paris Olympics, demonstrating HYBE’s expansive approach to artist-brand and mega-sports collaborations.
The showcase drew the attention of approximately 110 brand representatives, offering a comprehensive look at how HYBE continues to leverage its artist IP to drive innovative global partnerships.
Written by Kim Su Jin
Translated by Lee So Yun
