Shares of K-pop powerhouse Hybe are experiencing a boost as investors anticipate the highly anticipated return of BTS. The global sensation group is scheduled to perform in their first concert in nearly four years this Saturday in central Seoul.
Hybe’s stock performance has been relatively stable this year compared to the broader Korean stock market. The stock closed at 350,000 won ($235) on Monday, a slight increase from 346,000 won on January 2. As of 12:30 p.m. Tuesday, shares were trading at 364,500 won, marking a 4.14 percent rise from the previous trading session.
The stock’s performance has lagged behind the Kospi’s impressive 35 percent rally during the same period. Investor confidence has been impacted by a legal battle involving former Ador CEO Min Hee-jin, as well as an ongoing investigation into Chairman Bang Si-hyuk’s dealings related to the company’s IPO.
Despite a brief surge to 405,500 won on February 13, Hybe’s stock price has yet to fully incorporate the market’s optimism surrounding the return of BTS.
However, analysts suggest that this could soon change.
Leading brokerage firms have raised their target prices for Hybe stock to a range of 440,000 won to 550,000 won, a significant increase from the 330,000 won to 370,000 won range predicted for mid-2025.
Kim Yu-hyuk, an analyst at IBK Investment & Securities, believes that BTS-related activities will serve as a crucial catalyst for growth.
“This comeback goes beyond the return of an artist. It could accelerate growth and reshape monetization across the broader K-pop industry,” Kim stated.
While Hybe reported record revenue of 2.65 trillion won last year, operating profit decreased by 73 percent year-on-year to 49.9 billion won due to upfront investments and restructuring expenses.
The outlook for the current year is considerably brighter. Kim projects revenue to surge by 73.5 percent to 4.56 trillion won, with operating profit expected to increase more than tenfold to 580.6 billion won.
“The rebound reflects expectations that BTS’ comeback will drive growth across all revenue streams, including albums, concerts, merchandise and content,” he explained.
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