Koreans get serious about park golf, launching the first pro qualifying test SEOUL, October 22 (AJP) - Korea's love for golf is no secret, but the craze over its miniature, cheaper cousin turned serious this week as the nation hosted the world's first Professional Park Golf Pro Qualifying Test. The three-day competition began on Wednesday at Hanyeoul Park Golf Course in Pocheon, Gyeonggi Province, drawing 380 participants. Until just a few years ago, park golf — a hybrid between golf and croquet — was largely seen as a leisurely pastime for seniors. That perception has changed dramatically. It is now embraced across generations as an affordable, family-friendly sport enjoyed by both grandparents and grandchildren. Of the participants in the inaugural qualifying test, about 76 percent were in their 50s, while players in their 20s and 30s accounted for roughly 20 percent. According to the Korea Park Golf Association, registered membership has surged from 64,001 in 2021 to 183,788 in 2024, nearly tripling in three years. This year, the total topped 250,000, and when including unregistered players, the number is estimated to exceed half a million. "Park golf already had potential before COVID-19, but the pandemic made it explode in popularity," said Jeon Young-chang, executive vice president of the Korea Professional Park Golf Association, who opened Korea's first park golf course at Yeouido Hangang Park in Seoul. "Many golfers returning from overseas — and even regular golfers here — turned to park golf because of its lower cost and easier access. At first, people didn't take it seriously, but once they tried it, they found it incredibly fun." Originating in Hokkaido, Japan, in 1983 as part of a local park revitalization project, the sport was introduced to Korea in 2004 by Jeon. The rules are almost identical to regular golf, except players use a single mallet-like club on a shorter nine-hole course. Each hole measures up to 150 meters, compared to about 500 meters in standard golf, and a full round can be completed in about an hour. The sport's accessibility and low cost — often free or around 10,000 won ($7) for a three-hour round — have helped it expand beyond its senior base. Courses typically require no reservations and have flexible hours, making them easy for casual or spontaneous play. Younger players are also joining in. The Miss Korea Park Golf Team was launched last month to promote the sport among women and youth. "We played so well today — almost all holes-in-one," shrieked Kim Mi-sook, winner of the 38th Miss Korea title. "Many of us love outdoor activities like hiking or horseback riding, and park golf has become such a national trend that we decided to form a team." Lee Jae-won, a 27-year-old Miss Korea awardee and physical education graduate from Yonsei University, said she enjoyed the game's simplicity. "It's easy to start but has surprising depth — you really need precision and control," she said. For many, park golf has become both a hobby and a second career. Hyun Chang-min, 60, who traveled from Jeju Island to compete, said he started playing after seeing seniors on television. "It's so much fun — people say it's easier than golf, but using just one club actually makes it more challenging," he said with a laugh. Lee Jin-bok, 63, a KPGA-certified coach with three decades of experience training young golfers, also joined the qualifying test. "A friend introduced me to park golf five months ago, and I was instantly drawn to it," he said. "To establish it as a real professional sport, tournaments need to meet higher standards than amateur events. Prize money, sponsorships, and proper organization are key." Japan may have invented park golf, but Jeon believes Korea is now taking the lead. "Japan's scene has stagnated because it never produced star players — and without stars, a sport struggles to grow," he said. The inaugural Professional Park Golf Pro Qualifying Test runs through October 24. Of the 380 participants, the top 30 percent will earn professional certification and join Korea's first Professional Park Golf League, set to launch next April and run through November. 2025-10-22 19:06:46

Reunification becomes a distant dream as living divided feels like the norm for South Koreans SEOUL, October 21 (AJP) - "Our wish is reunification. Even in our dreams, we wish for reunification." For South Koreans who attended elementary school in the 1970s and 1980s, these lyrics are etched in memory — a childhood chorus once sung with conviction. But eight decades after the peninsula was divided in 1945 following liberation from Japanese rule, that wish has all but faded. A growing majority of South Koreans now regard reunification with the North as unnecessary. According to the 2025 Unification Survey released this week by the state-run Korea Institute for National Unification (KINU), 51 percent of respondents said unification is "not necessary," compared with nearly 70 percent expressing similar skepticism in 2014. Support for reunification remains weakest among those born between 1991 and 2000, at just 38 percent. Even among those who experienced the Korean War firsthand, the sentiment has declined — with 70 percent now skeptical of unification, compared with 62.1 percent a decade ago. The data reflect a generational and emotional divide. "We are too different now," said 57-year-old Lee Chun-mi. "The cost and time it would take to unify and integrate both sides would be enormous, and I’m not sure the outcome would be worth it." Others, however, continue to hold on to the hope of peaceful reconciliation. "I wish to see it before I die — but only through a peaceful process, not absorption," said another 57-year-old, Son Chun-ae. Younger South Koreans express similar divisions, oscillating between empathy and indifference. "Yes, unification could help North Koreans find better jobs and create a larger, more talented nation. I want them to live better," said Kim Gi-ri, 27. But Park Sun-min, 25, disagreed: "South Korea is doing well already. We're walking entirely different paths — I don't feel reunification is necessary." Another respondent, Kim Jae-hyun, also in his 20s, added, "Too much time has passed. The economic, political, and social disconnect is now too deep to bridge without major sacrifices." According to Min Tae-eun, a senior research fellow at KINU, the shift in perception is part of a natural evolution. "For many, division has become a normalized reality," she said. "It's not natural — but it's something people have lived with for nearly 80 years, and that familiarity has made it feel normal." For younger South Koreans, daily concerns such as jobs, housing, and economic stability now take precedence over questions of national unity. In the latest survey, 63.2 percent — the highest figure yet — responded that "if South and North can coexist peacefully without war, unification is not necessary." 2025-10-21 17:53:20

Once Asia's creative powerhouse, Korean cinema faces its reckoning SEOUL, October 20 (AJP) - Korea's once-vibrant movie scene is struggling to bring audiences back to theaters, and without serious soul-searching, it may follow the same decline once seen in Japanese and Hong Kong cinema. Multiplex chains are shuttering nationwide, often blaming global streaming platforms for their decline, but insiders argue the problem runs deeper — a shortage of compelling, diverse stories worth watching on the big screen. "The audience isn't gone — they just haven't been given enough movies worth going out for," said Kim Chi-ho, professor of Culture Contents at Hanyang University ERICA. "When the year's biggest hit barely surpasses five million viewers, it's not just about competition with OTT platforms. It's about what stories we're offering." The numbers tell the story. This year's top-grossing films — "My Daughter Is a Zombie" (5.62 million admissions) and "Demon Slayer: Infinity Castle" (5.42 million) — fell well short of the 10-million-viewer milestone that once defined a Korean blockbuster. At the same time, ticket prices of 14,000–15,000 won now rival a month of streaming-service access, giving moviegoers little reason to leave home. According to the Korean Film Council, Korea's annual movie attendance has halved since the pandemic, plunging from 200 million to around 100 million. In the first half of 2025 alone, box-office revenue dropped 33.2 percent year-on-year, while admissions slid 32.5 percent to 42.5 million. The decline is hitting multiplexes hard. CGV has already closed 12 branches this year, including its beloved Myeong-dong Cine Library — a hub for art-house screenings and film talks — while Megabox Seongsu, opened only six years ago, shut down earlier this month. "It's not just a temporary slump," said Lee Eun, CEO of Myung Films. "We're seeing the fallout of an industry that expanded too quickly, focused too narrowly on blockbusters, and left independent and mid-sized studios behind." Lee contrasted Korea's downturn with other post-pandemic markets. "Multiplexes that once earned 100 are now making 50 — but their costs remain the same," he said. "The closures we're seeing today may continue until a healthier balance returns." To keep the K-content wave alive, Lee urged a long-term vision that values artistry as much as profit. He called for policies that nurture independent and small-studio productions and treat cinema "as more than a commercial product." Independent and art-house filmmakers, he added, still struggle to find screens. "Over the past 20 years, multiplex chains have made efforts to show independent works. But now it's time for local governments, the Korean Film Council, and the Ministry of Culture, Sports and Tourism to expand funding for dedicated art-house theaters." Film critics warn that the halo surrounding Korean cinema — once seen as Asia's creative powerhouse — could fade just as it did for Japanese, Hong Kong, and Chinese films in earlier decades. The answer, they say, lies not in chasing blockbusters but in supporting diversity and creativity at every level of the industry. 2025-10-20 17:06:20

Seoul mulls expanding organ donor criteria amid dire shortage SEOUL, October 17 (AJP) - Korea is considering expanding its organ donor eligibility to include patients who experience cardiac arrest after withdrawing life-sustaining treatment, joining a small group of countries that permit organ donation beyond brain-dead cases. The move comes amid an acute shortage of transplantable organs, with patients waiting an average of four years for a transplant. Whether the policy change can meaningfully ease the growing backlog remains uncertain, given Korea’s traditionally conservative views on organ donation. The Ministry of Health and Welfare on Thursday unveiled its first Comprehensive Plan for Organ Donation and Transplantation (2026–2030), which includes allowing donations from patients who have given prior consent for both the discontinuation of life-sustaining treatment and organ donation. Under the proposal, organ donation would be permitted after cardiac death—once life-support systems are removed and death is confirmed. Similar frameworks have long been implemented in the United States, the United Kingdom, and Spain. “I’ve already registered as an organ donor,” said Kim Eun-jeong, a 58-year-old travel specialist who has signed documents for both treatment withdrawal and organ donation. “But I worry that if any of my family members object when the time comes, my wish may not be honored.” In Korea, even if a patient chooses to withdraw life-sustaining treatment, the process cannot proceed if any family member opposes it. The restriction often prevents individuals from making their own end-of-life choices, fueling debate over whether family consent should outweigh personal autonomy. The government aims to raise the national organ donation registration rate from 3.6 percent in 2023 to 6 percent by 2030, and increase the number of brain-dead donors per million people from 7.8 to 11 during the same period. Yet demand continues to outpace supply. The number of patients on transplant waiting lists has surged from 43,182 in 2020 to 54,789 in 2025, while the number of donors fell from 478 to 397. On average, candidates wait four years, and as long as seven years and nine months for kidney transplants. Roughly 8.5 people die each day while waiting for an organ. 2025-10-17 17:09:27

In Myeong-dong streets, anti-Chinese sentiment is nowhere SEOUL, October 16 (AJP) - The return of Chinese group tourists to Korea has been met with a mix of concern over disorderly crowds and optimism for an economic boost. Three weeks into the visa-waiver program, the outcome appears largely positive. Myeong-dong, Seoul's central shopping district, has regained its pre-pandemic bustle as Chinese tour groups return in force. Once stigmatized as noisy and unruly, Chinese budget travelers are leaving a more favorable impression this time. "We're seeing many Chinese tourists coming to see our performances these days, which was rare before. They were orderly and genuinely enjoyed the show," said Park Moon-kyung, manager at Myeongdong Nanta Theater. Chinese visitors also say they feel welcomed. "It's my first time visiting Korea, and I think it's the best city in Asia," said Xing Li, a 40-year-old traveler from a Chinese tour group under the banner 'Total Korea.' "I'm impressed that most Koreans can speak two or three languages." A female tour guide, who asked not to be named, said, "We've definitely seen more inquiries since the visa waiver began. I haven't noticed any anti-China protests, and our guests don't seem concerned. There's been no negative impact." Merchants in Myeong-dong echo similar views. "These days, we have customers from across Asia — Singapore, Indonesia, Hong Kong, and Japan," said a manager at the popular noodle chain Myeongdong Kyoja. "How orderly someone behaves depends on the individual, not the nationality." The visa waiver has clearly boosted Chinese arrivals. According to the Ministry of Justice, 525,396 Chinese nationals entered Korea last month, up 16.4 percent from a year earlier. Data from the Korea Tourism Organization shows that one in three foreign tourists who visited Korea in August was Chinese, totaling 605,000 visitors — surpassing the pre-pandemic level of August 2019 at 578,000. 2025-10-16 17:05:16

Weight-loss injections turn diet fad in Korea, raising abuse concerns SEOUL, October 15 (AJP) - Easier access and a wider range of options are fueling misuse of foreign-made weight-loss injections in diet-obsessed Korea amid lax regulations and aggressive marketing by clinics and drugstores. Originally designed strictly for obesity treatment, the costly injections have become easier and cheaper to obtain since Eli Lilly's Mounjaro entered the Korean market in August as a lower-priced alternative to Novo Nordisk's Wegovy. Interest in Wegovy skyrocketed earlier this year after Bang Si-hyuk, the chubby chairman of HYBE, appeared to have shed a significant amount of weight within months, reportedly with the help of the injection. But the fad has since shifted from treating obesity to serving as a quick diet tool. "I wasn't questioned for my intention or any health problem. The doctor just wrote away the prescription," said Oh Eun-ji, a 50-year-old woman who easily received a prescription for two monthly kits of 1.0-mg doses from a local clinic, despite not being overweight. Social media and telemedicine platforms have further accelerated demand. DoctorNow, a telemedicine and prescription app, connects users to hospitals with Wegovy and Mounjaro in stock and provides real-time consultations. Prices vary widely — while clinics often charge 500,000 to 600,000 won ($422) for a monthly kit of Wegovy, it can be found for nearly half the price elsewhere. Competition has also fueled explosive market growth. According to this year's Drug Utilization Review (DUR) data, prescriptions for Mounjaro reached 70,383 cases, closing in on Wegovy's 85,519. Within just ten days of its August debut, Mounjaro logged 18,579 DUR checks, surpassing Wegovy's first-month record. The drug, Korea's first dual GIP/GLP-1 receptor agonist, quickly gained traction after clinical results suggested stronger weight-loss efficacy than Wegovy. Prescriptions are also coming from medical departments unrelated to obesity treatment — including psychiatry (2,453 cases), obstetrics and gynecology (2,247), urology (1,010), ophthalmology (864), dentistry (586), and radiology (104), according to data from the Health Insurance Review and Assessment Service (HIRA). The surge in use has been accompanied by growing reports of side effects. A total of 151 Wegovy users developed acute pancreatitis, while 961 others experienced complications such as cholelithiasis (560 cases), cholecystitis (143), and acute renal failure (63). More alarmingly, Wegovy has reportedly been prescribed to children and pregnant women, groups for which the drug is strictly contraindicated. Between October 2024 and August 2025, there were 69 prescriptions for children under 12 and 194 for pregnant women, according to the Ministry of Health and Welfare and HIRA. The phenomenon has drawn a public warning from the Korean Diabetes Association (KDA). "It is deeply concerning that many young adults are misusing obesity drugs for cosmetic purposes despite having no obesity or metabolic disorders. All medications carry risks of side effects. We urge patients to consult certified obesity or diabetes specialists for safe and appropriate treatment," it said. 2025-10-15 17:46:37

Naver Webtoon steals NY Comic Con show with Disney and BOOM extended family SEOUL, October 14 (AJP) - Naver Webtoon can no longer be seen as an exotic newcomer from Korea after its standout showing at the 2025 New York Comic Con (NYCC), held at the Javits Center in New York City from Oct. 9 to 12. One of the largest pop culture conventions in the United States, NYCC celebrates comics, graphic novels, animation, film, and television, drawing more than 200,000 fans from around the world each year. Webtoon's presence this year embodied everything the event stands for. Its growing partnership portfolio now includes global entertainment powerhouses such as the Walt Disney Company and U.S. comic publisher BOOM! Studios, giving it a commanding place alongside the world's most influential creative players. Marking its second consecutive appearance at NYCC, Webtoon showcased a vibrant lineup featuring characters from original series like "Teenage Mercenary" and "Omniscient Reader's Viewpoint," as well as popular IP collaborations with its North American publishing partners. The booth captivated visitors with immersive visuals, diverse art styles, and interactive storytelling experiences. Just two years ago, Webtoon's footprint at NYCC was virtually nonexistent. The sight of the platform's massive exhibition booth this year underscored how quickly its influence has expanded across North America, evolving from niche curiosity to mainstream force. According to Korea's Comic Industry White Paper, the U.S. e-comic market reached $1.87 billion in 2023, nearly double its size in 2018. Although post-pandemic consumption slowed slightly, online readership remains robust. Naver Webtoon owes much of its momentum to the U.S. market, which now accounts for around 20 million monthly active users — about 70 percent of its global readership. Its 2024 Nasdaq debut, which saw shares jump 10 percent on the first day of trading, symbolized not just investor confidence but the global recognition of Korean digital storytelling. Beyond the numbers, Webtoon continues to nurture a broad creative ecosystem. It runs open platforms that empower amateur artists and hosts international contests to discover new voices, enabling creators to shape stories that resonate within their own cultural contexts. The company now counts 26 million creators and over 64 million works worldwide, spanning genres from romance to mythology. Among its biggest success stories is "Lore Olympus," a breakout hit that swept the Harvey, Ringo, and Eisner Awards — the comic industry's top honors — all in the same year, marking a first for a webtoon. Fortune Business Insights projects that the global webtoon market will grow from $8.5 billion in 2025 to $13.7 billion by 2032, reflecting expanding demand for serialized digital storytelling. Webtoon Entertainment's second-quarter revenue climbed to $348 million, up 8.5 percent year-on-year, while operating losses narrowed by nearly 90 percent, signaling that the platform's global expansion is beginning to translate into profitability. "Japan and North America are our twin engines," a company spokesperson said. "We'll expand creator partnerships and build a stronger ecosystem in the U.S. The story of Webtoon has only just begun." 2025-10-14 17:16:14

K-beauty buttresses Korean exports while defining global mainstream SEOUL, October 13 (AJP) - Beauty has joined chips and cars as another defining powerhouse for Korea, with K-beauty now shaping trends and commanding markets in two of the world's largest economies. Korea ranked as the world’s third-largest cosmetics exporter last year, trailing only France and the United States. In both the U.S. and Japanese markets, Korean beauty products have overtaken long-dominant French labels to become the top imported cosmetics. According to the Ministry of Food and Drug Safety, Korea's cosmetics exports hit a record $5.51 billion in the first half of this year, up 14.8 percent from a year earlier. Shipments have maintained a near-unbroken streak — $9.2 billion in 2021, $8 billion in 2022, $8.5 billion in 2023, and $10.2 billion in 2024 — weathering global slowdowns with only a brief dip during China’s market contraction in 2022. Even as Korea's total exports fell 7.5 percent in 2023 before rebounding 8.1 percent last year, cosmetics shipments grew 6.3 percent and 20.3 percent, respectively, according to the Korea International Trade Association (KITA). The rise of K-beauty has coincided with a strategic pivot away from China, where nationalist consumption trends and local favoritism squeezed out Korean products. The share of cosmetics exports to China plunged from 34.7 percent in 2023 to 19.6 percent ($1.08 billion) in the first half of this year — the first time it dropped into the 10-percent range. By contrast, exports to the U.S. and Japan climbed 17.7 percent and 15.7 percent, respectively. In the U.S. market, Korean cosmetics exports surged to $1.71 billion last year, surpassing France's $1.26 billion, followed by Canada, Italy, China, Mexico, the United Kingdom, and Japan. Building on this momentum, Korean beauty retailers are expanding aggressively overseas. CJ Olive Young, the country's largest health and beauty chain, established a local subsidiary in Los Angeles earlier this year after opening its Japanese branch in May 2024. Its first U.S. store is slated to open by year-end, signaling a deeper K-beauty push into the global mainstream. Olive Young has become a major growth engine for CJ Group, maintaining double-digit expansion despite remaining unlisted. In the second quarter, the company reported 1.46 trillion won ($1.07 billion) in sales, up 21 percent from a year earlier, with 144 billion won in net profit — marking its eighth consecutive quarter surpassing the 1 trillion won revenue mark. For the first half of 2025, sales rose 17.9 percent year-on-year to 2.7 trillion won, and net profit gained 17.1 percent to 270 billion won. Analysts forecast Olive Young's annual revenue could exceed 5 trillion won this year — a record for the retailer. The government is also throwing its weight behind the beauty boom. The Ministry of SMEs and Startups plans to designate 500 innovative products across cosmetics, fashion, lifestyle, and food as "K-Export Strategy Items" by 2030. About 80 items will be selected this year, with similar additions annually over the next five years. "The cosmetics industry now has a high proportion of exports driven by small and medium-sized enterprises," said Kim Do-wan, an official in charge of global growth policy. "To ensure continued expansion, we need to nurture these smaller brands. We're identifying promising companies with export potential and providing targeted support so they can strengthen their global competitiveness." 2025-10-13 16:54:01

Re-living Korea's past and enjoying today dictate foreign visits to Korea SEOUL, October 2 (AJP) - "Gat," the black wide-brimmed hat once essential for Korean men stepping into public, may become this year's hottest Halloween costume in Western societies. The iconic headgear – spotlighted in Saja Boys' "Your Idol" stage performance that won global fans and in Netflix's blockbuster "KPop Demon Hunters" – is now a must-try at Everland, Korea's largest theme park in Yongin, just south of Seoul. "I've watched the film twice," said Austin, 48, who visited Korea with his family of fellow fans. "My younger daughter has watched it too many times to count. My older daughter has seen it four times. It was number one in New Zealand for several days." The "KPop Demon Hunters" zone, created in collaboration with Netflix, drew more than 10,000 visitors in its first week. Children and adults alike dress up as Huntrix or Saja Boys, pose for photos, and dance to soundtrack hits such as "Golden" and "Soda Pop" in a concert-like atmosphere. Themed goods fly off the shelves, with the "gat" topping the list as a Halloween souvenir. Signature snacks from the film – Saja Boys' soda pop ade, Huntrix's golden glow ade, or Derpy the tiger's berry world – add to the fun. The Huntrix Set at the snack bar has become the runaway favorite. Beyond fantasy, "KPop Demon Hunters" has introduced foreign fans to authentic Korean rituals. One of the film's most moving scenes unfolds in a public bathhouse, a space where Koreans traditionally relax, chat, and spend intimate time with family or friends. Visitors eager for the "real" experience often try "sesin," a vigorous body scrubbing and massage service featured in the movie. Another must-stop is a traditional medicine clinic. In the film, Huntrix leader Rumi seeks treatment there after losing her voice during rehearsal. Tourists also line up to try acupuncture or shop for herbal remedies. "I like all Eastern medicine. I think it’s quite interesting," said Jacob Raffly, a 33-year-old American visiting Seoul K-Medi Center with his wife Raina. "I'm half-Korean, so we thought it would be nice to see this side of Korea," Raina added. The cultural pull doesn't end there. The National Museum of Korea in Yongsan – once seen as austere – is now bustling with foreign families and friends, rediscovering ancient relics through the film’s fusion of history and modern storytelling. "I was never into K-pop, but I’ve been fascinated by the culture," said Evan Stauv from France. The museum has seen visitors surge 77.5 percent to 4.33 million as of August, on track to hit 5 million this year. Foreign visitors alone reached nearly 150,000, with July and August numbers spiking after the film's release. Sales at the museum store climbed 34 percent to 11.5 billion won ($8.2 million) and are expected to surpass 20 billion won for the first time. The shopping and food mecca of Myeong-dong remains a perennial favorite for those wanting a taste of today’s Korea. "K-pop was part of the reason," said Lila Destras from France, "but personally I wanted to discover the country as a whole." For many, visiting Korea has shifted from sightseeing to living the culture – stepping into its past while embracing its modern pulse. 2025-10-02 15:07:54

From BTS to global idol incubator: HYBE's next chapter Editor's Note: This article is the 38th installment in our series on Asia's top 100 companies, exploring the strategies, challenges, and innovations driving the region's most influential corporations. SEOUL, October 1 (AJP) - HYBE, the Korean entertainment powerhouse behind BTS, has become a defining force in the global music industry. What began as Big Hit Music under founder Bang Si-hyuk has grown into a multi-label empire that not only produces K-pop superstars but also manages an expanding portfolio of international talent. HYBE's story begins with Bang, a former JYP Entertainment producer nicknamed "Hitman" Bang for his hit-making record. In 2005, he launched Big Hit Music with the vision of nurturing artists who could tell authentic stories through music. That philosophy culminated in the debut of BTS in 2013, a group that distinguished itself by addressing social issues and the struggles of youth in its lyrics while showcasing the polished performances of Korea's idol system. Though BTS did not achieve instant stardom, their 2015 release "The Most Beautiful Moment in Life, Pt. 1" propelled them to prominence and transformed Big Hit Music from a little-known agency into a rising K-pop force. A global empire under HYBE In 2021, Bang rebranded the company as HYBE under the mission "We believe in music." Big Hit Music remains a core label, now joined by Pledis Entertainment (Seventeen), Source Music (LE SSERAFIM), and ADOR (NewJeans), among others. With BTS on a two-year hiatus for mandatory military service, HYBE has used the time to broaden its global reach, exporting its distinctive idol training and fan engagement model. "HYBE will lead the paradigm of the global music industry, continuing to create innovations that connect artists and fans," said CEO Lee Jae-sang. "We will optimize our artist portfolio both in Korea and abroad, strengthen our presence in the global music market, and pursue sustainable long-term growth." In Japan, HYBE launched &TEAM through the "&Audition" project. In the U.S., it debuted KATSEYE, a girl group formed through a global audition program that has already posted strong streaming numbers and is preparing for its first world tour. Similar ventures are underway in Latin America and China, while a new Indian headquarters plans nationwide auditions to tap into the country's 1.46 billion population. This "glocalization" strategy aims to blend HYBE's proven K-pop system with local cultural identities. Financial strain without BTS Still, the absence of BTS has weighed on HYBE's bottom line. In the second quarter of 2025, the company reported record revenue of 705.6 billion won ($520 million), up 10.2 percent year-on-year, with operating profit rising 29.4 percent to 65.9 billion won. Yet in 2024, despite posting its highest-ever annual revenue of 2.2 trillion won ($1.6 billion), operating profit tumbled 38 percent to 184.8 billion won, squeezed by BTS's hiatus and heavy investments in KATSEYE and HYBE Latin America. Comeback hopes fuel investor confidence The anticipated return of BTS is already lifting investor sentiment. HYBE shares closed at 268,000 won on Wednesday, up nearly 58 percent from 170,100 won a year earlier, and 14 percent higher than six months ago. Analysts attribute the rally to both the group's looming comeback and early signs of success from HYBE's localized groups. Industry watchers expect the return of BTS to spark record-breaking tours and album sales, potentially surpassing even the group's past milestones. The comeback is widely seen as a watershed moment for both HYBE and the global K-pop industry. "I remain optimistic about HYBE's stock outlook for next year," said Kim Min-young, media analyst at Meritz Securities. "Next year will be when results start to show in the numbers." 2025-10-01 16:57:23