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StocksMediumUpdated•Originally published 22 March 2026•Updated 23 March 2026•

1 min read

HYBE Shares Plunge 15% as BTS Comeback Attendance Disappoints Investors

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Key Facts

1BTS released its fifth album 'ARIRANG,' which sold nearly 4 million copies on its first day.

2 months ago

Version History

Version 12 months ago

What changed: The story was updated to reflect a 15% plunge in HYBE's stock price due to lower-than-expected attendance at comeback events, overshadowing the record album sales.

Shares of HYBE Co., Ltd. (352820.KS) plummeted 15% on Monday, erasing previous gains despite record-breaking sales for BTS's new album, 'ARIRANG.' While the album sold nearly 4 million copies on its first day, investors reacted negatively to lower-than-expected attendance at the group's comeback events. This disappointment overshadowed the initial optimism surrounding the group's return from mandatory military service and their global tour launch. Analysts suggest that the smaller-than-hoped crowds have raised concerns regarding the long-term revenue trajectory of the parent company. The sharp decline highlights the high sensitivity of HYBE's valuation to the group's live public engagement levels. Consequently, the negative sentiment has also weighed on the KRW/USD exchange rate as markets reassess the immediate economic impact of the comeback.