Lee Jae-sang, HYBE's representative multi-home and multi-genre strategy will achieve a virtuous cycle of global culture and economy

By Jaewan, Ko

Oct 28, 2025

Lee Jae-sang, HYBE's representative multi-home and multi-genre strategy will achieve a virtuous cycle of global culture and economy
Hive CEO Lee Jae-sang, who gives an encouraging speech at the IFWY opening ceremony. Photo =Hive



Lee Jae-sang, CEO of Hive, presented a blueprint to young generations around the world to build a 'cultural and economic virtuous cycle model' throughout the world through the expansion of K-pop methodology.

Representative Lee made the remarks in his opening speech at the Paik Nam Academic Information Center at Hanyang University in Seoul on the afternoon of the 27th. At the meeting, CEO Lee mentioned IFWY's slogan of 'Connect for Change' and introduced Hive's growth strategy as a K-culture leader who is constantly pursuing change and growth by connecting people through music.

Representative Lee emphasized to about 400 participants, including 150 young participants selected from six regions on five global continents, that Hive's 'multi-home and multi-genre' strategy is a 'cultural and economic virtuous cycle model' that can promote shared growth in Hive and global regions.




"A small company that started out as one person's dream has now become a global entertainment company on par with the world's leading music companies," Lee said of Hive. "This growth was not achieved through Hive's own efforts, but rather by proving its global expansion potential on the basis of the K-culture created by past generations."

Lee Jae-sang, HYBE's representative multi-home and multi-genre strategy will achieve a virtuous cycle of global culture and economy
Hive CEO Lee Jae-sang, who gives an encouraging speech at the IFWY opening ceremony. Photo =Hive
Lee Jae-sang, HYBE's representative multi-home and multi-genre strategy will achieve a virtuous cycle of global culture and economy
Hive CEO Lee Jae-sang, who gives an encouraging speech at the IFWY opening ceremony. Photo =Hive
He then pointed out that today's Hive's dream is to promote a multi-home and multi-genre strategy that localizes K-pop's unique know-how for success. He explained that this will soon lead to the growth of the music industry around the world and the increase of sustainability, thereby contributing to economic and industrial revitalization.

Hive's multi-home and multi-genre strategy is to introduce K-pop's unique production system in each region of the world, but to develop businesses that reflect each region and cultural characteristics and foster local artists. Hive is currently expanding its local influence by establishing subsidiaries in Japan, the United States, and Latin America under the strategy, and is set to develop its business by establishing new subsidiaries in China and India this year.




CEO Lee concluded his speech by presenting a vision that he hopes the youth generation will create a cultural and economic virtuous cycle model in which the growth of Hive contributes to the global market and the growth of the world 'multi-home' becomes the basis for Hive's growth again.

Meanwhile, IFWY is a global youth forum co-hosted by the United Nations Institute for Social Development, MBC, Hanyang University, and Eunpyeong-gu, and is a platform for young people around the world to propose agendas and draw action strategies under the slogan "Connect for Change".






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