"You're just sorry because you're caught"— Internet reacts as HYBE's CEO Lee Jae-sang issues apology over leaked inappropriate internal documents

On October 29, South Korean outlet Newsen reported that HYBE CEO Lee Jae-sang publicly apologized, taking responsibility for a leak containing damaging content about artists from various labels. Netizens criticized HYBE, accusing them of apologizing only because the documents were made public.

In his statement, Lee expressed regret over the document’s offensive language, which included harsh criticism of K-pop idols from other agencies, including SM, JYP, and YG Entertainment. He admitted the report was originally intended to monitor public opinion and market trends.

However, he acknowledged that the inclusion of disparaging remarks and personal opinions was inappropriate. He stated,

“As CEO of HYBE, I would like to apologize for the HYBE monitoring documents. The document was created in the process of reactively gathering various reactions and public opinions on industry trends and issues, and was shared with a select group of leaders with the purpose of gauging market and artist fan opinion, but the content of the document was highly inappropriate."

Despite the apology, fans voiced their frustration on social media, with many accusing the label of addressing the issue only because of the public outcry. Netizens were particularly vocal, saying the label's apology seemed insincere and timed only to mitigate damage control. A user on X, @jieuncheolk wrote,

"We all know you're just sorry because you're caught. It will not change the fact that you don't care about your artist's reputation at all. F**k your company. F**k HYBE."

"there have been reports like those for years n ure only realizing they contain inappropriate stuff now?," another netizen added.

"We’ll believe actual substantive change at the company and the workplace culture rather than corporate apology statements," an X user mentioned.

"sorry, apology not accepted," another netizen commented.

"empty words! he’s is just apologizing because they got caught, and the situation is getting worse day by day. no one will ever accept these apologies. we all wish you hell; we hope hybe burns in hell and pays for all the crimes and manipulations!," an X user wrote.

Some expressed disappointment, stating that an apology could not undo the harm caused to idols’ reputations across the K-pop industry, including those from competing labels.

"this doesn’t undo all the damage done to the idols tho," a user wrote.

"Show your apology in your actions next time, not in words. After all this doesn’t undo all the damage hybe has done to the idols," a person commented.

"what a joke only apologizing cause they got caught it doesn’t erase all the pain they’ve put all of their artists through," another user wrote.

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More details on the apology issued by HYBE's CEO amid the controversy regarding the leaked internal documents

HYBE’s internal documents, which were presented at the National Assembly’s Culture, Sports, and Tourism Committee audit, quickly spread online and led to a strong public backlash.

The CEO Lee Jae-sang emphasized that the label's leadership was initially unaware of the report’s offensive content and halted any further reports. He extended an apology to artists impacted by the remarks stating,

"We would like to respectfully and formally apologize to the external artists named in the document who have been harmed and hurt. We are reaching out to each agency separately to apologize directly, and we are also extending a sincere and formal apology to all of the artists within Hybe Music Group who have been targeted by the company."

He further assured fans that he is actively reaching out to the affected agencies and artists with personal apologies. Lee also pledged to implement stricter guidelines to prevent similar incidents in the future. He stated,

"We acknowledge the lack of awareness of the issue by the leadership who were shared the document, and as CEO, I immediately stopped the creation of the monitoring document. I promise to establish guidelines and strengthen internal controls to ensure this never happens again."

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Netizens are eagerly awaiting the official findings from the National Assembly regarding the prolonged dispute both within and beyond the label.