Jakarta – Global K-pop fans are uniting in a call to action, urging HYBE, the agency behind BTS and one of South Korea’s leading entertainment companies, to spearhead a movement toward a more environmentally sustainable K-pop industry, Kpop4Planet said in a statement on Thursday, January 16. Their primary demand is an end to bulk physical album sales practices, which contribute significantly to plastic waste.
During a peaceful rally outside HYBE’s headquarters, K-pop fans and Kpop4Planet campaigners delivered the results of the 2024 Sustainable K-pop Award, a global fan-voted initiative held from November to December 2024. The awards are part of Kpop4Planet’s ongoing “Plastic Album Sins” campaign, which targets unsustainable promotional practices like raffles for fansigns, random photocard sales, and multiple album versions for a single release.
“K-pop fans have consistently urged entertainment companies to stop unsustainable sales practices and protect our planet,” said Nayeon Kim, a South Korea-based campaigner for Kpop4Planet.
Echoing this sentiment, Pongdang, a South Korean K-pop fan and influencer on X (formerly Twitter), said, “The increasing variety of photocards and marketing strategies puts a financial burden on fans and harms the environment. HYBE and other companies need to adopt reasonable and sustainable alternatives.”
At the rally, campaigners presented HYBE with two lightsticks as symbolic trophies alongside a banner reading, “HYBE’s Futile Victory: Low Point or Turning Point?” Similar demands were also delivered to other entertainment giants, including YG, SM, and JYP Entertainment.
“This is an opportunity for HYBE, as an awardee, to lead sustainable practices that will define the future of K-pop,” said Nayeon.
Despite incremental efforts by some companies—such as adopting new album formats and integrating NFC technology—critics argue these measures fall short of addressing the broader environmental impact. “We hope HYBE genuinely listens to fans and works toward long-term, sustainable solutions,” said Aka, a member of K-pop Covers Portugal.
The K-pop industry owes much of its success to its fans, and it is time for companies like HYBE to heed their calls for change. “The K-pop industry would not be what it is today without fan support. It’s time for HYBE to listen to the voices and hopes of fans to lead the transformation of a more environmentally friendly K-pop industry,” said Nurul Sarifah, Kpop4Planet campaigner from Indonesia.

The 2024 Sustainable K-pop Award results
In the 2024 Sustainable K-pop Awards, HYBE emerged as the “Hottest” Entertainment Company of the Year, receiving 5,071 votes for its album marketing practices, deemed to have the most significant impact on plastic waste production. Trailing behind were YG Entertainment with 2,442 votes, SM Entertainment with 1,789 votes, and JYP Entertainment with 738 votes. HYBE also led the Sustainable Fan-call Rookie category, recognised for its potential to pioneer sustainable practices in album sales, securing 3,712 votes. YG Entertainment followed with 2,692 votes, SM Entertainment with 2,230 votes, and JYP Entertainment with 1,406 votes.
The voting results align with findings from Kpop4Planet’s August 2024 survey of 12,000 global fans, which identified fansign lottery systems as one of the most problematic marketing practices in the industry. (nsh)
Banner photo: A Kpop4Planet during a peaceful rally outside HYBE’s headquarters, K-pop fans and Kpop4Planet campaigners delivered the results of the 2024 Sustainable K-pop Award (Kpop4Planet/handout)