The Shocking Difference Between SM Entertainment And HYBE’s “Internal Reports” Baffles Korean Netizens

SM’s reports are starkly different.

A newly released batch of SM Entertainment reports it has caused a stir among Korean netizens… but for all the right reasons. Koreans seem shocked at the difference between SM and HYBE when it comes to internal reports — everything from the tone to the content points to a stark difference between the two K-Pop giants’ internal communications.

| SM Entertainment

HYBE’s reports, which leaked online just a few weeks ago, were met with widespread criticism as they contained negative remarks about groups from competing agencies. Many found it shocking that HYBE’s reports didn’t focus solely on their own artists’ achievements but instead included critical comments about other artists in the industry.

Fans and netizens questioned the company’s professionalism and the impact such remarks could have on the entertainment ecosystem.

The Many K-Pop Groups Insulted In HYBE’s Internal Documents

In contrast, SM Entertainment’s recently published reports focused squarely on their own artists’ accomplishments. The reports highlighted the impressive milestones achieved by groups and soloists under the company.

| SM Entertainment

For instance, aespa‘s section detailed how the group’s recent singles — “Supernova,” “Armageddon,” and “Whiplash” — performed on major domestic and international charts like Melon, Billboard, and Spotify, as well as covering the group’s concert successes and strong album sales figures.

| TheQoo

The straightforward, positive nature of SM’s report, free of any remarks on rival groups, seemed to many to be a respectful and effective way of showcasing their artists’ progress. The difference has stirred up quite the conversation on Korean forums, with many posts going viral.

• “Now this is what a proper report should look like! Some places should be ashamed, calling their baseless assumptions a ‘report’ and putting it out there like it’s legit.”
• “SM’s report is seriously impressive. Unlike HYBE’s reports that basically just say, ‘Our artist is the prettiest,’ SM backs it up with actual evidence.”
• “This is what an entertainment company report should look like, not just a collection of hate comments like HYBE’s.”
• “Now, this is a real report! It’s just listing the actual performance stats. HYBE’s reports, tailored just to please Bang Si Hyuk, only serve to exaggerate his idols’ success and just end up looking ridiculous.”
• “They have every right to be proud of it, lol. Plus, they wrote it all up without tearing down other companies!”