The strategies for the Big 4: YG, HYBE, SM, and JYP in 2025

As the new year of 2025 begins, K-pop continues to make waves in the global market. However, along with success, allegations of record manipulation and tampering have cast shadows over the industry. 

How will the Big 4 of K-pop—HYBE, SM Entertainment, JYP Entertainment, and YG Entertainment—handle the growing concerns in 2025?

HYBE's Recovery and BTS’ Return

Last year, HYBE faced its biggest crisis yet, amidst ongoing legal disputes with NewJeans and the departure of former ADOR CEO Min Hee Jin. But 2025 marks a new chapter, especially with the return of BTS, the creators of HYBE’s success. BTS, widely regarded as 'world-class,' has continuously dominated the charts, both as a group and individually. When BTS releases new songs, they top Billboard’s Hot 100 and Billboard 200, and their stadium-sized world tours captivate fans worldwide.

The financial impact is staggering. In 2022, BTS’ full-group concert generated an estimated revenue of 246.4 billion KRW (abou 170 million USD), excluding merchandise sales. The true sales figure is likely much higher. BTS is set to make a grand comeback in the second half of 2025, marking the end of their military hiatus. Despite some controversies, including member Suga's DUI incident, the group's commitment to reuniting remains strong.

Expectations are high, with estimates predicting BTS will generate around 1.87 trillion KRW (about 1.3 billion USD) in revenue from albums, digital sales, and concert tours by 2026. HYBE’s operating profit is expected to increase by 80% year-on-year.

While BTS takes center stage, groups like SEVENTEEN, TXT, ENHYPEN, LE SSERAFIM, and new rookie teams continue to grow. HYBE is set to solidify its position as the largest agency in Korea with the most active artists.

SM Entertainment's 30th Anniversary and New Projects

SM Entertainment is gearing up for its 30th anniversary, having successfully navigated internal conflicts with founder Lee Soo Man. Through its ‘SM 3.0’ initiative, SM achieved impressive success, launching successful groups like NCT and aespa, and bringing the ‘Savior Syndrome’ with aespa’s 2024 hits. SM has also conducted over 340 world tours with its artists.

For 2025, SM plans to debut a new girl group, its first in five years, while continuing to expand aespa’s universe with their ‘Savior’ trilogy. aespa, which has taken the world by storm since its 2020 debut, recently received international recognition, including selection for '2024 Best K-Pop Songs' by Billboard and Grammy.com, and becoming the first K-pop girl group to be featured in Dubai's ‘Imagine Show’.

SM's upcoming projects include major concerts, album releases, and MD products to celebrate its 30th anniversary. 

CEO Jang Chul Hyuk promises that the agency will continue to strengthen its artist lineup through new talent and ongoing projects, ensuring its dominance in the global K-pop scene.

JYP Entertainment's Record-Setting Growth

JYP Entertainment achieved its best performance to date in 2024, recording revenues of 170.5 billion KRW (about 130 million USD)  and operating profits of 48.4 billion KRW (about 33 million USD) in the third quarter. The success is attributed to the growing activities of Stray Kids, TWICE, ITZY, NMIXX, and Day6, alongside the rise of new business ventures.

In 2025, Stray Kids is expected to continue its role as a major K-pop force with world tours and stadium performances. Meanwhile, JYP’s new boy group, KICKFLIP, formed through SBS’ ‘Loud,’ will debut in January, building on a solid fanbase formed during the show.

JYP has also set its sights on the Chinese market, marking a major shift in its expansion strategy. The company’s subsidiary, DearU, will launch its Chinese services in partnership with Tencent Music, taking advantage of the recent positive developments between China and South Korea.

YG Entertainment's Comeback with BLACKPINK

After a tough period marked by the Burning Sun scandal and the departure of key artists, YG Entertainment is showing signs of recovery. BLACKPINK is set to make a full-group comeback in the second half of 2025, following their previous success with the largest K-pop girl group world tour in history. Their new album and global tour are expected to further cement their international stardom.

YG is also preparing for the debut of new groups. Their rookie lineup, including groups from Korea, Japan, and Thailand, will help expand their artist roster and mitigate risks associated with fewer active groups. The launch of these groups, along with the continued success of TREASURE and the explosive debut of BABYMONSTER, will likely contribute to YG’s resurgence and financial recovery.

As the K-pop industry braces for challenges in 2025, the Big 4 are poised to navigate the changing landscape with bold strategies and fresh talent, ensuring K-pop’s global dominance remains unshaken.