EconomyFrom astonishing ‘BTS V sales’ to Tully’s, Yokohama and VR: HYBE expands the fandom economy through artist IP
Cosmetics featuring BTS member V have seen sales surge, highlighting the commercial force of an artist’s popularity. HYBE positions its performers as “artist IP” and is broadening how that intellectual property is used. Collaborations are multiplying with Tully’s and local governments such as Yokohama. The company is also extending the model beyond advertising into physical stores and virtual reality, widening the economic sphere built around fan devotion.
TToyo Keizai★★☆☆☆2026-07-14 20:50Original
From astonishing ‘BTS V sales’ to Tully’s, Yokohama and VR: HYBE expands the fandom economy through artist IP
Economy