Hybe establishes first office in China as K-pop ban weakens

South Korea established its first office in China on April 2, 2025, as signs indicate Beijing may be lifting its informal ban on K-pop performances. This move signals a growing interest in K-pop from Chinese fans and comes as Hybe, the agency known for its global hit group BTS, has been planning its entry into the Chinese market since the previous year. The establishment of this office is an essential step for Hybe, marking its fourth international branch after launching local groups in Japan and the United States. Despite launching in China, Hybe has stated it does not have plans to debut new rookie teams there, according to South Korean state media KBS. The strong interest seen recently toward K-pop may arise from China's need to boost its economy amid weakening domestic consumption and slower trade negotiations with South Korea. Additionally, last November, China waived visas for South Korean visitors, followed by South Korea reciprocating with a similar policy for Chinese nationals slated for later this year. Moreover, in a notable business move, Hybe recently announced it would sell its entire stake in SM Entertainment to China’s Tencent Music. This indicates a strengthening relationship between Tencent and prominent K-pop companies, a fact that has been noted by analysts, who believe expanding K-pop recognition in China could promote greater engagement on platforms like Hybe's Weverse and Dear U Bubble, which allow fan interactions with artists. However, despite these encouraging trends, the path to a full K-pop resurgence in China faces challenges. For instance, the K-pop group Epex recently canceled a concert slated for May 31, 2025, in Fuzhou, signaling ongoing difficulties within the region. Analysts warn that while non-tariff items like K-pop concerts may be less susceptible to cross-border tariffs affecting other industries, there remain inherent risks to the expansion and recognition of K-pop in the Chinese market. A reversal from China's unofficial sanctions could help revive South Korea's entertainment sector, which has been under pressure from fluctuating market conditions.