Asian Junkie Asian pop. Without discretion.
Quite a bit of mockery made its way around the Internet when people saw the “We Believe In Music” slogan on HYBE‘s building being removed, but that was a part of recent changes to the company’s mission and vision statements.
They’ve since unveiled their new mission statement, which could be used for anything from a search engine to a gacha game to a cult: “Discover a new universe, unlock an immersive journey.“
According to Hybe, the mission reflects its goal of delivering immersive experiences through artists, content and various services while enabling audiences to discover new tastes and worlds. The company said the message also represents its ambition to stay ahead of changing generations and continuously create new forms of entertainment experiences.
They also announced a new vision statement, which is what got my attention at least: “Global entertainment lifestyle platform company based on music and technology.“
Hybe said the updated vision newly emphasizes “technology,” reflecting its intention to innovate the entertainment industry by expanding fan experiences through technological capabilities while continuing to prioritize music and fans.
The company added that the vision also represents its strategy of connecting and expanding entertainment experiences through platforms built on music and content, while evolving into a fan-centered entertainment lifestyle company.
Look, I get it, this is probably just a bunch of corporate speak to give investors confidence in a new era, or it was pitched by a new executive who wants to make their stamp on the company and wash away the old. Some shit like that.
But man, I would be lying if I said I don’t cringe whenever I see these companies that blew up for doing one thing start pivoting towards being a “lifestyle” brand and acting like a startup in “tech” because doing the thing that got them there to begin with doesn’t make line go up enough anymore.
Definitely feel like a lot of the new execs are just tech bros only. That HYBE exec being from the gacha industry really brought everything together for me, lmao. https://t.co/2pwYmy8lHD
— Asian Junkie (@asianjunkiecom) April 3, 2026
Note: I realize the guy in the picture is not in charge at SM Entertainment, but the general point stands.
