HYBE's CEO Lee Jae Sang has publicly apologized for a leaked internal monitoring document that contained inappropriate and provocative comments about K-pop artists from competing agencies, including SM, JYP, and YG Entertainment. The document, which was meant to gauge public sentiment regarding industry trends, was shared among a limited number of company executives but included malicious content that has drawn significant backlash. In his apology, Lee emphasized the company's full responsibility for the document's harmful language and the misunderstandings it caused, denying any intentions of reverse viral marketing. He assured that HYBE has contacted affected artists' agencies to extend direct apologies and has ceased further production of similar documents. Additionally, Lee pledged to strengthen internal oversight to prevent future issues. The controversy has prompted discussions among fans and industry stakeholders regarding the ethics of public commentary in the K-pop industry.