From Collaborators to Competitors: The Story of HYBE and Netmarble

HYBE and Netmarble, its second-largest shareholder, are in a competitive relationship akin to distant relatives, transitioning from collaboration to friendly rivalry

The ongoing controversy surrounding Min Hee Jin, CEO of ADOR, allegedly taking control of HYBE continues to make headlines. With reports suggesting that HYBE holds an 80% stake in ADOR, attention has shifted to examining HYBE’s shareholder structure.

Chairman Bang Si Hyuk is the largest shareholder of HYBE, followed by Netmarble. In a previous investment round 2018, Netmarble invested about 2.014 trillion won ($1.7 billion) into HYBE. Presently, Netmarble holds a 12.1% stake (equivalent to 5,038,130 shares) in HYBE.

Speculation has arisen regarding whether this investment was influenced by familial ties between the leaders of the two companies. Let’s find out.

According to industry sources, Chairman Bang Si Hyuk and Chairman Bang Jun Hyuk of Netmarble are distant relatives from the same lineage. Their fathers were known to be close, living as one family in their hometown.

In the past, Bang Jun Hyuk frequently sought advice regarding his business from Bang Si Hyuk’s father, former Director Bang Geuk Yoon of the Labor Welfare Corporation.

Former Director Bang Geuk Yoon reportedly said about Netmarble’s 200 billion won ($169 million) investment, “Chairman Bang Jun Hyuk is a businessman, so he is not someone who lends money recklessly. He invested because he saw the potential in HYBE’s business and received a lot of shares in return.”

As a result, HYBE and Netmarble have reaped the benefits of synergy between the entertainment and gaming industries.

Netmarble showcased games like BTS World and BTS Universe Story using BTS’s intellectual property rights (IP). BTS was also selected as the advertising model for Coway, which Netmarble acquired.

HYBE provided financial support to Netmarble. In 2021, to refinance the 1.9 trillion won ($1.6 billion) borrowed for the acquisition of Hong Kong social casino game company SpinX, Netmarble pledged all of its HYBE shares, totaling 7,538,130 shares (18.2%), to Hana Bank and others and raised 1.37 trillion won ($1.16 billion).

Former allies turned friendly competitors HYBE and Netmarble now find themselves in a new dynamic.

In September 2021, HYBE integrated rhythm game developer Superb into its operations, creating HYBE IM. Established as a corporation in April of the subsequent year, HYBE IM is now actively involved in game development and publishing.

Highlighted titles include Rhythm HYBE, In The Seom with BTS, and Become the Star 2: Knights of Veda. Particularly noteworthy is Become the Star 2, which launched on April 2. It marks HYBE IM’s first venture and is expected to showcase its publishing capabilities.

Meanwhile, Chairman Bang Jun Hyuk of Netmarble is a self-made entrepreneur who founded Netmarble in 2000. He is known as a self-made billionaire.

Growing up in a financially challenged household, he delivered newspapers at a young age. He dropped out of school to earn money, jumped into the workforce, and earned a living by working at small and medium-sized companies.

In the 1990s, he ventured into internet and movie-related businesses but soon failed. He tried his hand at satellite internet business, but that also failed. Finally, in 2000, he founded Netmarble with a capital of 100 million won ($84,000) and a staff of eight.

In 2004, he joined the ranks of the wealthy by selling his shares to CJ Group. As of March, according to the 2024 First Quarter Major Group Owners Stock Valuation Change Survey, Chairman Bang Jun Hyuk’s stock assets were valued at 1.2873 trillion won ($1.09 billion).