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#HYBE 2026 BTS comeback scarcity model

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A purple light stick in a glass display under a spotlight in a dark gallery.
K-CultureEN
The Price of a Reunion: HYBE 2026 BTS Comeback Scarcity Model Sparks Debate

HYBE CEO Jason Jaesang Lee reveals the 'Scarcity Model' for 2026, with the BTS comeback as its primary testing ground. Read about the strategy and fan reactions.

PRISM

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