In a move that could redefine the promotional strategies of global K-pop acts, HYBE Corporation has announced that BTS's upcoming 2026 comeback will potentially serve as an initial trial for the compa...
In a move that could redefine the promotional strategies of global K-pop acts, HYBE Corporation has announced that BTS 's upcoming 2026 comeback will potentially serve as an initial trial for the company's newly conceptualized 'Scarcity Model.' This revelation was made during HYBE's CEO Park Ji-won's keynote address at the Seoul Music Business Summit on January 16, 2026. The Scarcity Model: A New Era for BTS The 'Scarcity Model' aims to create heightened demand through limited availability of BTS's content, merchandise, and appearances. During his speech, Park highlighted that the model would be tested with BTS's new album, tentatively titled "Eclipse," scheduled for release on March 15, 2026. This album marks BTS's first full-length project since "BE" in 2020, which debuted at No. 1 on the Billboard 200 chart. Details of the Upcoming Release BTS's 'Eclipse' will feature a total of 10 tracks, including collaborations with renowned international artists such as Taylor Swift and Bad Bunn...