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Strategic Move Into China
HYBE’s superfan platform Weverse is entering China through partnerships with Tencent Music Entertainment and Alibaba. The move reflects HYBE’s global expansion strategy and connects millions of Chinese fans with their favorite artists while reducing risks.
Weverse has already shown strong growth, reaching 11.6 million monthly active users worldwide in Q3 2025. That figure marks a 20% year-over-year increase. BTS members returning after military service and diverse artist activities helped drive this momentum. China’s streaming market, which passed $1 billion in subscription revenues in 2024, offers HYBE a major chance to expand further.
The first step in this expansion is a collaboration with QQ Music, China’s largest streaming platform. Through this deal, Chinese fans can subscribe to Weverse DM, a premium one-to-one messaging service, directly via QQ. The integration removes barriers that limited access and makes it easier for fans to connect with artists.
Weverse Shop Launch
The second initiative is the launch of Weverse Shop on Tmall, Alibaba’s e-commerce platform. Since June 2025, the store has offered official merchandise and light sticks for 17 Weverse artists. In just five months, it earned Tmall’s “2025 Supernova Brand” award. The recognition highlights overseas brands with strong sales growth and positive customer reviews. By using Tmall’s trusted retail system, HYBE ensures Chinese fans can buy authenticated products with confidence.
HYBE CEO Jason Jae-sang Lee explained during a recent earnings call that the company prefers partnerships over direct investment in China. “Rather than putting in our resources directly, we have been utilizing corporate partnerships… We decided to partner with QQ Music and Tmall so that more Chinese fans can engage with our artists more actively,” he said. Lee also revealed that HYBE is discussing additional subscription-based services for the Chinese market.
HYBE’s expansion into China shows a measured but impactful strategy. By working with Tencent and Alibaba, the company can reach fans more effectively, reduce risk, and grow subscription services. With Weverse’s global user base climbing and China’s streaming market expanding quickly, these partnerships position HYBE to strengthen its presence in one of the world’s most influential music markets.
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