Hive Partners with Korea Sports Council to Lead 'Olympic Cheer Culture'

Leading Support Culture at the Paris Olympics and Promoting K-Culture

HYBE has joined hands with the Korean Sport & Olympic Committee to ensure the success of the 2024 Paris Olympics and to lead the culture of cheering.

On the 13th, HYBE Chief Operating Officer Kim Tae-ho (left) and Korea Sports Council Secretary General Yoon Sung-wook are posing for a commemorative photo after signing an agreement.
[Photo by HYBE]

On the 13th, HYBE announced that it signed a business agreement at the Korean Sport & Olympic Committee’s conference room in Songpa-gu, Seoul, with Kim Tae-ho, HYBE’s Chief Operating Officer (COO), and Yoon Sung-wook, Secretary General of the Korean Sport & Olympic Committee, among others, to cooperate in various ways to spread an advanced cheering culture.

According to this agreement, HYBE and the Korean Sport & Olympic Committee will jointly carry out activities to lead the cheering culture and promote K-Culture for the upcoming 2024 Paris Olympics. The core of this agreement is to present various content supporting the national representative athletes (Team Korea) participating in the Paris Olympics.

HYBE, as a company that has proposed various content and methodologies for fandoms cheering for artists, will utilize its long-accumulated know-how to spread the ‘K-cheering culture’ and create a cheering atmosphere at the Olympics, a festival for people around the world.

The Korean Sport & Olympic Committee will actively promote the expansion of cheering culture domestically and internationally and joint promotion of K-Culture based on HYBE’s experience in carrying out music and cultural industry projects in Korea.

Both parties plan to disclose specific cooperation matters that will showcase Korea’s advanced cheering culture to the public once they are discussed and decided.

Kim Tae-ho, HYBE COO, said, “I find it very meaningful that HYBE can utilize the know-how it has accumulated over a long period in the sports field, which shares the core common denominators of ‘fandom’ and ‘cheering,’ just like the entertainment field,” adding, “We will do our best with the Korean Sport & Olympic Committee to fully leverage HYBE’s capabilities to create a festive atmosphere that excites not only our citizens cheering for Team Korea but also people around the world.”

Yoon Sung-wook, Secretary General of the Korean Sport & Olympic Committee, said, “Through the agreement with HYBE, which leads Korea’s Hallyu cultural projects, we have been able to prepare more diverse and enriched Olympic cheering opportunities,” adding, “I hope this will serve as a foothold for creating a festive Olympic atmosphere and expanding international exchanges through various Korean cultures to be showcased at the 2024 Paris Olympics.”