South Korean police have arrested eight individuals suspected of creating and spreading deepfake videos that targeted artists under HYBE, the K-pop powerhouse behind global acts like BTS, NewJeans, LE SSERAFIM and Seventeen.
Six of those arrested are accused of producing and circulating the manipulated content via Telegram chatrooms and social media platforms.
The arrests follow months of cooperation between HYBE and the Northern Gyeonggi Provincial Police Agency (NGPPA), under a formal partnership signed on 25 February.
The agreement laid out specific measures to tackle AI-generated deepfakes involving the company’s artists.
HYBE's Chief Legal Officer, Jinsoo Jung (right), and NGPPA District Chief, Ho-Seung Kim (left), at the MOU signing ceremony to tackle AI-generated deepfakes.
A critical part of the investigation involved information directly supplied by HYBE, which police say helped them track down the suspects swiftly.
HYBE also credited its fan base for contributing to the case.
Through its “Report Infringement of Artist Rights” website — launched in September 2024 — fans sent in alerts about manipulated posts defaming artists.
Fans can help to protect their idols by reporting through ‘protect.hybecorp.com’ dedicated to counter this ongoing threat.
One BTS fan encouraged others on X, posting,
“ARMY, keep reporting real issues on the Hybe Portal… they’re taking good care of our guys & we’re helping! These deepfake crimes especially, need to be stopped!”
These tips, HYBE said, played a “crucial role” in detecting and stopping criminal activity.
Deepfake videos featuring public figures have become a growing concern in South Korea’s entertainment industry.
The issue is especially pressing for celebrities who, according to law enforcement, are often reluctant to come forward.
In 2023, reports revealed that 94% of deepfake pornography victims were K-pop artists.
An original photo of LE SSERAFIM’s Sakura has been digitally altered using deepfake technology to create a fake nude image.
Kim Ho-seung, Chief of the NGPPA, said,
“Deepfake crimes that exploit the vulnerabilities of celebrities — who often find it difficult to report such offences themselves — are on the rise.”
He promised continued efforts to identify and prosecute offenders by adding,
“Deepfake is a serious type of crime that can destroy the daily lives of victims, and crimes targeting public figures are no exception.”
HYBE CEO Jason Jaesang Lee vowed strong legal action in response to such crimes, affirming the company’s no-settlement approach.
Jason Jaesang Lee, CEO of HYBE
Lee said,
“HYBE will respond firmly to crimes that infringe on our artists’ portrait rights and reputations, based on a zero-tolerance and no-settlement policy.”
He also pledged to continue working with law enforcement agencies and enhance the company’s artist protection system.
While the eight suspects targeted HYBE artists specifically, the police confirmed that a total of 23 individuals were arrested in relation to the distribution of sexually explicit deepfake content via Telegram.
Of those, 13 are currently in custody.
Most of the accused are reported to be young, with over 90 percent in their teens or twenties and lacking stable employment.
HYBE's crackdown reflects increasing worries across the K-pop scene.
Fellow entertainment giants like JYP, YG, and Cube Entertainment have also launched initiatives to combat deepfake threats against their artists.
Meanwhile, HYBE-owned label ADOR recently confirmed it is escalating legal action to protect girl group NewJeans from online harassment, including synthetic media attacks.
Beyond South Korea, lawmakers in the United States have reintroduced the bipartisan NO FAKES Act — a bill designed to combat unauthorised AI-generated content.
This week’s reintroduction saw support from tech leaders and music industry executives alike.
Figures attending the Washington event included Warner Music Group CEO Robert Kyncl, who previously testified before the Senate, along with Recording Academy CEO Harvey Mason Jr., YouTube’s Vivien Lewit, and RIAA chief Mitch Glazier.
Also present was country singer Randy Travis, who famously used AI to recreate his voice following a stroke.
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