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BTS World Cup Performance Lifts Hybe Stock; K-pop Giant Gains $470M in Market Value

Hybe's shares surged 7.16% on Thursday after BTS secured a spot performing at the 2026 FIFA World Cup Final halftime show alongside Madonna and Shakira. The performance is scheduled for July 19. The announcement boosted the South Korean entertainment company's market capitalization by over 700 billion won, or $470 million. The seven-member group's momentum follows their March comeback after completing mandatory military service. The band marked their return with a free Seoul concert on March 21, streamed on Netflix to global audiences. Their 10th studio album, "Arirang," debuted at number one on the Billboard 200—the group's seventh consecutive chart-topper—and sold 4 million copies on its first day. The album topped charts in 115 countries on Apple Music. BTS is currently executing an 85-date world tour spanning 23 countries, which launched April 9.