HYBE IPX to bring K-POP light sticks to Paris 2024 Olympics

If you've ever been to a K-pop concert, you'll know that having an artist's official “lightstick” is an essential part of the concert-watching experience. For the Paris 2024 Olympics, Team South Korea will partner with industry leader HYBE to embrace this special aspect of K-pop superfandom through their own lightsticks, official cheering songs, and more.

Typically handheld devices with a plastic tube and a glowing top, lightsticks are customized for each act with specific colors, markers and designs, rather than being disposable glow sticks, becoming a way for fans and artists to enjoy the live experience together. BTS has their “ARMY BOMB” lightstick, which features a black stand and a clear sphere on top, which represents the aforementioned “bomb,” and thanks to Bluetooth technology, glows a spectrum of colors in time with the group's music. For artists to unveil their official lightsticks is seen as an important career step and signals an upcoming concert.

It's been less than six months since HYBE unveiled lightsticks for rookie boy band BOYNEXTDOOR, but the company's division, HYBE IPX, is simultaneously in talks with the Olympics to provide technology to inspire similar fandom in Paris. The company will provide a specially designed “Team Korea Lightstick” to support the South Korean national team competing in the Olympics. Taking inspiration from the Olympic flame and stadiums, the lightstick will change color and light up in time with chants, utilizing the same technology and expertise used in concerts for HYBE artists.

“Centralized control is the best technology that differentiates us from other companies,” said Seung Suk Rhee, president of HYBE IPX, in an exclusive interview. Billboard“Simply put, you can easily control light sticks scattered across a large space from a central console box. You can create a variety of settings for different occasions, from K-POP concerts to theme park rides.”

The newly revealed light sticks for the Korean team are in tune with this year's official cheer song, “Fighting,” by SEVENTEEN's BSS and Lee Young-ji, and they also come with their own unique challenges.

“It will be incredibly moving to see so many spectators come together in one spirit and sing our songs in unison to support our athletes,” BSS said. Billboard “We are very proud and honored that 'Fighting' featuring Lee Yong-ji has contributed to the excitement of the Korean team's athletes at such a historic sports festival. This is all [our fans] “I'm once again filled with gratitude to CARAT and our fans who have shown so much love to this song since last year. I hope to convey BSS's positivity and energy to the Korean national team through the energetic beat and fun lyrics that will heighten the enthusiasm and frenzy of the support. I wholeheartedly support them so that they can enjoy this moment and achieve their goals.”

Read on to find out more about how K-Pop Lightsticks made their way to the Olympics and where they're headed in the future as we speak with Seung Suk Rhee, president of HYBE IPX.

When did the opportunity arise to create a lightstick for the Korean team?

Since early summer of last year, with the 2024 Paris Olympics creating huge excitement worldwide, we have been exploring ways to incorporate this event into HYBE. We decided that the ideal solution would be to introduce light sticks, which represent the concepts of “cheering” and “support,” which are equally important to both music fans and sports enthusiasts. We proposed this idea to the Korea Sports Association, and with a mutual understanding that we would lead the cheering culture, the Light Stick Project was launched.

The most important factor was the design: we were not just making a flashlight, we had to come up with a design that represented our country as a flag. TaegeukgiThat's right. We incorporated torch and stadium motifs into the final design to make it instantly recognizable as the national flag, while still retaining the unique shape of the penlight.

The design is based on a simple white color with shapes reminiscent of torches and flames. The light beams, which change color and flash with each press of the button, are inspired by the Olympic symbol, which includes five circles: blue, red, yellow, green and black. As black cannot be produced by light, it was replaced with white, the background color of the Olympic flag, and a touch of gold was added, inspired by the logo of the Paris 2024 Olympic Games. Consideration was given to the design reflecting the Olympic identity, and care was also taken to ensure it matched the official uniform of the Korean team.

What should fans and viewers look out for when the lightsticks are televised during the Opening Ceremony?

Personally, I'm even more excited because this is the first time that HYBE's light sticks will be shown in front of audiences of all nationalities around the world. I hope that we can contribute to spreading the Olympic spirit a little bit as the Korean team's athletes will enter the Opening Ceremony holding the Korean team's official digital flag.

The light sticks held by the Korean team players feature the Korean flag attached to the standard version of the Korean team official light stick provided to Korean spectators. Firstly, we wanted to strengthen the connection between the players and the fans. Secondly, we aimed to express the Taegeukgi in a new way, not just a light stick. That's why we also named it the Korean team official digital flag.

What was the most challenging aspect of creating this opportunity?

All of my team members have worked hard on this project. Of course, we felt pressure due to the scale of the event, such as a concert hosted by HYBE artists at an arena. However, this is the first time that we are showing our light sticks to the world. In addition, it is also the first time that Korean team players will hold light sticks instead of the usual national flag at the Olympic Opening Ceremony. I hope that our light sticks can contribute to ignite the Olympic spirit of the Korean team.

How did the discussions go about adopting SEVENTEEN's BSS and their song “Fighting” as the official cheer song for the Korean team?

“Fighting” by BSS featuring Lee Yong-ji has the most fitting message and atmosphere for a celebratory event, especially at a time when the athletes need all the support they can get. We wanted to make it a memorable song for fans, maintaining the excitement for the Korean team throughout the Paris 2024 Olympic Games. We plan to perform “Fighting” as one of the cheering songs at Korea House in Paris, where the Korean team cheering event will be held.

What do opportunities like this say about K-pop and K-pop fandom?

At HYBE, we don't see K-POP fans as separate from sports fans. We believe that fandoms have a common core: passion, whether it's sports, games, movies, anime, or theme parks. Though they may look different, they are driven by the same heartfelt desire to support the things and people they love. Whether sports fans wear jerseys and shout slogans or K-POP fans wave light sticks, they are sending the same message: “We're cheering for you.” From this perspective, we realized that by introducing HYBE's light sticks to the sports world, we could create a new cheering culture. We believe that fans are constantly evolving by actively participating in various ways and sending energy to artists and athletes.

HYBE IPX first extended this technology beyond music by collaborating with Korean esports team T1 for this summer's League of Legends Champions tournament. How did this idea come about?

It's been a long time since we prepared an outbound project that would allow us to showcase our light stick technology to a wider audience beyond the music industry. With this in mind, we've been discussing new opportunities with partners in various fields. We are currently discussing various collaborations for long-term partnerships, the first of which is the T1 OFFICIAL LIGHT BAND, which was first unveiled at T1's “Home Ground” event in late June. HYBE's production team helped direct the light band throughout the event.

Can you tell us more about HYBE IPX and your role within the company?

HYBE IPX is a business unit that focuses on creating infinite possibilities based on artists' IP and delivering fresh experiences to fans. They develop official merchandise for events such as tours and birthdays, provide licensed products that allow artists to use their characters and IP in their daily lives, and host global pop-up stores that provide fans with unique and immersive experiences. HYBE's lightsticks, which have expanded beyond music to sports and e-sports, are designed, manufactured, and supplied by HYBE IPX, the powerhouse of lightstick technology.

Additionally, HYBE IPX leads the planning and execution of collaborative IP projects with multiple labels and other business divisions within HYBE, such as the BTS 10th Anniversary Festa and “THE CITY” project in 2023. Another exciting edition is coming soon with SEVENTEEN “FOLLOW” THE CITY BANGKOK in 2023, and ENHYPEN World Tour “FATE PLUS” THE CITY JAKARTA in August. Various partnerships involving brand ambassadors, commercials, and HYBE artists are also part of our business.

As the organizational leader behind all these initiatives and projects, I am committed to creating unique experiences for fans with the artists they love, as well as opportunities for fans to connect with each other and enjoy memorable experiences together.

HYBE said, “With this unique light stick system, we aim to bring K-pop innovation to festivals and arenas around the world.” Can you explain this a bit more?

I'm sure you've been to a concert sponsored by a K-POP artist or label. The moment you step into the arena, you see fans waving their light sticks and cheering for their favorite artists. This is a special culture and technique that has been cultivated within the K-POP industry. “Superfan” may be the most trending keyword in the music industry these days, but it is not limited to the music industry, but also exists in other industries such as sports, e-sports, and anime. We have witnessed K-POP fans crying, laughing, and cheering with happiness. [while] Raise your light stick high. Regardless of who you like, you want to share this touching moment with fans all over the world.

From business owners interested in this technology to fans who will buy and use the Lightstick, is there anything you want our readers to know at this point?

HYBE believes that lightsticks are not just a cheering tool. Lightsticks are a way for fans to cheer on their favorite artists and athletes, and a medium for cultivating a sense of solidarity between fans and a “fan culture” that has matured over time. They are also a way for fans to participate in stages and events and interact not only with the artists on stage, but also with each other. We will cherish this value and strive to further spread the lightstick culture that originated in K-POP to various fields.