Hybe Corporation como novo modelo de conglomerado sul-coreano : entre a tradição dos chaebols e a emergência do capitalismo cultural na era da Hallyu

Abstract

This dissertation investigates the specific characteristics of Hybe Corporation, one of the leading conglomerates in South Korea9s cultural industry, through a comparative perspective with traditional chaebols. The study begins with the hypothesis that Hybe represents a new form of business organization that incorporates typical elements of chaebols, such as diversification and strategic centralization, while adapting them to the dynamics of the symbolic and digital economy. Through a qualitative analysis of institutional sources, news reports, corporate documents, and academic literature, the research identifies how Hybe operates across multiple fronts of the cultural sector (music, technology, digital platforms, games, and intellectual property), building a multifunctional, globalized ecosystem centered on fandoms. In addition, the company's relationship with the South Korean state is examined, with emphasis on its participation in cultural diplomacy and soft power initiatives. The dissertation argues that, although Hybe does not fully replicate the model of state favoritism seen in the developmental era chaebols, it participates in a new kind of public-private collaboration, more symbolic and reputational, aimed at promoting the international image of Korea. It concludes that Hybe embodies a <cultural neochaebol=: aconglomerate that integrates business rationality, technological innovation, and symbolic capital, playing a strategic role in the global creative economy and reinforcing South Korea9s national image. This study contributes to debates on Asian capitalism, the transformation of conglomerates, and the role of cultural industries in contemporary diplomacy.