Launching and selling egg tart business, challenging the business, and collaborating with SSG.com
The controversy surrounding Hive, led by Chairman Bang Si-hyuk, intensifies due to the conflict with former CEO Hee-jin Min. Chairman Bang Si-hyuk previously declared that if the Hive artist BTS fails, he will venture into the egg tart business, attracting renewed attention. The Hive, led by Chairman Bang Si-hyuk, applied for a trademark for a bakery brand called “Bang & Baker’s.”
Chairman Bang Si-hyuk, known as the father of the globally renowned artist BTS, showed exceptional love for a business in the bakery industry. The bakery business involved the sale of egg tarts developed by Chairman Bang Si-hyuk at the Hive Insight’s museum shop in the past.
Fans were already curious about Chairman Bang Si-hyuk’s interest in the egg tart business even before he officially started it. Despite BTS’s global popularity, Chairman Bang Si-hyuk did not lose interest in the bakery business.
Ultimately, Hive launched the bakery brand “Bang & Baker’s,” and the subsequently released egg tarts were jointly developed and launched with the bakery company Samlip SPC.
The egg tart released by Bang & Baker’s featured a character drawn by Chairman Bang Si-hyuk himself, known among fans as the “Bang Si-hyuk Egg Tart.” The limited edition tart, sold in batches of 500 per day due to its short shelf life, quickly sold out and gained immense popularity.
The release of the egg tarts was followed by a collaboration between Hive’s Bang & Baker’s and SSG.com for exclusive sales. SSG.com offered a box of egg tarts along with two tea drinks for 14,800 won, limited to 2,000 boxes per day.
The egg tart business that Chairman Bang Si-hyuk showed a special interest in received love from Hive’s artists’ fans and various consumers. However, product releases have been scarce recently.
Meanwhile, Hive is currently embroiled in controversy due to ongoing legal disputes with former CEO Hee-jin Min. In addition, New-Jin’s, an artist under Hive, publicly criticized the company through a live broadcast, demanding the reinstatement of Hee-jin Min as the CEO of Ado by the 25th. Additionally, New-Jin’s member Hani revealed mistreatment by company staff.