From the bright skyline of Seoul to theaters across the Philippines, South Korean entertainment company HYBE is set to launch a new event format that brings major K-pop concert experiences to the big screen. HYBE Cine Fest in Asia will run from July 10 to 13 at SM Cinemas in SM Mall of Asia, Megamall & North EDSA, presenting a selection of exclusive films featuring performances from the label’s top acts.
The lineup includes BTS MAP OF THE SOUL ON:E, SEVENTEEN WORLD TOUR [BE THE SUN], TOMORROW X TOGETHER WORLD TOUR [ACT: SWEET MIRAGE], and ENHYPEN WORLD TOUR [FATE]. HYBE is also introducing HYBE Cinema Noraebang, a karaoke-focused screening meant to encourage audience participation. The norebang (Korean-style karaoke) will feature songs from HYBE groups, including TWS, &Team, ILLIT, BOYNEXTDOOR, Le Sserafilm, and Katsye.
The event will be held in ten territories across Southeast Asia, with some venues expected to offer additional in-person experiences.
While concert films have long been part of the music industry’s promotional cycle, HYBE Cine Fest in Asia responds to new audience demands. With international concert ticket prices at record highs and tours, both local and foreign, becoming increasingly difficult to access, this format offers fans a more affordable and localized alternative. For many, watching a full concert in a theater, surrounded by fellow fans, is the closest experience to attending a major tour stop.
The screenings are also a notable move for local cinema chains, especially for SM Cinemas, which are positioning themselves as event destinations rather than just traditional movie venues. By bringing together performance footage, production value, and fan culture in a single space, the festival builds on the growing popularity of “concert films” as a legitimate and large-scale entertainment option. As demand for access continues to shape how fans engage with artists, HYBE Cine Fest in Asia offers a model that blends content, community, and convenience.
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