Despite the speed of digital adoption by consumers, there are clear and growing signs that people are seeking the excitement of physical events and experiences. Korea’s HYBE Corporation has become one of the world’s biggest entertainment platforms built around the K-pop phenomenon of their bands such as BTS and KATSEYE. HYBE has developed a powerful “fandom culture” that unites the music with events, technology, entertainment and experiences but also major brand collaborations such as with Louis Vuitton, Calvin Klein, Gap and Pandora. In this special interview, Damien Woochang Lee, CEO of HYBE India will bring to life the important lessons for retailers and brands of this exciting new world.