Is B2ST going to return to Cube Entertainment?
Well, we don’t know for sure, but several news reports by South Korean media outlets certainly seem to suggest that. According to sources in the industry, because of the name trademark issue, it is possible for the idol group to create a sub-label under Cube rather than setting up a company.
As the name “B2ST” is currently registered as a trademark by Cube, it becomes hard for the group to promote their music or star in advertisements, dramas, and variety shows. If they still decide to go ahead with setting up an agency by themselves, they’ll most likely be looking at lawsuits. The name will only be free for use from 25th January, 23rd February, and 1st April 2026 onward, under the areas of music albums, advertisements, and artiste performances respectively.
An insider further explained, “Though the members have big dreams about setting up an independent agency, their original plans have been disrupted, causing them to be in a situation where they cannot exclude the possibility of returning to Cube. If they were to return, there is a possibility that they would be able to create a sub-label within Cube to have their own independent promotions.”
Cube Entertainment has also responded to the rumours, and released a statement saying, “There’s nothing that has been decided yet. We are hoping that B2ST will return. We are continuously proposing a contract renewal.”
The sources also revealed that when B2ST’s contract expired on 15th October, they already had plans to set up their own agency with investment from a Hong Kong entertainment company. However, there were delays because of the difference in expectations in the size of investment and schedule clashes.