The infamous 'Burning Sun scandal' continues to cast a long shadow over Korea’s entertainment industry even a decade later. Questions are now being raised after Muse M announced the appointment of Heo Hyun as its new Chief Business Officer (CBO) and head of the company’s China branch.
On September 24, Muse M stated that it had named Heo, who previously worked at YG Entertainment and managed Big Bang’s activities in China, to oversee global business expansion. A graduate of Fudan University in Shanghai, Heo was once considered a rising figure in entertainment management.
However, Heo is no ordinary executive. He was a member of the notorious 'Burning Sun' group chat along with disgraced celebrities Jung Joon Young and Choi Jong-hoon, where multiple sex crimes took place. In 2019, Heo was convicted of sexual assault and received eight months in prison, suspended for two years. He was also ordered to complete an 80-hour sex offender treatment program and perform 160 hours of community service.
Court documents revealed that in March 2016, Heo traveled to Daegu with Jung and Choi following a fan signing event. Later that evening, the group met women at a nightclub, moved to a hotel, and sexually assaulted them. Although Heo appealed his sentence, higher courts upheld the original ruling, stating that he had not received forgiveness from the victim. The Supreme Court finalized the verdict.
Despite the conviction, Muse M has defended its decision, emphasizing that Heo’s past crimes are separate from his new role in leading the company’s overseas business strategy. Heo expressed optimism and said he intends to help Muse M grow into a unicorn company in the K-content industry.
Industry insiders remain skeptical. One entertainment executive commented, “Muse M operates in the artist IP business. What agency would entrust their intellectual property to someone with direct ties to the 'Burning Sun scandal'? This risks damaging the company’s image.”
The controversy highlights the entertainment industry’s continuing struggle with accountability and public trust as individuals once disgraced by high-profile scandals return to positions of power.
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