 According to Reuters, the company's market capitalization doubled in value after the release of "Gangnam Style", surging to 113.5 billion won ($101.29 million) in late September, 2012.In October 2012, Bloomberg L.P. reported that the "father-son connection" to the "Gangnam Style" music video has triggered an almost 500 percent rally in shares of DI Corporation.The Economist compared its remarkable surge in share prices with stock market bubbles such as the 17th century Tulip mania.