HYBE will establish a corporation in India in the second half of this year. HYBE noted, "We are conducting local market research and the practicalities of establishing the corporation with the goal of launching around September to October."
The establishment of HYBE's Indian corporation was influenced by the chairman Bang Si-hyuk's determination to export K-pop methodology to the massive market of 1.4 billion people. In fact, Chairman Bang is directly overseeing the 'Multi-home, Multi-genre' strategy. 'Multi-home, Multi-genre' is a strategy to secure a leading position in the local music market by reflecting local culture and characteristics. This method embodies the strategy of overcoming crisis with the sense that "the business model of K-pop must be exported and applied to other music genres to survive" and is realized in the global market.
The 'Multi-home, Multi-genre' strategy is showing results in the mainstream music market that has already entered the Indian market. The most notable success is seen in the United States. HYBE America's girl group KATSEYE has secured a spot on the Billboard 'Hot 100', known as the 'dream chart', less than a year after their debut. KATSEYE is a group that Chairman Bang oversees from music, choreography to visual creativity. The double title track 'Touch' from their first EP 'SIS (Soft Is Strong)' entered at number 22 on Billboard 'Bubbling Under Hot 100' and was also included in NME magazine's '50 Best Songs of the Year.' The digital single 'Gnarly,' released last April, also made its way onto both the Billboard 'Hot 100' and the UK Official Singles 'Top 100,' known as the world's top two charts.
KATSEYE is a multinational girl group that applies the K-pop methodology of discovering, training, producing records, managing, and planning performances in a single chain. To enter the world's largest music market, the United States, HYBE acquired Ithaca Holdings, which is home to superstars like Ariana Grande and Justin Bieber, in 2021. Following that, they established a joint label with Geffen Records under Universal Music Group and, in 2023, acquired QC Media Holdings, a top-tier hip-hop label known for artists like Lil Baby and Migos. Chairman Bang and the key management spent more than half of the year overseas to carry out the acquisition process. After securing these bases, they are integrating local infrastructure and networks, along with the K-pop artist discovery and training system, together with Chairman Bang's producing expertise, driving the KATSEYE phenomenon.
Business is also on track for HYBE Latin America, established in the second half of 2023 to secure a foothold in South America. In South America, HYBE is conducting two major artist development projects. The band selection audition 'Pase a la Fama', broadcast in collaboration with Televisa, Mexico's largest broadcasting company, is gaining great popularity locally. Local viewers are highly responsive to the human stories of participants from various regions aspiring to become stars based solely on their passion for music.
In addition, an audition to select members for a Latin boy group is also being prepared. Both auditions involve participants going through a training process that includes mentorship, attempting to apply the K-pop methodology that maximizes the talents of artists to the Latin music genre for the first time. This is to target the rapidly growing Latin music market, which has a projected annual growth rate of 22.5% in 2024, not only in South America but also in the United States. HYBE has acquired Exile Music to ensure a rapid establishment and local market targeting in the Latin region. Based on Chairman Bang's personal network, significant efforts have been made to establish a solid local presence.
Success stories are also emerging from HYBE Japan. The boy group &TEAM has surpassed cumulative shipments of 800,000 copies with their third single 'Go in Blind' (as of April 2025), receiving 'Triple Platinum' certification from the Recording Industry Association of Japan for sales exceeding 750,000 copies. This album also reached number one on Oricon's 'Weekly Singles Ranking' and 'Weekly Comprehensive Single Ranking' (as of May 5). Oricon stated at the time that "the 431,000 points obtained by &TEAM in the 'Weekly Comprehensive Single Ranking' is the highest figure among male artists this year." All albums released by &TEAM since their debut album announced in December 2022 (with the exception of digital singles) have received certification from the Recording Industry Association of Japan.
The boy group aoen, launched as the second group from HYBE Japan's YX Labels following &TEAM, also debuted this month and immediately topped the Oricon chart in Japan. aoen was formed through the audition program 'Cheering-HIGH ~Dream's START LINE~' aired on Nippon TV from February to April. This marks the success of HYBE's multi-home strategy in Japan.
HYBE stated that 'K-pop should not only mean music as a genre of pop, but the methodology itself needs to be based on accurately understanding the preferences of the public and creating super IP based on super fans' is Chairman Bang's longtime belief. 'The strategy of securing bases in major global music markets and applying this methodology is generating results, and if the current trend continues, there will be a significant shift in the global music market dominated by the top three companies.'
[Photo] Provided by HYBE
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