HYBE expands to India with new subsidiary plans

HYBE, one of the leading giants in the K-pop industry, has announced its plans to launch an Indian subsidiary.

According to a report from Soompi, the company announced today, June 30, that it would be opening a branch in the South Asian country. As of this writing, further details remain unclear.

Soompi has also reported that the chairman of the company, Bang Si Hyuk, is personally helming this change via a “multi-home, multi-genre” strategy.

Everything we know about HYBE's initiatives to launch the Indian subsidiary:

The entertainment behemoth, known for serving as the home to famed stars like BTS, SEVENTEEN, TOMORROW X TOGETHER (TXT), and KATSEYE, among others, is currently tackling the legalities of its expansion, per various outlets.

A representative of the brand told NME,

“The strategy of establishing footholds in major global music markets and applying this methodology is already producing results. If this trend continues, it is expected to bring significant changes to the global music industry, which is currently dominated by the so-called global ‘Big Three’ businesses.”

Chairman Bank Si Hyuk's model allows the development of localized music systems that will reflect K-pop's business model and local cultures in India, which boasts 1.4 billion people. The country is the seventh-largest on the planet and is home to one of the biggest music markets. Its affinity for K-pop content is also reportedly on the rise.

HYBE's approach has already proven its efficacy. In Latin America, the company's local auditions and training programs are reportedly rendering favorable results, and their global expansion model also seems to be working. They launched the initiative back in 2023.

NME has reported that HYBE is currently seeking to form a Latin boy group with K-pop roots, as they recently launched two audition programs in South America.

HYBE is also known for launching the American girl group KATSEYE, which made headlines recently as it featured on the Billboard Hot 100 a year after they made their debut. Their second mini-album, Beautiful Chaos, was a massive hit, and the band recently spoke to NME about their latest EP:

Lara, a member of the girl group, said of their career trajectory and future:

“I feel like soon we’re going to tap into more different genres, maybe like R&B, maybe even more dance-heavy. We’re gonna try a lot of different things. We’re all very inspired by Britney Spears, Lady Gaga and 2000s pop, so we’d love to experiment with that.”

Dani chimed in:

“I feel like it’s all [about] keeping the KATSEYE vibe within exploring different genres, which is really exciting, and then also bringing in the cultural elements, different languages maybe, instruments and choreography. We are really, really musical as people so I think we’re very open to trying anything. So we will be doing that!”

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