Hybe to Establish Indian Subsidiary in Second Half of Year... Bang Sihyuk's 'Multi-Genre' Strategy Accelerates

On June 30, Hybe announced that it will establish a subsidiary in India in the second half of this year to export its 'K-pop methodology' to the vast market of 1.4 billion people. The company is currently conducting local market research and working on the practicalities of establishing the subsidiary, with the goal of launching around September or October.

The decision to establish Hybe's Indian subsidiary was strongly influenced by Chairman Bang Sihyuk, who is personally overseeing the 'multi-home, multi-genre' strategy. This strategy aims to secure a leading position in the local music market by reflecting local culture. Chairman Bang has consistently emphasized the importance of entering the global market, stating that "the K-pop business model must be exported and applied to other music genres in order to survive."

Hybe

In fact, the multi-home, multi-genre strategy is already showing results in mainstream music markets where Hybe has entered first. In particular, in the United States, the girl group 'KATSEYE' introduced by Hybe America made it onto the Billboard Hot 100 less than a year after its debut. KATSEYE is a multinational girl group launched by applying the K-pop methodology, which integrates the discovery and training of new talent, album and original production, management, marketing, and concert planning into a single system.

Hybe Latin America, established in the second half of 2023 to secure a base in South America, is also seeing its business gain traction. The band audition show 'Pase a la Fama,' which is being broadcast in collaboration with Mexico's largest broadcaster Telemundo, is enjoying great popularity locally. An audition to select members for a Latin boy group based on the K-pop methodology is also being prepared.

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A Hybe representative stated, "Chairman Bang's long-held belief is that K-pop should not be limited to a music genre, but should become a methodology for accurately understanding public preferences and creating 'super intellectual property (IP)' based on 'super fans.' If the current trend continues, the landscape of the global music market, which is dominated by major international companies, will change significantly."