MUMBAI: Hybe Corp, the entertainment powerhouse behind global K-pop acts including BTS, Seventeen and Txt, has announced the formation of Hybe India, a whollyowned subsidiary set to begin operations later this year.
The company announced on 30 June that this initiative is part of chairman Bang Si-hyuk’s“multi-home, multi-genre” strategy, aiming to export Hybe’s artist development blueprint to non-Korean markets. HybeIndia is expected to launch between September and October,following market research and corporate set-up.
With a population of 1.4 billion, a median age of around 28 years, and one of the world’s fastest growing entertainment markets (estimated to grow at 8.3 per cent annually to Rs 3.45 trillion by 2028), India presents a significant opportunity for Hybe global ambitions. The plan is to replicate the K-pop model—training, storytelling, fan engagement—in local contexts. This mirrors earlier expansions in Latin America and the US, where Hybe America’s Katseye entered the Billboard Hot 100 within a year of debut.
Hybe has great ambitions for India’s young populace. It says that it will get into:
Localised music production: Hybe India will blend Indian languages and aesthetics with the K-pop system.
● Talent discovery and development: Audition-based programmes, mentorships and training camps are expected, possibly in partnership with Indian broadcasters.
● Live events and fan engagement: The expansion may lead to concerts by acts such as BTS and Seventeen in India.
● Cultural adaptation: Hybe’s production model must adapt to India’s musical landscape—from Bollywood to indie. Bang Si-hyuk previously said K-pop should be seen as a methodology, not merely a genre.
● Market infrastructure: India’s growing event infrastructure, seen in shows like Coldplay Live positions it well for large-scale performances.
Hybe’s India entry follows its expansion into Latin America and China, adding to earlier success in Japan and the United States. The company tailors its approach—from talent sourcing to IP management—based on local needs.
With Hybe India set to launch in September or October, the road ahead could feature BTS/Seventeen concerts, homegrown idol groups and Indian-language K-pop acts. While details are still emerging, Hybe’s focus on immersive fan experiences and localisation may transform India’s music scene.
In essence, this is more than corporate expansion. It’s a step toward co-creating a next- generation Indian pop identity, rooted in the precision of K-pop and coloured with local culture.
