HYBE is coming to India: New subsidiary to open in second half of 2025
K-pop's biggest powerhouse is setting its sights on one of the world's most vibrant and untapped music markets- India. On June 30, HYBE officially announced its plans to establish a subsidiary in India, with operations expected to kick off as early as September or October 2025.In a statement, HYBE confirmed to the media, 'We are currently conducting local market research and handling the practicalities of setting up the corporation, with the goal of launching around September or October.'advertisementThe move is part of Chairman Bang Si Hyuk's bold 'multi-home, multi-genre' global strategy, a vision aimed at localising the K-pop methodology to different cultural markets. This means building artist development and production systems within local regions while preserving the foundational elements that have made K-pop a global sensation: rigorous training, storytelling, and fan-centric engagement.
Why India?With a population of over 1.4 billion and a digitally savvy youth demographic, India represents a significant growth opportunity for global music labels. For HYBE, the Indian subsidiary isn't just another overseas branch, it's a strategic expansion designed to root K-pop's production expertise in one of the world's fastest-growing entertainment economies.Chairman Bang Si Hyuk, who is personally overseeing this expansion, believes in adapting to the pulse of regional markets rather than replicating a one-size-fits-all model. India, with its diverse linguistic and musical heritage, offers fertile ground for genre-bending innovation and potential cross-cultural hits.advertisementHYBE's approach in India is not without precedent. In the U.S., HYBE America's girl group KATSEYE has already made waves, entering the Billboard Hot 100 less than a year after their debut.Similarly, in South America, HYBE Latin America was launched in late 2023 and is quickly gaining momentum. Two major artist discovery projects are already underway. Pase a la Fama, a band audition program created in partnership with Mexico's Telemundo, has become a local favorite. Meanwhile, a new audition project is preparing to select and train a Latin boy group—once again using the K-pop model of training, mentorship, and narrative-driven fandom building.A HYBE spokesperson said, 'The strategy of establishing footholds in major global music markets and applying this methodology is already producing results. It is predicted that if this trend continues, the landscape of the global music industry—currently dominated by the so-called global 'Big Three' businesses—will undergo a significant transformation.'HYBE's entry into India could potentially reshape the country's music ecosystem. With Indian pop (or I-pop) slowly finding its footing and Korean culture enjoying massive popularity amongst Gen Z, a localised approach to K-pop could lead to the rise of India-based global music idols trained in the K-pop mould but rooted in Indian soundscapes.What remains to be seen is how HYBE will tailor its method to reflect India's cultural nuances. Will we see an Indian pop group with multilingual releases? A reality survival show in partnership with a major Indian broadcaster? Or perhaps the launch of HYBE India's own idol training system right in Mumbai or Delhi?- Ends
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