HYBE Is Coming To India As Part Of Its ‘Multi-Home, Multi-Genre' Strategy
HYBE, the South Korean entertainment giant behind popular K-pop groups such as BTS, TXT, and SEVENTEEN, is gearing up to enter the Indian market. The Seoul-based company confirmed that it is planning to open its Indian office by September or October of this year. HYBE aims to expand the growth and success of K-pop to other parts of the world, and India is a significant step in that plan.
In a statement to the media, the company stated, '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." This move is part of Chairman Bang Si Hyuk's strategy, 'multi-home, multi-genre." HYBE has been focused on launching new labels with companies based in other countries, as well as conducting auditions for new artists and arranging TV appearances for them.
The company also shared that the expansion is driven by the chairman's vision to 'export K-pop methodologies globally." HYBE already has offices in China, Japan, the US, and South America, with its office in China launched in April 2025.
HYBE's move to enter the Indian market shouldn't come as a surprise, from a business perspective, as the country has the 15th largest recorded music market globally. With a population of approximately 1.4 billion and a large number of young, digitally savvy individuals, the company sees India as an opportunity to apply its proven formula of idol training, fandom building, and high-production content.
The Seoul-based company has already tasted success with their model in other countries. In the US, they partnered with Universal Music Group's Geffen Records and launched the girl group KATSEYE. They made it to the Billboard Hot 100 chart, less than a year after their debut. Meanwhile, in Latin America, HYBE, in collaboration with the Spanish-language network Telemundo, launched the hit audition show Pasa a la Fama.
From a business perspective, despite HYBE generating 2.26 trillion won (approximately $1.56 billion) in 2024, which is a record high, its profits decreased by 38 per cent. The primary reason behind the drop was BTS being on hiatus due to the members' mandatory military service. Last year, 34% of Hybe's revenue came from South Korea, while the rest of Asia accounted for 37% and North America accounted for 24%. With the new expansion into India, HYBE plans to continue growing.
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First Published:
July 09, 2025, 09:36 IST
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