Hybe's efforts to localize K-pop groups continue, this time in collaboration with YouTube creator Alan Chikin Chow
Hybe, the K-pop powerhouse behind BTS, is continuing its localization strategy by creating a new multinational pop group in partnership with popular YouTube creator Alan Chikin Chow, the company's US branch announced Friday.
K-pop localization, led by agencies such as Hybe, SM and JYP, involves creating idol groups tailored to regional markets by recruiting local members, using native languages and adapting K-pop's training system. A key example is Katseye, Hybe's first multinational girl group formed with Geffen Records in California in 2023.
Hybe America also plans to establish a new label, 'Hybe America x AU,' together with Chow, which will span both drama and music, blending fictional storytelling with real-world artist development. The YouTuber will serve as co-CEO and executive producer alongside James Shin, president of film and television at Hybe America, and Scooter Braun, CEO of Hybe America.
The label's first project kicks off with a global audition targeting aspiring singers and dancers between the ages of 18 and 28. Applicants of any nationality can participate by uploading short-form videos to YouTube Shorts using the hashtag '#HYBEAMERICAxAU.'
Selected participants will join a US-based intensive development program that combines Hybe's K-pop training with Chow's narrative-driven approach. The group will officially debut through a new original series from 'Alan's Universe,' which will follow the story of young artists entering an art academy and forming their own band.
'Alan's ability to connect with global audiences is remarkable. This collaboration will redefine the process of star-making, blending exceptional storytelling and artist discovery,' Braun said in a statement.
According to Hybe America, the project reflects a growing trend in the entertainment industry where storytelling and artist development increasingly intersect.
Chow is a globally popular YouTube Shorts creator, currently boasting over 88.8 million subscribers on his 'Alan's Universe' channel. Known for its themes of love, friendship and values relevant to teens, the web series has surpassed 700 million cumulative views across platforms.
'This partnership between the passionate global fandom of 'Alan's Universe' and the musical expertise of Hybe America will create powerful synergy,' Chow said. 'Together, we'll build a new label that delivers inspiration and resonance to audiences around the world.'
Shin added, 'This collaboration goes beyond the simple coexistence of music and content — it's a blueprint for the future of entertainment. We plan to create a new artist development model tailored for the digital era.'
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