Chairman Bang Si-hyuk emphasizes India's rich cultural diversity while planning to develop a new model.
The overseas branch, HYBE India, is set to focus on nurturing talent through auditions starting early next year.
HYBE is officially entering the Indian market. Chairman Bang Si-hyuk announced that the newly established overseas branch, ‘HYBE India,’ will hold its first audition in 2026 to discover artists suitable for the local scene.
In an interview with India Today on the 9th, Bang emphasized that HYBE's core philosophy is predicated on the notion that fans exist everywhere, which aligns with the establishment of the Indian branch. He described India as a 'young and dynamic' nation with rich cultural diversity, making it an ideal ground for experimenting and expanding the 'multi-home, multi-genre' strategy.
This ‘multi-home, multi-genre’ approach is not merely about replicating the existing K-pop system but aims to create new genres by integrating Indian cultural codes and production techniques. Bang stated that this strategy will be tested and validated in India. Much like its global counterparts, HYBE India intends to focus on innovative methods to nurture successful artists.
HYBE's expansion into India is a strategic move to enhance K-pop's popularity worldwide. Chairman Bang Si-hyuk's assertion that 'fans exist everywhere' reflects a commitment to cultivating artists deeply rooted in local cultures, transcending mere international outreach. This is particularly aimed at establishing a new artist model that resonates with regional characteristics, drawing from the success of existing global artists like BTS.
The 'multi-home, multi-genre' strategy signifies HYBE's creative approach and responsiveness to India's cultural diversity. As the K-pop market becomes more saturated globally, there is an urgent need for musical experimentation that can resonate with different cultural contexts, making growth in India even more significant. Thus, the upcoming auditions are highly anticipated as we consider what new artists might emerge.
The success of HYBE India will largely depend on how effectively it can harmonize local cultures and systems over the next 3-5 years. If Chairman Bang's ambition to serve as a connective hub for global diasporas materializes, India could establish itself as a focal point for innovative musical experimentation.
This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.
Photo: TVDaily
