Hybe expands K-pop strategy with plans to open a new office in India between September and October. This move, in turn, follows recent branch launches in Beijing, the US, Japan, and Latin America. Chairman Bang Si-hyuk aims to bring the full K-pop system to new markets. That includes talent scouting, training, music production, and fan management. Notably, India, with over 1.4 billion people and a booming entertainment sector, is his next target.
Bang has repeatedly said K-pop must evolve to grow globally. He once warned that intense fan loyalty might limit the genre’s broader appeal. In fact, in past interviews, he said removing the “K” from K-pop could open more doors. Though he no longer uses the phrase “K-pop crisis,” insiders say his strategy remains unchanged. Instead, they note that he now focuses on action, not controversy.
Hybe expands K-pop strategy quickly. It opened offices in Latin America and China within the last year. Therefore, the India launch marks another key milestone in this global expansion. Currently, the US remains Hybe’s most successful global market so far. Girl group Katseye debuted in June and already hit the Billboard charts. Their EP “SIS (Soft Is Strong)” and single “Gnarly” gained traction. Bang directly oversees their music, choreography, and visuals.
However, critics say Katseye is still stuck in the K-pop niche. The group hasn’t broken into American mainstream culture yet. Meanwhile, in Latin America, Hybe recently launched two new discovery programs. One is a TV audition show with Telemundo. Another is focused on creating a Latin boy band, using K-pop training methods.
Japan shows clear results. Boy groups &Team and Aoen topped the Oricon charts and earned platinum certifications. Both groups were formed through audition shows popular with Japanese fans. On the other hand, in China, Hybe is taking a slower approach. The new office will support existing artists and assess the local market before launching a new group.
Hybe expands K-pop strategy to fit each region’s culture and media. Ultimately, some critics warn that losing the Korean core could hurt the genre. Nevertheless, others argue localization is essential for survival and growth.
