HYBE Latin Debut launched this week as the boy band Santos Bravos held their first concert in Mexico City. The event marked a major milestone for HYBE Latin America and highlighted the company’s expansion into Latin American markets.
The band, made up of Drew, Alejandro, Kenneth, Kaue, and Gabi, performed their debut single, “0%,” at the sold-out Auditorio Nacional on Wednesday. Over 70,000 viewers also watched via YouTube livestream, showing strong international interest.
HYBE Latin Debut is the first major project from HYBE Latin America, established earlier this year. The company selected members through a competitive audition program that combined K-pop production standards with Latin cultural influence.
After selection, the members trained for six months in vocals, dance, and stage performance. The program aimed to prepare them for a high-level professional debut.
Analysts say the debut shows HYBE’s strategy of globalizing K-pop training while adapting it for regional talent markets. Consequently, local artists gain international exposure while meeting professional standards.
The band’s debut also indicates strong demand for Latin American acts trained under K-pop systems. Therefore, the debut could inspire similar projects in other regions.
Santos Bravos plans to release more singles and digital content to maintain momentum. Management also emphasized building a global fan base and strengthening cultural exchange between Asia and Latin America.
Experts note HYBE Latin Debut may encourage other companies to adopt regional talent programs. Training, performance, and cultural integration can create a model for global growth.
Finally, HYBE Latin Debut aims to promote artists who combine K-pop expertise with Latin American identity. The company seeks to spark a new wave of international pop influence.
