HYBE Expands Efforts to Enter Mumbai, India...Aiming to Grow K-POP in a Market with 1.4 Billion People

HYBE, the global agency behind K-POP, is actively pursuing entry into the Indian market. The company, which manages world-renowned K-POP groups such as BTS, TOMORROW X TOGETHER, SEVENTEEN, and LE SSERAFIM, is reportedly considering opening its first office in Mumbai, India. A HYBE official stated, “We are vigorously implementing localization strategies in various regions and conducting market research across different areas,” but added that the plan to establish an office in Mumbai has not yet been finalized. However, Indian K-POP fans, particularly the “Desi ARMY” (BTS’s fanbase in India), are highly enthusiastic about this development. This is because BTS is set to reunite after completing its military service in June, and plans for a world tour in 2026 are being discussed. HYBE’s interest in India is backed by clear economic rationale. Global consulting firm PwC forecasts that India’s entertainment and media industry will grow at an annual rate of 8.3%, rising from 2.45 trillion rupees (approximately 40.13 trillion won) in 2023 to 3.45 trillion rupees (approximately 56.5 trillion won) by 2028. An EY-FICCI report estimates that India’s live performance market will reach 167 billion rupees (approximately 2.73 trillion won) by 2027. India’s population of 1.4 billion people and average age of 28.2 years also align well with K-POP’s target consumer demographic. While K-POP initially experienced explosive growth in Western markets, large groups like BTS and BLACKPINK were previously excluded from performances in India due to infrastructure limitations and low physical album sales. However, the situation has changed significantly over the past two years. K-POP soloists and groups such as Xdinary Heroes, Chen, Xiaojun, Hendery, ZEROBASEONE, and B.I. have successfully held concerts in India, receiving enthusiastic responses from local audiences. This indicates that not only is the Indian market ready for K-POP, but it also has a strong demand for it. India possesses the infrastructure and capabilities to host performances by world-famous artists such as Ed Sheeran, Coldplay, Dua Lipa, Justin Bieber, and Travis Scott. Despite having no official activities in India, BTS members Jinha, Jimin, SUGA, j-hope, RM, Lay, and Jung Kook maintain overwhelming popularity across cities, rural areas, and digital platforms. The industry expects HYBE’s entry into India to boost the possibility of large-scale performances by top K-POP artists like BTS, in line with the growing momentum of India’s K-POP market. If HYBE establishes a presence in Mumbai, it will strengthen its global network alongside countries where it is already active, such as the United States, Japan, and Latin America. Similar approaches may be adopted in the Indian market, just as HYBE America launched the new group KATSEYE as part of its localization strategy. Industry experts believe that K-POP performances could become mainstream culture in India.