HYBE Expands Global Multi-Hub Strategy by Entering India with K-POP Development Methodology

HYBE, the major South Korean entertainment company, has finalized its full-scale entry into the Indian market. A HYBE spokesperson stated, “We are actively conducting local market research and logistics preparations to establish a new subsidiary in India, with the goal of launching operations between September and October 2025.” This expansion is part of Chairman Bang Si-hyuk’s vision to export the “K-POP methodology.” HYBE refers to this approach as a “multi-home, multi-genre strategy,” aiming to achieve dominant market position by seamlessly integrating local culture and characteristics. The spokesperson explained, “This strategic expansion into India aligns with Chairman Bang Si-hyuk’s belief that the K-POP business model should be applied to other genres as well.” He added, “Exporting the K-POP methodology is the driving force behind our strategic expansion to ensure sustained growth.” Approximately one month before this entry was confirmed, Yonhap News reported that HYBE planned to set up an office in Mumbai. Sources within investment communities said HYBE is preparing for full-scale entry into India’s entertainment market by starting with the establishment of a local office. HYBE already launched a subsidiary in China in April, supporting the expansion of K-POP artists in China, one of the world’s top five music markets. HYBE manages superstar artists such as BTS, ENHYPEN, and SEVENTEEN. Once the Indian subsidiary is established, HYBE’s global hubs outside South Korea will increase to five locations. Currently, HYBE has operations in China, Japan, the United States, and Latin America. In a statement, HYBE explained, “Chairman Bang Si-hyuk’s philosophy is that K-POP should not be merely a music genre but rather a methodology that accurately captures public preferences and creates super IPs based on super fans.” Chairman Bang predicted, “The strategy of establishing hubs in major global music markets and applying this methodology is yielding results, and if this trend continues, the landscape of the global music market dominated by the Big 3 global companies will change significantly.” HYBE has already created global applications of the K-POP methodology. Last year in the United States, it launched the girl group KATSEYE through a partnership with Universal Music Group’s Geffen Records. According to HYBE CEO Jason Lee, KATSEYE “had an outstanding year with its 2024 debut album ‘SIS,’ with the title track ‘Touch’ remaining on the Billboard Bubblegum Under Hot 100 chart for two weeks and on the Global Song Chart for 13 consecutive weeks.” A similar strategy is also in progress in Latin America. HYBE acquired Axial Music in 2023 and restructured it as HYBE Latin America, identifying local artists through the audition program “Pase a la Fama” broadcast on TeleMundo and separate reality TV series.