K-Pop Industry Accelerates Global Expansion with Hello82 Entering New York and HYBE Exploring India Market Entry

The global expansion of the K-pop industry is gaining momentum. K-pop label Hello82 has opened its first U.S. branch in Manhattan, New York, while major agency HYBE is pursuing entry into India’s Mumbai market. Hello82, which manages artists such as ATEEZ and P1Harmony, opened its first New York City location at 427 Broadway in SoHo, spanning 6,915 square feet. Situated on the corner of Broadway and Howard Street, it will serve as the flagship store for the East Coast. Jae Yoon Choi, founder and CEO of Hello82, stated, “K-pop fans in New York are extremely passionate and active, but they haven’t received proper services. We entered this market to change that.” The location is designed to offer fans unique experiences and social elements, including ‘special access’ to artists, new song release events, listening parties, and merchandise sales. Since its establishment in 2018, Hello82 has had a headquarters in Los Angeles and a branch in Atlanta, with plans to open seven more locations in the future. Meanwhile, HYBE, which manages globally renowned K-pop groups such as BTS, TOMORROW X TOGETHER, SEVENTEEN, and LE SSERAFIM, is actively advancing its efforts to enter India. A HYBE official said, “We are implementing localized strategies in various regions and conducting market research, but there is no final decision yet regarding the establishment of an office in Mumbai.” The growth potential of the Indian market is notable. PwC predicts that India’s entertainment and media industry will grow at an annual rate of 8.3%, rising from approximately 40 trillion won in 2023 to around 56 trillion won by 2028. An EY-FICCI report estimates that India’s live performance market will reach approximately 2.73 trillion won by 2027. With HYBE’s entry into India, expectations for BTS’s potential performances there are rising. K-pop fans in Mumbai are highly optimistic about HYBE’s arrival in the country. Recent reports indicating that BTS is set to reunite in June and embark on a world tour in 2026 have fueled hopes that “the day BTS performs in India is near.” Over the past two years, Indian audiences have shown strong interest in live events featuring K-pop stars such as Xdinary Heroes, Chen, Xiaojun, Hendery, Bella, ZEROBASEONE, and VIVI. Given India’s capacity to host large-scale music events, including performances by global artists like Ed Sheeran, Coldplay, and Dua Lipa, industry experts believe “more major K-pop concerts may take place in the future.”