The Future of K-pop Is Changing: Innovative Projects by HYBE, SM, and Virtual Groups

The K-pop industry is seeking new drivers for growth by pursuing various innovative projects, including global production teams, character integration, and virtual technology. HYBE has partnered with Grammy-winning producer and OneRepublic frontman Ryan Tedder to launch a new boy group project. Led jointly by HYBE Chairman Bang Si-hyuk and HYBE America CEO Scooter Braun, this project will recruit members through global auditions and conduct training in Los Angeles. Ryan Tedder previously collaborated with HYBE artists such as KATSEYE, &TEAM, and Tomorrow X Together. In a statement, Chairman Bang Si-hyuk said, “HYBE artists consistently achieve global milestones and dominate charts every year,” adding that “KATSEYE proved that our K-pop approach can succeed in the U.S. mainstream market.” Ryan Tedder added, “I’m enthusiastic about this exciting collaboration with HYBE. Bang and his team have proven themselves to be the best at fan-engaged creativity, and we want to create the most fan-centered group alongside top-tier music.” Applicants aged 13 to 23 from any nationality are eligible to apply, requiring submissions of a portfolio, performance video, and self-introduction video.

SM Entertainment has gone a step further by introducing a new business model that combines K-pop with character IPs. On the 18th, SM Entertainment and SAMG Entertainment announced a strategic partnership, outlining plans to maximize synergy between K-pop and the character industry through content integration. The first project under this collaboration connects SM’s new girl group Hearts2Hearts with the universe of the popular anime “Catch! Tiny Ping.” The strategy involves creating content, merchandise, and marketing efforts that merge anime and K-pop to naturally connect existing K-pop fans with children’s character enthusiasts. SAMG Entertainment CEO Kim Soo-hoon said, “By integrating K-pop and the character industry, we will present a new paradigm in the global market,” emphasizing that “the strong brand power of Tiny Ping combined with SM’s global music and fanbase business capabilities will generate significant synergy.” Hearts2Hearts is set to make its official debut on the 24th, with both companies planning joint marketing efforts focused on markets with high demand for K-pop and anime, such as Southeast Asia, China, and Japan.

The achievements of virtual group PLAVE are also noteworthy. The Korean boy band PLAVE had four new tracks enter the Billboard Global Chart (excluding the U.S.) on the February 22nd issue. Although the five members handle creation, composition, and choreography, animated videos using motion capture technology are presented in their music videos, live streams, and performances. PLAVE’s new song “Dash” debuted at position 89 on the Billboard Global Chart (excluding the U.S.), while “Liz,” “Chroma Drift,” and “Island” entered at positions 111, 115, and 128 respectively. All of these tracks are included in their third EP “Caligo Part 1,” released on February 3rd. “Dash” recorded 11 million streams in regions outside the U.S. from February 7th to 13th, with PLAVE’s four tracks collectively reaching 40 million streams during the same period—99.4% of which came from outside the U.S. On the Billboard South Korea chart, “Dash” topped the list, with five of their tracks, ranging from “Dash” to “12:32 (A T to T),” occupying the top five positions. These results represent a remarkable achievement by a Korean virtual YouTuber after Japanese artists ADORA (who reached position 8 in 2022 with “New Genesis”) and K/DA (who reached position 93 in 2020 with “More”).