Yang Hyun-suk Returns After 5 Years, Pushing to Redefine Global Market Through Aggressive Creation

As K-pop solidifies its position as a mainstream force in the global music industry, YG Entertainment’s chief producer, Yang Hyun-suk, has broken his silence after over five years and stepped forward actively. In a recent conversation with OSEN, Yang emphasized the necessity of reshaping the global market through “aggressive creation” rather than “waiting.” He expressed his eagerness to bring forth new talents comparable to GD and Jennie by saying, “I only attend external engagements once or twice a month. I feel at peace when I’m immersed in the studio working day and night. My only ambition is to quickly introduce new stars to the world.” It is reported that he is currently minimizing outside commitments to personally oversee the next generation of artists who will shape YG’s future. On the 5th, YG announced via its official blog the holding of “2026 YG SPECIAL AUDITION : GO! DEBUT.” The biggest difference in this audition is that Yang Hyun-suk will personally handle the initial stage, which is the document review process. He explained, “Since parents send their children to YG trusting us, I need to evaluate them myself,” adding that he wants to give aspiring idol candidates, who must go through an extremely difficult and competitive process, the belief and confidence that they can succeed. K-pop has now moved beyond its past focus on Asian markets to an era where aspiring artists from around the world seek opportunities with Korean agencies. Regarding the attitude a leader of a major agency should adopt in such changes, Yang said, “Even a fisherman with 30 years of experience doesn’t go out to sea without any preparation. He uses his accumulated experience and knowledge to predict and analyze fish movements before setting sail.” YG is currently operating 10 studios simultaneously and conducting a company-wide “Song Camp.” This project, involving over 70 artists and dozens of foreign composers, is a massive effort aimed at opening a new chapter for YG. Yang provided a specific timeline, stating, “Our goal is to create two or three new IPs for YG within one year.” As for why communication with fans has been limited recently, he explained, “We have 10 studios open, and dozens of foreign artists are constantly traveling in and out of the country to participate in projects.” Meanwhile, the group TREASURE will hold “2025-26 TREASURE TOUR [PULSE ON] SPECIAL in KYOCERA DOME OSAKA” at the Kyocera Dome Osaka in Japan on February 10th and 11th. YG Entertainment will broadcast the performance on the second day, the 11th, live via Coupang Play in South Korea. TREASURE is set to strengthen its presence on the global stage through a tour spanning 14 cities and 27 performances, including stops at the Bangkok National Stadium. Building on the successful establishment of BABYMONSTER, Yang Hyun-suk has once again lit up the studios. The global music industry is closely watching to see how his bold strategies will transform the landscape of K-pop.