HYBE has established a local subsidiary in India, “Hybe India.”
This marks HYBE’s fifth overseas branch after Hybe Japan, Hybe America, Hybe Latin America, and Hybe China.
According to HYBE, the registration of Hybe India’s establishment was finalized this month in Mumbai. The city of Mumbai, regarded as a cultural and entertainment hub encompassing the Bollywood film industry, contemporary art, and various performing arts, is increasingly attracting attention as a strategic hub for global music and content companies.
Hybe India’s mission is: “Until India’s voice becomes the world’s narrative.” This reflects its ambition to discover and train talented artists in India, with the aim of connecting to the world artists who are born with a uniquely local sensibility.
To that end, Hybe India plans to hold local auditions to select artists, establish a training system tailored specifically for India, and actively support the local activities of artists already under the Hybe Music Group.
With a population of 1.46 billion, India is the most populous country in the world and also has a significant music market. According to the Federation of Indian Chambers of Commerce and Industry (FICCI), the country has 185 million streaming users, making it the second-largest market after the United States.
Kpop’s popularity is also experiencing strong growth. According to a study by the Korea Foundation for International Cultural Exchange, Kpop song streaming in India surged by 362% between 2018 and 2023. This increase is attributed to expanded internet and smartphone access as well as improved availability of streaming services, which have rapidly driven up demand for Kpop.
The creation of Hybe India is part of the so-called “multi-home, multi-genre” strategy, which aims to develop activities tailored to local cultures and characteristics in order to lead regional markets. Driven by Chairman Bang Si Hyuk, this strategy seeks to integrate the Kpop production system into local contexts and focus on discovering and developing top-tier local artists.
Hybe India therefore plans to introduce artists capable of bridging the Indian and global markets, leveraging HYBE’s global expertise across the music industry: artist discovery and training, music production, management, marketing, and concert organization.
Journalist: Shawn
Translator: Shawn
Source: SNS HYBE/Hybe India
