HYBE has established a local subsidiary in India, HYBE INDIA ENTERTAINMENT PRIVATE LIMITED. This marks HYBE’s fifth overseas headquarters, following HYBE Japan, HYBE America, HYBE Latin America, and HYBE China.
According to HYBE (Chairman Bang Si-hyuk) on the 23rd, HYBE India completed its corporate registration earlier this month in Mumbai. As the hub of Bollywood, contemporary art, and diverse performing arts, Mumbai is recognized as a cultural and entertainment center, as well as a strategic base for global music and content companies.
The mission of HYBE India is: “Where voices of India become global stories.” The subsidiary aims to discover and nurture talented artists in India, and connect locally born talent with the global stage.
To achieve this, HYBE India plans to hold local auditions to recruit artists and build a training system optimized for India. It will also actively support the local activities of HYBE’s existing music group artists in the Indian market.
India, with a population of 1.46 billion, is the world’s most populous country and holds vast potential in the music industry. According to the Federation of Indian Chambers of Commerce and Industry (FICCI), India has 185 million streaming users, making it the second-largest streaming market in the world after the United States. K-pop’s popularity is also rapidly growing. A study by the Korea Foundation for International Cultural Exchange (KOFICE) revealed that K-pop streaming in India surged 362% between 2018 and 2023. The rapid increase is attributed to the widespread adoption of the internet and smartphones, as well as improved accessibility to streaming services.
The establishment of HYBE India is part of the company’s “Multi-home, Multi-genre” strategy, designed to lead local markets by tailoring business to the unique culture and characteristics of each region. Led by Chairman Bang Si-hyuk, this strategy focuses on incorporating the K-pop production system into local contexts to discover and nurture world-class artists. HYBE India plans to leverage HYBE’s 360-degree capabilities across artist discovery and training, album production, management, marketing, and concert planning, to introduce artists who can bridge India’s local market with the global stage.
Written by Yoon Sang Geun
Translated by Lee So Yun
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