HYBE, the South Korean entertainment giant behind global K-pop sensations like BTS, SEVENTEEN, and TXT, has officially announced plans to open a local subsidiary in India by September or October 2025.
This marks HYBE's fifth international base, following expansions in the United States, Japan, China, and Latin America, and signals a major strategic move to tap into India's vast and rapidly growing music market.
The company is currently conducting local market research and managing the necessary administrative preparations to establish the Indian branch. HYBE's chairman, Bang Si-hyuk, is personally leading this expansion as part of his "Multi-home, Multi-genre" strategy.
This approach aims to transplant the K-pop production methodology—an integrated system of artist discovery, rigorous training, content production, management, and fan engagement—into diverse global markets while adapting to local cultures and preferences.
India, with its population of over 1.4 billion and a digitally savvy youth demographic, represents one of the world's largest and most dynamic music markets. Although still developing, India's music industry is projected to reach $780 million by 2027, offering significant long-term growth potential despite current infrastructure and spending limitations.
HYBE sees this as an opportunity not only to expand K-pop's global footprint but also to nurture local talent through auditions and fan events, potentially enabling Indian artists to join the global K-pop scene.
The company's expansion into India follows a successful pattern of global growth. In the United States, HYBE acquired Scooter Braun's Ithaca Holdings in 2021, and its American girl group Katseye recently entered the Billboard Hot 100 less than a year after its debut.
HYBE Latin America, launched in 2023, is preparing to debut a new boy band following auditions. HYBE Japan and HYBE China also operate local groups, demonstrating the company's commitment to localized artist development and market integration.
A HYBE representative highlighted that establishing footholds in major global music markets and applying their proven methodology is already yielding results. The company predicts that if this trend continues, it could significantly reshape the global music industry, which is currently dominated by a few major players.
For Indian K-pop fans, HYBE's arrival could mean more concerts, fan events, and opportunities to engage with the genre locally. The move is expected to deepen cultural exchange and potentially transform India's music industry by blending K-pop's global success formula with India's rich cultural diversity.
