HYBE, the South Korean entertainment giant behind the global sensation BTS, has officially launched its Indian subsidiary, HYBE India Entertainment Private Limited, in Mumbai. This marks HYBE's fifth international headquarters, joining existing branches in Japan, the United States, Latin America, and China. The move signifies HYBE's strategic interest in tapping into India's massive entertainment market and its growing K-pop fanbase.

Mumbai, often regarded as India's entertainment capital and the home of Bollywood, serves as a strategic base for HYBE India. The city's well-established infrastructure for music and content production, coupled with its diverse cultural landscape, makes it an ideal location for HYBE's expansion plans.

HYBE India aims to bridge the gap between India's vibrant regional music scene and the global entertainment ecosystem. With the mission "Where voices of India become global stories," the subsidiary plans to discover and develop local talent through auditions and tailored training programs. These programs will be adapted to reflect Indian culture. The company will leverage its expertise in artist management, production, and marketing to establish a strong presence for Indian artists on the international stage.

India presents a significant growth opportunity for HYBE, boasting approximately 185 million music streaming users, making it one of the world's largest streaming markets. The increasing popularity of K-pop in India highlights the country's potential and growing cross-cultural receptivity.

HYBE's expansion into India aligns with its "multi-home, multi-genre" strategy, which focuses on developing businesses that reflect regional cultures and characteristics. This approach involves adapting the company's production system to local sensibilities and nurturing artists who can thrive both regionally and globally.

The launch of HYBE India has sparked excitement among K-pop fans in India, raising hopes for potential concerts by HYBE's major artists, including BTS, TXT, Seventeen, Enhypen and KATSEYE. Moreover, the initiative could open doors for Indian talent to enter the global K-pop ecosystem, benefiting from HYBE's established system for developing international stars.

In the coming months, HYBE India is expected to roll out auditions and artist training programs focused on identifying and nurturing local and regional talent. The subsidiary will also play a crucial role in facilitating and coordinating activities for HYBE's global artists within India, promoting cross-regional collaboration. The company aims to seamlessly connect India's music scene with the global stage.