HYBE is launching efforts to discover and nurture the next generation of global stars in India. Following Japan, the United States, and Mexico, the strategy is to apply the 'K-pop methodology' to the local market to secure new IP. HYBE India announced the upcoming 'HYBE India Audition' through its official SNS on the 24th.

The audition will be held both online and in person in major cities such as Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Guwahati, Hyderabad, Kolkata, Mumbai, and Pune. Selected applicants will undergo a T&D (Training & Development) process and be given debut opportunities. HYBE India stated, "We look forward to the dynamic potential of India and Indian youth," adding, "We will wholeheartedly support outstanding talents to advance to the global stage while preserving their cultural identity."

HYBE added, "The combination of HYBE's global system and the creative energy of local Indian experts will create a positive synergy." Attention is focused on whether HYBE's 'multi-home, multi-genre' strategy, led by Chairman Bang Si-hyuk, will also succeed in India. With an average age of about 28, India is considered an ideal place to integrate the K-pop production system. The digital music market is also growing rapidly.

HYBE India aims to establish a South Asian cultural hub starting with India. The plan is to lead the market by applying HYBE's 360-degree music industry capabilities—talent discovery, production, marketing, and performances—locally. Samsung, Nongshim, H&M, and Shoppers Stop are participating as media and ticketing partners in this audition. Snapchat, BookMyShow, and others will also contribute through on-site pop-up programs, retail-linked activities, and digital engagement methods.

HYBE has pursued localization strategies through &TEAM(&TEAM) in Japan, KATSEYE in the U.S., and SANTOS BRAVOS in Latin America. &TEAM recorded million-sellers in Korea and Japan, KATSEYE entered Billboard's 'Hot 100' and 'Billboard 200' within a year of debut and was nominated for a Grammy Award, and SANTOS BRAVOS was nominated for the newcomer category at Latin music awards.

HYBE's entry into India is expected to further expand K-pop's global influence. India's young population and rapidly growing music market align well with HYBE's strategic goals. Based on success in India, HYBE is likely to explore expansion throughout Asia. The plan is to solidify its position in the Indian market by leveraging K-pop production and marketing expertise.

HYBE's India audition is attracting significant attention among K-pop fans and Indian music industry stakeholders. HYBE plans to accelerate the globalization of K-pop through talent discovery and cultural exchange within India. HYBE's entry into India will not be limited to the music industry but will expand cultural influence through collaborations across various fields.

To successfully establish itself in the Indian market, HYBE plans to strengthen cooperation with local experts and focus on content production tailored to Indian culture. This approach will provide opportunities to connect more closely with Indian consumers. HYBE's India audition is analyzed as an important milestone opening new possibilities for K-pop.

HYBE will continue to explore various strategies to maintain competitiveness in the global market. Successful entry into the Indian market will bring significant changes to HYBE's global business model. Through its activities in India, HYBE plans to elevate K-pop's status and strengthen its position in the global music market.

HYBE's India audition will be an important milestone contributing to the globalization of K-pop. Growth in the Indian market aligns with HYBE's future vision and is expected to contribute to the worldwide spread of K-pop. HYBE will seek expansion throughout Asia based on its successful entry into India.