HYBE, the entertainment powerhouse behind global sensation BTS, is officially expanding into India, with plans to launch local K-pop bands featuring Indian talent.
HYBE’s Global Expansion Strategy
HYBE is known for its “multi-home, multi-genre” approach, which involves establishing subsidiaries in key markets and developing local artists. This strategy has already seen success in other regions.
For instance, in the US, HYBE America launched the girl group Katseye in partnership with Geffen Records. This diverse group was formed through a survival series, mirroring the intensive K-pop idol selection process. HYBE is also developing a new US boy group with Grammy-winning producer Ryan Tedder, and a Latin American boy group, Santos Bravos, is in the pipeline.
Similarly, HYBE Japan has successfully debuted popular boy groups like &TEAM and aoene. These acts quickly gained fame and topped charts, demonstrating the effectiveness of localizing the K-pop model.
India’s Booming Music Market
India’s live music scene has witnessed remarkable growth in recent years, with a surge in concert attendance and international artists performing across the country. The live events segment exceeded Rs 12,000 crore in 2024 and is projected to grow significantly in the coming years.
As the world’s largest youth population, India is seen as fertile ground for K-pop’s global expansion. The country ranked as the 15th largest recorded music market in 2025, highlighting its immense potential for growth.
The Dawn of “I-pop”
With a new HYBE subsidiary coming to India, the focus will be on creating local K-pop groups, a unique blend of Indian talent and Korean expertise. This initiative aims to produce “I-pop” acts that resonate with the local audience while adhering to the highly successful K-pop methodology.
A HYBE spokesperson confirmed that the India venture will likely follow the same localization playbook applied in other markets. The company believes that “to win globally, you have to go local,” emphasizing the importance of understanding the local audience.
Challenging Bollywood’s Reign?
For decades, Bollywood music has dominated India’s entertainment landscape, with homegrown sounds reigning supreme. However, HYBE’s entry signifies a potential shift in the music industry.
Beyond launching local groups, HYBE plans to bring its top-tier acts, including BTS, SEVENTEEN, NewJeans, and others, for large-scale concerts in India. This two-pronged approach—introducing global K-pop stars and nurturing local talent—could intensify competition for market dominance.
Chairman Bang Si Hyuk’s vision is clear: to export K-pop methodologies globally. India, with its vibrant culture and massive youth demographic, is poised to be a significant part of this global strategy.
- HYBE is setting up a subsidiary in India, following its successful expansions in the US and Japan.
- The company plans to debut K-pop groups featuring Indian talent, a new “I-pop” wave.
- India’s booming music market and large youth population make it an ideal target for HYBE.
- This move could introduce a new competitive dynamic to India’s traditionally Bollywood-dominated music scene.
The stage is set for an exciting new chapter in Indian music, as K-pop’s global influence meets local talent and a burgeoning fan base.
