HYBE's India Expansion: A Strategic Move in the Global Entertainment Landscape

HYBE, the South Korean entertainment giant, is set to establish a subsidiary in India by September or October 2025. This strategic move marks the company's fifth global market presence outside of South Korea, following expansions into China, Japan, the United States, and Latin America. The company aims to adapt K-pop methodologies to the Indian market, a strategy that involves integrating local culture and characteristics. HYBE's Chairman Bang Si-hyuk's vision emphasizes the need to export the K-pop business model, not just the music, to ensure sustained growth. This expansion is part of HYBE's 'multi-home, multi-genre' strategy, which seeks to establish a dominant market position. India, with its 1.4 billion people and a rapidly growing entertainment market, presents a significant opportunity for HYBE. The company plans to replicate the K-pop model, including training, storytelling, and fan engagement, within the local context. HYBE's success in the United States, with the girl group KATSEYE entering the Billboard Hot 100, demonstrates the effectiveness of its strategies in international markets. The company is also focusing on localized music production, talent discovery, and live events to connect with Indian audiences.