HYBE’s Mumbai HQ
South Korean company HYBE established its fifth global headquarters this week in India, marking the film and music company’s expansion into Indian arts and a growing global network distributing international media.
Bringing K-pop and Showcasing Regional Genres
The Mumbai headquarters sits alongside the giant’s other offices in South Korea, Japan, America, and China, with HYBE hoping to capitalize on the popularity of Indian cultural exports like Bollywood films and music. HYBE intends on using its headquarters to make Indian-targeted media and tap into the country’s growing music streaming market, which is the second largest in the world. In a statement, HYBE also added, “The remarkable rise of K-pop in India highlights the country’s potential as a major market, and we are excited to expand our presence.”
Multi-Home, Multi-Genre
The company also plans to use the headquarters to audition and train new talent, connect Indian artists with international audiences, and launch the company’s new “multi-home, multi-genre” strategy, which involves applying K-pop business philosophies to other genres and creating media tailored to regional customs and cultures.
Recent International Successes
The new “multi-home, multi-genre” approach, developed and represented mainly by chairman Bang Si-hyuk, has earned a prominent success story in recent years with the company’s K-pop girl group KATSEYE. The band, which has members representing various cultures, including Indian American Lara Raj, has earned multiple awards and exploded in popularity in international markets, especially in the US. The company has been auditioning members for multiple girl groups, most recently holding auditions in Colombia.
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