[OSENWORLD] With 1.46 billion people and 185 million music streamers, India has become HYBE’s biggest new bet.
The K-pop powerhouse announced this month the establishment of HYBE India Entertainment Private Limited, completing registration in Mumbai. It marks HYBE’s fifth overseas headquarters after Japan, the U.S., Latin America and China.
Mumbai, the heart of Bollywood cinema, contemporary art and performing arts, has emerged as a strategic hub for global content companies. HYBE India will position itself within this cultural epicenter, with a mission statement that reads: “Where the voices of India become global stories.”
The subsidiary aims to discover and nurture Indian talent, build a locally optimized training system, and connect artists shaped by India’s culture with worldwide audiences. It will also expand support for HYBE Music Group artists already active in the region.
India is not only the world’s most populous nation but also one of the largest music markets. According to the Federation of Indian Chambers of Commerce & Industry (FICCI), the country has 185 million streaming users, second only to the United States.
K-pop demand has grown sharply as well. According to the Korea Foundation for International Cultural Exchange, streaming of K-pop in India surged 362% between 2018 and 2023, fueled by smartphone penetration, greater internet access and improved availability of streaming services.
The launch of HYBE India reflects Chairman Bang Si-hyuk’s multi-home, multi-genre strategy, which adapts the K-pop production system to local markets. HYBE India will oversee artist discovery, training, album production, management, marketing and concerts — leveraging HYBE’s comprehensive capabilities to connect Indian artists to the global stage.
/k_inside@osen.co.kr
Courtesy of HYBE
