HYBE, the label behind BTS, opens Mumbai office; what it means for K-Pop in India:

HYBE, the South Korean entertainment powerhouse behind BTS, SEVENTEEN, and other leading K-pop groups, has confirmed the launch of its Indian subsidiary. The new office, HYBE India Entertainment Pvt. Ltd., was formally registered in Mumbai earlier this month. This marks the company’s fifth overseas branch, following Japan, the United States, Latin America, and China.

Mumbai, long regarded as the heart of Indian cinema and music, has been chosen as HYBE’s strategic base. By situating itself in India’s entertainment capital, HYBE aims to bridge the gap between Korea’s global pop culture phenomenon and India’s thriving creative ecosystem.

Moreover, India has rapidly emerged as a hub for K-pop fandom, with millions of young fans driving its popularity. HYBE’s entry signals recognition of this growing demand and an intent to tap into the country’s 1.4 billion-strong audience.

HYBE has indicated plans to conduct local auditions and establish a training system adapted for the Indian market. The goal is to discover regional talent and nurture it under HYBE’s globally proven model while ensuring cultural authenticity. This will mark a significant step in developing home-grown artists with international potential in India.