Photo Credit: &TEAM by nacco / CC by 3.0
HYBE ramps up its global expansion, rebranding its Japanese subsidiary and signing its first Latin American artist.
K-pop giant HYBE is making moves to strengthen its presence beyond Korea, rebranding its Japanese subsidiary — HYBE Labels Japan — to YX Labels. YX Labels is headquartered in Tokyo and led by CEO Han Hyun-rock. The label is home to Japanese boy band &TEAM, which debuted in 2022.
The name reflects HYBE’s ambition to establish a new “aXis” in Japan’s music industry, incorporating “You” and “Youth,” as well as delivering entertainment that is “eXtreme” and “eXcellent.” The rebranding is part of its broader global “HYBE 2.0” expansion strategy.
HYBE has also shown interest in launching audition shows via its subsidiaries to discover new members for future acts. XY Labels will use its show as a starting point to create a new Japanese pop boy band. “The show will portray the contestants’ raw emotions as they push their limits, compete, and support one another,” describes XY Labels.
HYBE’s expansion efforts have also reached Latin America. The company first launched HYBE Latin America in 2023 to strengthen its foothold in the region. The imprint also plans to debut a locally produced act through an audition program in the second half of the year, in addition to expanding its artist roster.
Earlier this month, it also established a new subsidiary label, DOCEMIL Music, and announced its first signing, Mexican singer Emmanuel “Meme” del Real. Del Real is best known as a member and producer of Mexican rock band, Café Tacuba, one of Latin America’s most influential acts. Founded in 1989, the band saw broad success in the 1990s, and has won multiple Latin Grammy Awards. These include Best Rock Song and Best Alternative Album.
“I considered various ways to bring my music to the world, from independent releases to joining a major label,” said del Real in a statement via HYBE. “Throughout this process, I prioritized mutual interest and collaboration, and I found that with HYBE Latin America and DOCEMIL Music.”
CEO of HYBE Latin America, Kah Jong-hyun, said Meme del Real’s signing “demonstrates HYBE’s commitment to supporting Latin American artists and fostering their creative potential.”