HYBE India goes live on social media, sparking excitement among BTS fans

New Delhi: HYBE, the South Korean entertainment company behind global K-pop group BTS, has expanded its presence in India by launching official social media pages for HYBE India. 

The move follows the establishment of the company’s India office in Mumbai, joining its existing regional hubs in Japan, the United States, Latin America, and China.

The social media launch, marked by the message, “Namaste India”, drew widespread attention from fans, with many expressing excitement online. The company’s first post read: “HYBE INDIA. Where Indian Voices Become Global Stories.” Within hours, the accounts were flooded with comments from the Indian BTS fan community, known as the desi ARMY, speculating about future collaborations, concerts, and artist exchanges.

According to HYBE, “HYBE INDIA will serve as a strategic centre to connect the Indian market with the global music and content industries. The establishment of HYBE INDIA is a key part of HYBE’s ‘multi-home, multi-genre’ strategy, which aims to lead local markets by developing businesses that reflect regional cultures and characteristics. With its mission, ‘Where voices of India become global stories,’ the company aims to discover and nurture talented artists from India and connect them with the global audience.”

The company further added: “HYBE INDIA will implement a locally optimised training and development (T&D) system through auditions and will actively support the regional activities of HYBE Music Group artists. The new subsidiary will leverage HYBE’s 360-degree capabilities across the entire music industry, ranging from artist discovery and development to production, management, and marketing, bridging the local market with the global stage.”

HYBE currently manages several leading K-pop acts, including BTS, TOMORROW X TOGETHER, ENHYPEN, LE SSERAFIM, SEVENTEEN, and NewJeans, among others. The expansion into India reflects the growing global interest in South Korean pop culture and its influence on audiences across diverse markets.