Lee Jae-sang, CEO of HYBE, "I will create a global virtuous cycle through localization of K-pop know-how"

HYBE CEO Lee Jae-sang emphasized 'a global virtuous cycle structure through localization' as the key to K-pop's global success.

In his encouraging speech at the opening ceremony of the 'International Youth Forum (IFWY) Final Conference' held at Hanyang University in Seoul on the 27th, CEO Lee stated, "The reason K-pop is loved worldwide is that it combines Korea's music production know-how with local cultures." (HYBE disclosed this fact on the 28th.)

He explained, "HYBE is not simply exporting Korean artists overseas, but is implementing a strategy to discover and nurture local artists that reflect the cultural characteristics of each region, namely the 'multi-home, multi-genre' strategy, which is the core of a global cultural and economic virtuous cycle structure."

HYBE has already established bases in major regions around the world, including Big Hit America in the U.S., HYBE Japan in Japan, and Latin America, collaborating with local labels. CEO Lee noted, "Each region's music market has its unique characteristics," and specifically described how local genres (hip-hop, R&B, reggaeton, etc.) are combined with K-pop's systematic production system.

He also emphasized, "The success factors of K-pop include a systematic trainee system, high-quality music production, and content with storytelling," stating, "If this know-how is localized, it can work in any market."

CEO Lee introduced global success stories of artists under the HYBE label, such as BTS, Seventeen, Tomorrow X Together (TXT), and LE SSERAFIM, saying, "Clearly setting target markets and concepts for each group is the key to success."

He expressed his ambition, saying, "In the future, HYBE will further strengthen its localization strategy to expand the influence of K-pop and create a sustainable growth model in the global music market."