HYBE to introduce its “K-pop system” to the Indian subcontinent…Opening an audition to discover the next-gen global stars

After applying its “K-pop methodology” to local markets in Japan, the United States, and Latin America, HYBE (HYBE) is now rolling out its efforts in India as it moves full steam ahead to discover and nurture the next generation of global stars.

On the 24th, HYBE India officially announced via its social media accounts that it will hold a large-scale audition (HYBE India Audition). The auditions will be held not only through online applications, but also in person in major hub cities across India, including Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Guwahati, Hyderabad, Kolkata, Mumbai, and Pune. For applicants selected after a fierce competition, an unprecedented opportunity awaits: they will go through HYBE’s world-class T&D (Training & Development) program and then debut on the global stage. HYBE India said, “We look forward to the dynamic potential of India and young people of Indian heritage, and we will provide unwavering support so they can bring their cultural identity to life and move forward onto the global stage.” It also hinted at the positive synergy that will emerge from HYBE’s global system and the creative energy of local experts.

This project is a key part of HYBE’s “multi-home, multi-genre” strategy led by Chairman Bang Si-hyuk. India is the world’s largest country by population—over 1.4 billion people—and is known for its overwhelming cultural diversity. In particular, the average age of India’s population is about 28 years old (based on the “World Population Prospects 2023”), making it a very young market and one widely regarded as ideal for integrating K-pop production systems. Aiming at the rapidly growing local digital music market, HYBE India set out a goal to firmly establish itself as a cultural hub in South Asia by applying HYBE’s 360-degree music industry capabilities across everything from talent scouting to production, marketing, and performances.

To ensure the audition’s successful launch, major global companies and brands formed partnerships early on. Partners including Samsung, Nongshim, H&M, and Shoppers Stop, as well as media and ticketing partners such as Snapchat and BookMyShow, have joined. They plan to broaden touchpoints with younger audiences through on-site pop-up programs and retail-linked activities, lowering the barrier for participation in the audition significantly. Previously, HYBE proved the global competitiveness of its K-pop methodologies by successfully launching Japan’s &TEAM, the U.S.’s KATSEYE, and Latin America’s SANTOS BRAVOS. Now, the industry worldwide is watching closely to see what other super IP HYBE will create in the Indian market in an unprecedented way.