"Chairman Bang Si-hyuk." Hive, a HYBE global star in India.

*This content was translated by AI.

HYBE discovers and fosters the next generation of global stars in India. Following Japan, the United States, and Mexico, it plans to create a new Super IP (Intellective Property) by applying and transplanting the "K-pop methodology" to suit the local market.

Hive India announced on its official SNS on the 24th that it will hold a large-scale audition (HYBE India Audition). As well as online, in-person auditions will be held in major Indian cities such as Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Guwahati, Hyderabad, Kolkata, Mumbai, and Pune. Selected applicants will be given the opportunity to debut through world-class training & development (T&D) courses.

"We look forward to the dynamic potential of India and young people of Indian descent," HiveIndia said. "We will generously support outstanding talents to advance to the global stage by utilizing their cultural identity." "The global system of HYBE and the creative energy of local experts in India will combine to create positive synergy," he added.

Attention is focusing on whether HYBE's "multi-home, multi-genre" strategy, led by Chairman Bang Si-hyuk, will shine again in India through this audition. India is the world's largest population and has an overwhelming population of more than 1.4 billion and cultural diversity. The average age of the Indian population is about 28 years old (based on the 2023 World Population Status Report), which is considered ideal for incorporating the K-pop production system. The steep growth of the digital music market is also an attractive factor for the expansion of the enterprise business.

Hive India aims to maximize India's potential and establish itself as a cultural hub in South Asia. It aims to lead the market by applying HYBE's 360-degree music industry capabilities (discovering, producing, marketing, and performing talents) locally. In the long run, the global standardization of the 'K-pop methodology' and the IP diversification of the HYBE are expected to gain more momentum.

Leading global companies and brands have signed partnership agreements with Hive India early on. According to Hive India, Samsung, Nongshim, H&M, Shoppers Stop, Snapchat, and BookMyShow, which participated as media and ticketing partners, will join the first audition project. They will contribute to on-site pop-up programs, retail-linked activities, and digital participation methods to expand their contact with young people and lower the threshold for audition participation. This is an unprecedented way in India. Changes in the local music market ecosystem are detected.

HYBE proved the success of its "K-pop methodology" with Japan's &TEAM, USA's KATSEYE, and Latin's SANTOS BRAVOS. &TEAM achieved million sales in Korea and Japan, and KATSEYE was nominated for the Grammy Award, hitting Billboard's "Hot 100" and "Billboards 200" a year after its debut. SANTOS BRAVOS was also immediately nominated for the Rookie of the Year award for major Latin music awards.

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*This content was translated by AI.