HYBE Is Bringing the K-Pop Model to India

HYBE has established a subsidiary in India, HYBE INDIA ENTERTAINMENT PRIVATE LIMITED, expanding its global footprint into the world’s second most populous country and a fast-growing recorded music and touring market. The office is located in Mumbai, home to the country’s Bollywood film industry, marking HYBE’s fifth headquarters outside of South Korea — joining Japan, the U.S., Latin America and China. 

“With approximately 185 million users, India’s music streaming market is the second-largest in the world, making it the perfect market to implement our growth strategy,” HYBE said in a statement. “The remarkable rise of K-pop in India highlights the country’s potential as a major market, and we are excited to expand our presence.”

India was the 15th largest recorded music market in 2024 with revenue of $364 million, according to the IFPI, but it could grow much larger in the coming years. With a population of over 1.4 billion, India’s per-capita revenue was $0.22, below other countries the IFPI deems “high-potential growth markets,” such as China ($1.12), Brazil ($2.71), Mexico ($4.12) and Chile ($5.25). 

HYBE INDIA will implement the K-pop method of artist development that involves auditions for groups and long-term training. The Indian division will also support the regional activities of HYBE artists, which could open up new touring possibilities in the country. As Billboard reported in April, India now regularly hosts huge concerts by local artists as well as international acts such as Coldplay, which played to 223,000 fans in two shows at Narendra Modi Stadium in Ahmedabad.

HYBE’s efforts outside of South Korea reveal what the company has in store for India. In the U.S., HYBE partnered with Geffen Records to stream the audition for girl group KATSEYE and develop a show for Netflix, Popstar Academy: KATSEYE, that introduced the group to audiences. Similarly, HYBE Latin America is producing an audition reality series that will culminate this fall in the announcement of a five-member boy band.