HYBE Rebrands Japanese Division to YX Labels as Part of Global Music Industry Expansion
HYBE, the K-pop entertainment powerhouse, is expanding its global footprint with significant developments in Japan and Latin America.
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The company has rebranded its Japanese subsidiary from HYBE Labels Japan to YX Labels, headquartered in Tokyo under CEO Han Hyun-rock. The new name represents the company's vision to create a new "aXis" in Japan's music industry, incorporating elements of "You," "Youth," "eXtreme," and "eXcellent." YX Labels currently manages Japanese boy band &TEAM, which debuted in 2022.
As part of its expansion strategy, YX Labels plans to launch audition shows to form a new Japanese pop boy band. The show will showcase contestants' journey as they compete and collaborate, highlighting their genuine emotions and growth.
In Latin America, HYBE has established significant presence through two key initiatives:
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HYBE Latin America: Launched in 2023, the division aims to strengthen the company's regional presence and plans to debut a locally produced act through an audition program later this year.
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DOCEMIL Music: This newly established subsidiary has signed its first artist, Emmanuel "Meme" del Real, formerly of the acclaimed Mexican rock band Café Tacuba. Del Real, whose band has won multiple Latin Grammy Awards, chose HYBE after considering various options for his music's global distribution.
Kah Jong-hyun, CEO of HYBE Latin America, emphasizes that these developments reflect HYBE's dedication to nurturing Latin American artists and their creative potential. The expansion is part of the company's broader "HYBE 2.0" global strategy, demonstrating its commitment to diversifying beyond the K-pop market.
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