HYBE India to Develop Local Talent Without Copying K-Pop Training Model

HYBE India is positioning the country as a key market in its global expansion, with CEO Damien Woochang Lee saying India’s rapidly evolving and culturally diverse music ecosystem makes it a natural destination for the South Korean entertainment giant.

HYBE, home to global K-pop acts including BTS, Seventeen, Tomorrow X Together, Enhypen and Le Sserafim, has already expanded into markets such as Japan, the US, China and Mexico. The company is now seeking to discover and develop musical talent beyond South Korea.

“India is one of the world's fastest-growing and most culturally dynamic music ecosystems,” Lee told PTI, highlighting the rise of independent artists, engaged fan communities, expanding live entertainment infrastructure and growing digital music consumption.

Lee said HYBE India aims to develop local talent while preserving India's cultural identities, rather than imposing a uniform model. He stressed that the company would not simply replicate South Korea’s rigorous idol-training system, instead combining HYBE’s expertise in artist development, music and content production, performance training and fan engagement with India’s diverse creative traditions.

The company’s ongoing nationwide search for an Indian girl group has already exposed HYBE to a wide range of talent. Lee said artists showcased abilities spanning Indian classical, Carnatic music, pop, hip-hop and rap, while dancers combined forms such as Kathak and Bharatanatyam with contemporary styles.

According to Lee, the decision to begin in India with a girl group was influenced by research showing that young women are among the country’s most culturally engaged and influential audiences. HYBE also identified a gap between the depth of female talent and opportunities available to develop and showcase it at scale.

Lee said the company’s immediate priority remains the girl group project, while future collaborations between Indian, Korean and US artists are also planned. HYBE India also intends to work with local artists to train and develop the new group.

The company is expected to take a measured approach as it deepens its understanding of India’s diverse music market.