India natural next step in HYBE's global expansion: India CEO Damien Woochang Lee

New Delhi, As one of the fastest growing and most culturally dynamic music ecosystems in the world, India felt like the natural next step in the global expansion of HYBE, which is home to popular K-pop artist group BTS, says its India CEO Damien.

The company has expanded its presence across Japan, the United States, China and Mexico. Lee, whose favourite independent Indian artists are Hanumankind, Rebel, and Guru Randhawa, Diljit Dosanjh and Karan Aujla, said HYBE's decision to establish a branch in India is rooted in their.

What Happened

India is one of the world's fastest-growing and most culturally dynamic music ecosystems, making it a natural next step in HYBE's global expansion. The country is at a pivotal moment in the evolution of its music industry.

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• Alongside this, we are also planning collaborative projects where artists from Korea and the United States will work with Indian artists and members of the Indian diaspora.

• He added that the company plans to take a measured, step-by-step approach as it deepens its understanding of India's market and its unique cultural landscape.

Key Details

While Bollywood remains an important force, we're witnessing the rapid rise of independent artists, increasingly engaged fan communities, expanding live entertainment infrastructure, and accelerating digital music consumption. Our ambition for India is to build a music ecosystem that is designed for India's.

• The company's goal is to create a group that young women in India can identify with, while producing music and stories that connect with audiences globally.

• Young women in their teens and twenties are among the most culturally engaged, creatively expressive, and influential audiences in India.

• Asked what motivated their decision to begin their India journey with the search for girl group, Lee said that was inspired by their research.

Why It Matters

Asked whether HYBE India will employ similar rigorous idol training that South Korea is known for, Lee said their goal is not to simply transplant the K-pop training model in India. Every market is different, and India's diversity calls for an approach.

• Vocalists moved seamlessly across genres, from Indian classical and Carnatic music to pop, hip-hop, and rap while dancers blended traditional forms such as Kathak and Bharatanatyam with contemporary and street dance styles.

• We met aspiring artists from different regions, languages, and musical backgrounds, each bringing their own unique perspective and artistic identity.

What Reports Say

Coverage of the story so far points to:

• Continued reporting by Hindustan Times as more details emerge