HYBE Latin America Launches Boy Group SANTOS BRAVOS

HYBE Latin America has officially launched its first boy group, SANTOS BRAVOS, with a spectacular debut concert on October 22, 2025. The five-member Latin pop group performed to a sold-out crowd of 10,000 at the prestigious Auditorio Nacional in Mexico City, marking a significant milestone in the company’s global expansion using the famed K-pop system.

A Historic Boy Group Debut in Mexico City

The debut of SANTOS BRAVOS was met with overwhelming enthusiasm from fans both online and offline. The concert, which sold out all 10,000 seats, was also live-streamed on the official HYBE LABELS YouTube channel, attracting approximately 70,000 concurrent viewers from around the globe. By October 23, 2025, cumulative views for the concert video had already surpassed 430,000, signaling a powerful start for the new group.

The group consists of five members from diverse backgrounds: leader Drew (24, from the USA and Mexico), Alejandro (21, from Peru), Kauê (20, from Brazil), Gabi (20, from Puerto Rico), and the youngest member Kenneth (16, from Mexico). Their formation is the culmination of a rigorous development process designed to create a new force in the Latin music market.

The K-pop System Meets Latin Rhythms

The launch of SANTOS BRAVOS is a core component of HYBE Chairman Bang Sihyuk’s “Multi-home, multi-genre” strategy. This vision aims to localize the highly successful K-pop system to create global stars rooted in different musical cultures. The project’s goal is to fuse the precision and disciplined training of K-pop with the vibrant rhythm, emotion, and optimistic energy characteristic of Latin music.

The Path to a Latin Pop Group Debut

The journey for SANTOS BRAVOS began in April 2025, when 17 finalists from a HYBE Latin America audition entered an intensive six-month training program. This followed the conclusion of the band audition program “Walk of Fame” (“Pase a la Fama”) in August 2025, which successfully debuted other acts like Warrior (“Musa”) and Destiny (“Destino”). According to Santiago Duque, VP of Creative & A&R at HYBE Latin America, the objective was to blend two powerful musical worlds to forge a unique group identity.

Introducing the Debut Song: “0%”

SANTOS BRAVOS made their grand entrance with the debut single “0%.” The track was produced by the renowned Jonny Goldstein and co-composed by a talented team including Dani Rondón, Vibarco, and Castle. The song is crafted to showcase the group’s dynamic energy and the unique cultural fusion at the heart of their concept. The successful debut of this boy group highlights HYBE Latin America’s commitment to innovation and its ambition to redefine the global music landscape by exporting the K-pop system itself, not just its content.

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