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On October 27, 2025, a representative for HYBE outlined the company’s ambitious new HYBE global strategy during a speech at the International Youth Forum Final Conference (IFWY). Held at the Paiknam Academic Information Center & Library at Hanyang University in Seoul, the presentation detailed a vision for the future of Korean entertainment that emphasizes global collaboration and local development. The speech introduced the ‘Multi-home, Multi-genre’ concept, a framework designed to export the successful K-pop business model by adapting it to local cultures.
A ‘Multi-home, Multi-genre’ K-pop Business Model
During the conference, which was organized by the UN Research Institute for Social Development (UNRISD), MBC, Hanyang University, and Eunpyeong-gu, HYBE Representative Lee delivered a powerful congratulatory speech. He aligned HYBE’s vision with the forum’s slogan, ‘Connect for Change,’ explaining that the company aims to do more than just export music. The core of the strategy is to localize the entire K-pop production system, from discovering talent to producing music and promoting artists within their own countries. This approach marks a significant shift in the global music industry.
Connecting for Cultural and Economic Growth
Representative Lee described the goal as creating a “cultural and economic virtuous cycle.” By fostering local artists and building up the music industry infrastructure in new markets, this K-pop business model aims for sustainable, mutual growth. The ‘Multi-home, Multi-genre’ strategy is designed to create a global network of creative hubs that share a common system but produce unique, culturally relevant content. This initiative represents a forward-thinking evolution of the HYBE global strategy, moving from a content exporter to a global culture incubator.
Major Expansion: The HYBE Global Strategy in Action
HYBE is already putting this plan into motion with established corporate bases in Japan, the USA, and Latin America. These existing operations have provided a blueprint for localizing the K-pop methodology successfully. Building on this foundation, the company announced its next major move, signaling a deep commitment to its new global framework. The expansion focuses on two of the world’s largest and most dynamic markets, promising a new era for the Korean entertainment giant.
New Corporations in China and India
In a key announcement, Representative Lee confirmed that HYBE plans to establish new corporations in China and India during 2025. This strategic expansion is a cornerstone of the HYBE global strategy, aiming to tap into vast new audiences by creating content that resonates locally. By planting deep roots in these regions, HYBE intends to cultivate new talent and develop music ecosystems that can thrive independently while being connected to the company’s global network. Lee concluded his speech with a call to action for the youth generation, urging them to collaborate in building successful cultural models for shared prosperity across the globe.
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