HYBE has launched a new label called ABD, dedicated exclusively to girl group development, with plans to debut its first act in the second half of 2026.
The label’s name stands for “A Bold Dream,” the K-pop giant behind acts like BTS, LE SSERAFIM, NewJeans, ILLIT and KATSEYE, said in an announcement on Friday (May 8).
HYBE said ABD’s creative philosophy centers on “unconventional, flexible, and playful ideas that push beyond norm.”
“Guided by a deep understanding of both artists and fans, the new label aims to pursue the intrinsic joy of music while exploring new possibilities and expanding the horizons of K-pop,” said HYBE.
ABD will be led by Jiwon No, who previously served as Head of Artist Planning at PLEDIS, another HYBE subsidiary. No was named President of ABD, responsible for the label’s overall management and strategic direction. Her background spans both PLEDIS and MORE VISION, another South Korean label established by American rapper Jay Park in 2022.
Sung Soo Han, a master professional known as the producer behind artists like SEVENTEEN, After School, IZ*ONE, and TWS, will lead ABD’s overall production spanning music, concept and performance. The South Korea-based music executive and producer founded PLEDIS Entertainment, in which HYBE owns a majority stake.
“Guided by a deep understanding of both artists and fans, the new label aims to pursue the intrinsic joy of music while exploring new possibilities and expanding the horizons of K-pop.”
HYBE
Speaking with MBW in 2024, Sung Soo Han said HYBE’s purchase of a majority stake in PLEDIS in 2020 “was a great opportunity for mutual growth, a chance for HYBE (formerly BIGHIT Entertainment) and PLEDIS Entertainment to come together, share our talent and know-how, and synergize.”
The exec and producer also explained at the time that PLEDIS Entertainment continues to operate as an “independent label with creative freedom” and that it “continue[s] its traditions, while also benefiting from the support of HYBE’s resources to deliver even better music and content to the fans globally.”
HYBE said the launch of ABD is in line with its multi-label strategy. Taeho Park, who leads HYBE NEXT ENTERTAINMENT BUSINESS (NEB) and Data Strategy Center at HYBE, told MBW in April that HYBE’s multi-label system “places the highest value on respecting each artist’s unique identity and independent decision-making, so the final decision rests with the label.”
“Our conversations are shaped by a holistic consideration of each artist’s musical direction, brand identity, and growth plans.”
On ABD’s launch, HYBE said: “With a distinct focus on girl group development and the introduction of differentiated IP and artistic identity, the launch of ABD marks a strategic step in strengthening HYBE’s multi-label ecosystem as K-pop continues to evolve globally.
The announcement comes as HYBE doubles down on auditions globally as it seeks to export the K-pop methodology beyond its home market. Last month, HYBE launched nationwide auditions in India in search of a new girl group. Applications will come on July 31.
After the success of KATSEYE, HYBE’s first Western girl group formed through a partnership with Universal Music Group‘s Geffen Records, the HYBE-Geffen alliance launched another talent search for a second girl group, which kicked off in Japan last year. Three contestants from the 2023 Dream Academy, which produced KATSEYE, were confirmed as members of the unnamed group.
That search, aired through the survival program World Scout: The Final Piece, narrowed its contestants down to two finalists last week ahead of its finale, according to The Korea Herald.
HYBE posted its highest-ever first-quarter revenue in Q1 2026 at 698.3 billion South Korean won (approximately USD $475 million). That figure was up 39.5% YoY from 500.6 billion won in Q1 2025.
In the US, KATSEYE surpassed 32 million monthly listeners on Spotify, which HYBE says is the highest figure among girl groups worldwide. Combined sales of the group’s first two EPs, SIS (Soft Is Strong) and BEAUTIFUL CHAOS, reached 1 million copies.
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