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HYBE expands global reach with Japan rebrand, first Latin American signing
K-pop act &TEAM, a boy band managed by YX Labels, formerly HYBE Labels Japan / Courtesy of YX Labels
By Pyo Kyung-min
K-pop powerhouse HYBE is ramping up its global expansion with a major rebranding in Japan and a push into Latin America.
By renaming its Japanese subsidiary and signing its first Latin American artist, the company is furthering its efforts to establish a stronger presence beyond Korea.
HYBE's Japanese subsidiary, formerly HYBE Labels Japan, announced Friday that it is rebranding as YX Labels as part of its broader global expansion strategy.
The new name reflects HYBE's ambition to establish a new "aXis" in Japan's music market. It also incorporates "You," referring to fans, and "Youth," underscoring the label's mission to deliver entertainment experiences that are "eXtreme" and carry "eXcellence."
YX Labels is home to the nine-piece boy band &TEAM, which debuted in 2022.
HYBE said the name change aligns with its "HYBE 2.0" strategy, introduced last year, which emphasizes a "multi-home, multi-genre" approach. The initiative aims to develop entertainment businesses tailored to target culture and industry trends.
Mexican singer Meme del Real, left, the first artist signed under DOCEMIL Music, and Fernando Grediaga, general manager of HYBE Latin America / Courtesy of HYBE Labels
The company's expansion efforts are also reaching Latin America.
In 2023, HYBE launched HYBE Latin America, its first Latin American unit, to strengthen its foothold in the region's music industry. On Feb. 5, it established a new subsidiary label, DOCEMIL Music, and announced its first signing with Meme del Real, a member and producer of the renowned Mexican rock band Cafe Tacuba.
Cafe Tacuba is widely regarded as one of Latin America's most influential bands, winning multiple Latin Grammy Awards, including Best Alternative Album and Best Rock Song.
"I considered various ways to bring my music to the world, from independent releases to joining a major label," the singer said in a statement through HYBE. "Throughout this process, I prioritized mutual interest and collaboration, and I found that with HYBE Latin America and DOCEMIL Music."
Kah Jong-hyun, CEO of HYBE Latin America, noted that Meme Del Real's signing "demonstrates HYBE's commitment to supporting Latin American artists and fostering their creative potential."
In addition to expanding its artist roster, HYBE Latin America plans to debut a locally produced act through an audition program in the latter half of this year.