HYBE, the powerhouse behind K-pop sensations like BTS and NewJeans, has unveiled its latest venture: TUIDE, a new girl group set to debut under the label ABD in the second half of 2026. This announcement marks a strategic move for HYBE, as it continues to expand its global footprint and diversify its portfolio of girl groups. TUIDE's name, unveiled on July 20, hints at a unique and bold approach, with the group's production led by Han Sung Soo, the mastermind behind the success of SEVENTEEN, After School, IZ*ONE, and TWS. This is a significant departure from HYBE's recent girl-group projects, which have been assembled through public competitions and survival shows. Instead, TUIDE's members will be introduced through a series of brand films, a more intimate and controlled unveiling process. This approach suggests a focus on artistic vision and a desire to build a strong connection with fans from the outset.
One of the most intriguing aspects of TUIDE's formation is the involvement of ABD, a label that embodies a philosophy of "unconventional, flexible, and playful ideas that push beyond the norm." This philosophy stands in contrast to HYBE's other labels, which have a more structured and traditional approach to artist development. The label's remit, as stated by HYBE, is to "pursue the intrinsic joy of music while exploring new possibilities and expanding the horizons of K-pop." This mission aligns with HYBE's broader strategy of pushing the boundaries of K-pop and exploring new avenues for artistic expression.
The launch of ABD and TUIDE comes at a time when HYBE is actively seeking talent beyond South Korea. The company has recently held nationwide auditions in India, targeting aspiring performers across 10 cities. This move is part of HYBE's "multi-home, multi-genre" strategy, as described by Chairman Bang Si-hyuk, indicating a broader push into international markets. The company's joint venture with Universal Music Group's Geffen Records, which produced KATSEYE, further underscores this global expansion. KATSEYE, in particular, has achieved remarkable success, surpassing 32 million monthly listeners on Spotify in the first quarter of 2026, a testament to the group's appeal and HYBE's ability to connect with international audiences.
HYBE's recent commercial results from its female acts have been impressive. LE SSERAFIM, debuted in 2022 under SOURCE Music, achieved a number-one debut on Billboard's Top Album Sales chart with their 2025 EP HOT. ILLIT, launched under BELIFT LAB in 2024, made a splash on the Billboard Hot 100 with its debut single Magnetic. NewJeans, formed in 2022 under ADOR, has topped the Billboard 200 with its EP Get Up and placed five songs on the Hot 100. The success of these groups has contributed to HYBE's record annual revenue of $1.86 billion for 2025. The company's strong financial performance and its ability to consistently produce chart-topping acts position it as a dominant force in the K-pop industry.
However, the future of TUIDE remains somewhat uncertain. HYBE has not confirmed the group's full lineup, and the debut date is set for the second half of 2026, leaving fans with a sense of anticipation and speculation. Despite these uncertainties, the announcement of TUIDE and ABD's unique approach to girl-group production signals a continued evolution in the K-pop landscape. As HYBE continues to innovate and expand its global reach, the industry can expect to see more diverse and exciting projects, further solidifying the company's position as a leader in the ever-evolving world of K-pop.
