HYBE, the K-pop powerhouse, is expanding its global footprint through strategic rebranding and international partnerships. The company has rebranded its Japanese subsidiary from HYBE Labels Japan to YX Labels, signaling a new chapter in its expansion strategy.

Based in Tokyo under CEO Han Hyun-rock, YX Labels manages Japanese boy band &TEAM, which launched in 2022. The new name symbolizes multiple concepts:

• Creating a new "aXis" in Japan's music industry
• Incorporating "You" and "Youth"
• Delivering "eXtreme" and "eXcellent" entertainment

The label plans to launch an audition show to form a new Japanese pop boy band, focusing on showcasing contestants' authentic journey through competition and collaboration.

HYBE's global expansion extends to Latin America through two key initiatives:

1. HYBE Latin America: Established in 2023 to strengthen regional presence
2. DOCEMIL Music: A new subsidiary that recently signed Mexican artist Emmanuel "Meme" del Real

Del Real, known for his work with the Grammy-winning band Café Tacuba, joins HYBE's roster as its first Latin American artist. His signing represents HYBE's commitment to developing Latin American talent and expanding its global influence.

These strategic moves are part of HYBE's broader "HYBE 2.0" expansion strategy, aimed at establishing a stronger presence in key global markets while maintaining its leadership in the K-pop industry.

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