HYBE is doubling down on girl groups with the launch of ABD (A Bold Dream), a brand-new dedicated label focused exclusively on girl group production. Announced in early May 2026, ABD aims to pursue “unconventional, flexible, and playful ideas” that push beyond traditional K-pop norms while emphasizing the pure joy of music.
The label’s first project — a new girl group — is slated to debut in the second half of 2026. Production is being led by veteran producer Sung Soo Han (known for work with SEVENTEEN, IZ*ONE, After School, and TWS), with former PLEDIS executive Jiwon No heading the label. While full member details and concepts remain under wraps, early teasers suggest a fresh, differentiated identity that prioritizes artistic experimentation.
Why Create a Whole New Label?
HYBE already runs a stacked multi-label system (BIGHIT MUSIC, PLEDIS, SOURCE MUSIC, ADOR, BELIFT LAB, etc.). So why build another one specifically for girl groups?
1. Mastering IP Creation & Monetization
HYBE has become unmatched at building, growing, and monetizing intellectual properties that extend far beyond music — think BTS Universe, webtoons, games, merch empires, and global branding. A dedicated girl group label like ABD allows focused, long-term IP development from day one. This isn’t just about debut songs — it’s about crafting rich, expandable worlds that can live in fashion, storytelling, gaming, and global entertainment for years.
2. Wider Audience Reach vs. Deep Fandoms
Boy groups typically excel at building extremely dedicated, high-engagement fandoms that drive massive album sales in Asia. Girl groups, however, tend to attract broader, more mainstream appeal across demographics — especially in Western markets. HYBE wants to capitalize on this “breadth” strategy to expand its overall reach.
3. Proven Success with Global Girl Group Model
The move builds directly on lessons learned from KATSEYE, HYBE’s successful collaboration with Geffen Records. KATSEYE demonstrated that a well-executed global girl group can achieve strong international traction, critical attention, and Western market penetration. With ABD, HYBE now applies those insights internally — giving the new group dedicated resources, creative freedom, and a sharper focus on international ambitions.
4. Easier Western Penetration & Critical Recognition
Girl groups have historically found smoother paths to global crossover and awards recognition. While no K-pop boy group has won a Grammy, Western girl groups like TLC and Destiny’s Child achieved major critical and commercial success. BLACKPINK has already paved the way in the K-pop sphere. HYBE clearly sees girl groups as the more effective vehicle for breaking into Western critical circles and mainstream pop culture.
By giving this new girl group its own label, HYBE is betting big on creative autonomy, IP longevity, and wider global appeal. The industry will be watching closely — ABD could produce the next major Hallyu breakthrough. Expect something fresh, artistically bold, and built for both deep fandom and mainstream success when they finally debut.
