HYBE’s newest girl group isn’t interested in following KPOP trends or tradition. Instead of teasers, concept photos, and intro videos, they are going straight to a live performance… of all their songs… before debut.
Fans won’t be allowed to record a single second of it. There won’t be a livestream. There won’t even be official performance videos. This is one done. History in the making. You miss it now, you miss it forever.
For a company that has built some of K-pop’s biggest acts, it’s a remarkably confident—and risky—way to introduce a new group.
Here’s everything you need to know about TUIDE before they officially make their debut.
TUIDE Is the First Group Under HYBE’s New Label, ABD
TUIDE is the inaugural artist under ABD (A Bold Dream), HYBE’s newest specialized label dedicated exclusively to developing girl groups.
Founded around March 2026 and officially unveiled on May 8, ABD represents another step in HYBE’s multi-label strategy. While HYBE already houses successful girl groups under labels like Source Music and BELIFT LAB, ABD was created with a more focused mission: build specialized expertise around girl groups while giving the label its own creative identity.
Even the label’s name reflects that philosophy.
Rather than following expected formulas, “A Bold Dream” encourages unconventional thinking. The company describes its approach as imagining “D instead of the expected C after A and B”—a playful metaphor for rejecting predictable paths in favor of new possibilities.
That philosophy extends beyond branding. ABD says it wants to prioritize the intrinsic joy of music, creative experimentation, and artist-driven identity while benefiting from HYBE’s infrastructure.
It’s an ambitious promise.
Now comes the difficult part: proving it.
Member Info
| Stage Name | Real Name / Notes | Birth Year | Nationality | Key Background |
| Seohee (서희) | Park Seo-hee | 2006 | Korean | Hanlim Arts School (Music dept.); joined Pledis ~2022 via Instagram DM; often noted as eldest/strong dancer |
| Seoyeon (서연) | Park Seo-yeo | 2008 | Korean | Hanlim Arts School (Music dept.); joined Pledis ~2022 via Instagram DM; often noted as eldest/strong dancer |
| Elena (엘레나) | Kwon Ye-na / Elena Kwon | 2008 | Korean-American | Hanlim Arts School (Music dept.); joined Pledis ~2022 via Instagram DM; often noted as eldest/strong dancer |
| Jia (지아) | 2009 | Korean | Former Flowing Academy trainee; reportedly added later; strong vocals noted by trackers | |
| Saki (사키) | Misaki | 2010 | Japanese | Joined Pledis ~2022–2023 |
| Seah (세아) | Park Se-ah | 2011 | Korean | Joined Pledis ~2024 |
| Yi Hani (이하늬) | Lee Ha-ni | 2011 | Korean-British | Maknae; attended Shanghai United International School; trained at Choomseory Academy; accepted as Pledis trainee Dec 2024 |
The Team Behind TUIDE Brings Serious K-Pop Experience
Although ABD is a new label, the people leading it are anything but newcomers.
The company is headed by Noh Ji-won, formerly Pledis Entertainment’s Head of Artist Planning.
Even more notable is the group’s executive producer, Han Sung-soo, one of the industry’s most recognizable creative figures.
Often referred to as “Master Professional,” Han has played a major role in shaping acts including:
- SEVENTEEN
- After School
- IZ*ONE
- TWS
For TUIDE, he oversees the group’s music, performances, and overall creative direction.
That pedigree has naturally raised expectations. Whenever a producer with multiple successful groups launches a new project, fans begin looking for familiar strengths while wondering what fresh ideas they’ll introduce this time.
What Does “TUIDE” Mean?
The group’s name comes from the phrase “Tune the Tide.”
Rather than simply going with the flow, the concept suggests adjusting and transforming life’s ever-changing tides into something joyful through music.
Ocean imagery appears throughout the group’s branding, with waves representing movement, connection, and change.
Official materials describe TUIDE as blending each member’s unique color into harmonious music capable of creating ripples—and eventually a new wave—in global K-pop.
Their official greeting reflects that idea perfectly:
“We Tune the Tide, TUIDE! Hello, we are TUIDE!”
It’s a concept that feels optimistic without leaning into the darker or more aggressive aesthetics that have become increasingly common in recent years.
Fans Have Been Waiting Longer Than Most People Realize
While many casual fans are only now hearing the name TUIDE, dedicated K-pop followers have been watching this group develop for quite some time.
Before ABD was publicly introduced, the trainees were commonly referred to online as “Pledis Girls” or “ABD Girls.”
Fan communities closely tracked trainee sightings, practice rumors, and insider reports for months, sometimes years. Interest exploded further when short teaser films appeared in late May 2026.
Inspired by playful “casual street” aesthetics, the videos featured members dancing while wearing shoes marked with the letters A, B, and D—a subtle introduction to the label before the group’s official identity was fully revealed.
One trainee, Seoyeon, also attracted early attention because she is the younger sister of TWICE leader Jihyo, adding another layer of curiosity before the group’s official reveal.
A Debut Strategy Unlike Almost Anything K-Pop Has Seen
This is where TUIDE’s rollout becomes truly fascinating.
On July 20 and 21, ABD officially revealed the group’s name, launched its social media accounts across Instagram, X, TikTok, YouTube, Weverse, and other platforms, and introduced the lineup through stop-motion logo animations and title-card teasers.
Then came the surprise.
Instead of announcing a debut date first, ABD announced TUIDE EXCLUSIVE PREVIEW [PLAYGROUND], taking place on August 1 and 2 at Layers Studio 11 in Seoul.
Selected fans—chosen through a Weverse lottery—will hear and watch every song from TUIDE’s debut album performed live before the group’s official debut.
There are, however, several conditions.
No photography, recording of any type, livestream, and spoilers through official broadcasts.
The event also includes immersive experience zones and exclusive gifts for attendees, turning the showcase into something closer to an interactive exhibition than a traditional pre-debut event.
Why This Is Such a Bold Move
K-pop companies are famously careful about protecting a group’s first impression.
Most agencies reveal songs gradually through teaser clips, highlight medleys, survival shows, dance covers, or carefully edited promotional content.
Performing an entire debut album before the public can officially stream or purchase it is extraordinarily uncommon.
ABD is essentially asking fans to trust the music itself.
Instead of carefully controlling every online reaction, the company is creating an experience that only a limited audience can witness firsthand.
The strategy comes with obvious risks. Leaks remain possible despite the restrictions. Early attendees could shape public perception long before the official debut.
And because only lottery winners can attend, conversations online will likely be filled with secondhand accounts rather than shareable videos. At the same time, the rollout creates something increasingly rare in the digital age: genuine mystery.
For a brief moment, some of K-pop’s most anticipated songs won’t immediately become TikTok clips or YouTube uploads.
You’ll simply have to hear about them from people who were there.
What Fans Expect From TUIDE
Although the group’s music remains unreleased, early branding has already given fans clues about the direction ABD may be pursuing.
Rather than embracing darker “girl crush” concepts or elaborate lore-heavy storytelling, expectations currently center around:
- Bright, youthful pop
- Smooth vocal harmonies
- Individual personalities blending into a cohesive team
- Soft but energetic performances
- Playful Y2K influences
- Fresh, optimistic imagery
The group’s international lineup—including Japanese, Korean-American, and Korean-British members—also positions TUIDE with global audiences in mind from the beginning.
Combined with the curiosity surrounding longtime trainees finally making their debut, fan communities across X, Reddit, and Korean forums have already begun organizing dedicated fan accounts despite not having a single officially released song.
The Tide Hasn’t Arrived Yet—But It’s Already Moving
Perhaps the most remarkable thing about TUIDE is that almost everything remains unknown.
There is still no confirmed debut date beyond the second half of 2026.
That may ultimately be the clearest reflection of ABD’s philosophy. “A Bold Dream” isn’t simply the label’s name. So far, it’s the strategy.
Instead of asking fans to judge TUIDE through endless teaser photos or carefully curated promotional clips, HYBE’s newest label is betting that curiosity—and eventually the music itself—will be enough to create the next wave.
Whether that gamble pays off will become much clearer after PLAYGROUND opens its doors on August 1. But one thing is already certain: before TUIDE has even officially debuted, they’ve managed to make one of the year’s most talked-about entrances into K-pop.
