HYBE Unveils New Label for Girl Groups: ABD

In a groundbreaking move, South Korea's entertainment powerhouse HYBE has officially unveiled a new label dubbed ABD, aimed at crafting and managing girl groups. This important announcement was made on May 8, 2026, as HYBE seeks to bolster its multi-label business model and increase its foothold in the global K-pop arena.

The newly formed label, ABD, stands for “A Bold Dream”, and intends to focus on original concepts for girl groups that emphasize creativity, adaptability, and innovative ideas. HYBE has articulated that the label's purpose is to dive into novel artistic avenues and produce performances and musical styles that transcend conventional K-pop norms.

Sung Soo Han, a revered producer well-known for his successful collaborations with groups like SEVENTEEN, TWS, and IZ*ONE, has been appointed as the creative force leading the label’s inaugural girl group project. His impact on HYBE’s music production system is widely acknowledged, earning him a reputation as a key contributor to the label's modern success.

The debut of the first girl group under ABD is anticipated for the latter half of 2026. Although specific details about the members, concept, and debut timeline are yet to be disclosed, the news has sparked considerable excitement among K-pop enthusiasts worldwide. Analysts think this initiative could become one of HYBE's most awaited launches in recent years.

Leading the new label as President is Jiwon No, who previously held the role of Head of Artist Planning at PLEDIS Entertainment, another subsidiary of HYBE that oversees SEVENTEEN. Jiwon No will be responsible for the overall management, strategy, and long-term vision for ABD, while Sung Soo Han will steer the creative direction for the upcoming artists.

HYBE clarified that ABD will function under its successful multi-label framework, permitting individual labels to maintain their creative freedom while reaping the benefits of HYBE’s extensive global infrastructure, production capabilities, and marketing strategies. This model has successfully propelled multiple HYBE-associated groups to international acclaim in recent times.

The establishment of ABD further enhances HYBE’s dominant portfolio of girl groups, which already includes well-known acts like ILLIT, LE SSERAFIM, and NewJeans. By embarking on a specialized label focused solely on girl group development, it’s evident that HYBE is amplifying its efforts in the fiercely competitive female K-pop sector.

Industry analysts suggest that HYBE’s decision highlights the escalating global appetite for Korean pop music and entertainment. Girl groups continue to play a crucial role in spreading K-pop’s reach across streaming platforms, social media landscapes, fashion trends, and worldwide tours. Experts predict that ABD will serve as an experimental ground for innovative concepts and creative strategies aimed at future global audiences.

Fans have been quick to express their reactions on social media, influenced by Sung Soo Han’s leadership of the project. Many expressed eagerness to see how the producer’s unique style will materialize in a fresh girl group under HYBE's guidance. As excitement mounts, the debut of ABD’s first group is poised to be a significant highlight in the K-pop entertainment landscape for 2026.