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HYBE Launches ABD Label, Plans Girl Group Debut 2026

5/8/2026

34 3 Full Breakdown

Summary

Story summary

HYBE announced on May 8, 2026 that it created ABD to debut a girl group in the second half of 2026.
Noh Ji-won was appointed CEO, with Han Sung-soo serving as executive producer directing the group's music, concept and performances.
ABD joins HYBE’s multi-label system, granting autonomy and aiming to diversify IP and bring fresh concepts to the global market.

History

Historical Context

In September 1996, SM Entertainment debuted H.O.T., the first K-pop idol group, whose debut album sold about 1.5 million copies and sparked the Korean Wave across Asia. Lee Soo-man leveraged that success to launch the SM Town concert series, establishing a model of multi-artist branding that later inspired other agencies to expand their IP portfolios.

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Story summary

HYBE announced on May 8, 2026 that it created ABD to debut a girl group in the second half of 2026.
Noh Ji-won was appointed CEO, with Han Sung-soo serving as executive producer directing the group's music, concept and performances.
ABD joins HYBE’s multi-label system, granting autonomy and aiming to diversify IP and bring fresh concepts to the global market.

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