On Friday, HYBE announced the establishment of ABD, a dedicated imprint that will introduce its first girl group in the second half of 2026. The project will be led creatively by Han Sung-soo, founder and board member of HYBE subsidiary Pledis Entertainment, known for shaping acts like SEVENTEEN. Day-to-day operations fall under No Ji-won, former chief of artist planning at Pledis.
The label’s unusual name carries a clear message. According to HYBE, “ABD” skips the expected “C” in the alphabet, symbolizing a deliberate break from convention to foster bolder creativity and broader entertainment possibilities.
This move adds depth to HYBE’s diverse portfolio, which already includes powerhouses like BigHit Music (BTS, TOMORROW X TOGETHER), ADOR (NewJeans), Source Music (LE SSERAFIM), Belift Lab (ENHYPEN and ILLIT), and others. While HYBE has enjoyed major success with both male and female acts, the new label underscores a strategic push to strengthen its girl group pipeline amid growing international demand.
Industry observers see the announcement as timely. HYBE reported strong first-quarter revenue earlier this year, driven partly by BTS-related activities, yet continues diversifying beyond its flagship acts. The company has also been expanding globally, including auditions in India.
Details about the new girl group such as member count, concept, or debut single remain under wraps, building anticipation among fans. With Han Sung-soo’s involvement, expectations are high for a polished, distinctive sound and visuals that could stand out in the crowded K-pop scene.
HYBE’s track record suggests the debut will be meticulously planned, likely incorporating strong digital marketing, international promotions, and multimedia elements. As the second half of 2026 approaches, all eyes will be on ABD to see how this “rule-breaking” label redefines what a HYBE girl group can be.