Hybe Launches New Label ‘ABD’

Photo Credit: ABD

Hybe announces the launch of a new label, ABD, dedicated to developing girl groups. ABD is set to debut its first group in the second half of 2026.

K-pop powerhouse company Hybe has announced the launch of a new label, ABD, dedicated to the production and development of girl groups. ABD, short for “A Bold Dream,” aims to encompass the label’s creative philosophy of “pursuing unconventional, flexible, and playful ideas that push beyond the norm.”

ABD will be led by Jiwon No, who previously served as Head of Artist Planning at Pledis Entertainment. She will oversee the label’s overall management and strategic direction as President, drawing on her experience across Pledis and fellow South Korean entertainment company More Vision.

Looking ahead, ABD is set to debut its first girl group in the second half of the year. Sun Soo Han, Master Professional (MP), widely recognized as the creative mastermind behind groups like SEVENTEEN, After School, IZ*ONE, and TWS, will lead the group’s overall production, spanning music, concept, and performance.

The launch of ABD aligns with Hybe’s multi-label strategy, which promotes creative independence and autonomy within Hybe’s broader support framework. With a distinct focus on girl group development and the introduction of differentiated IP and artistic identity, the launch of ABD marks a strategic step toward strengthening Hybe’s multi-label ecosystem as K-pop continues to evolve globally.

“With an organization and creative team tailored for girl group production at its center, [ABD] will position itself as a label specializing in girl groups with unique and distinctive intellectual property,” said Hybe. “Our goal is to expand into a new territory for K-pop by pursuing the inherent joy of music while also building upon a deep understanding of fans and artists.”

ABD joins Hybe’s other major subsidiary labels: BigHit Music (BTS, Tomorrow X Together), Be:Lift Lab (Enhypen, Illit), Source Music (Le Sserafim), Pledis Entertainment (SEVENTEEN, TWS), KOZ Entertainment (Zico, BoyNextDoor), and Ador (NewJeans). Hybe has also expanded internationally, creating Hybe Japan, Hybe America, and Hybe Latin America.