HYBE Establishes Chinese Subsidiary in Beijing... Hopes Rise for Easing of Hallyu Ban

Accelerating Local Support for BTS, Seventeen, and Others

The front view of HYBE headquarters in Yongsan-gu, Seoul. Photo by Yonhap News

HYBE, the largest K-pop agency, has established a local subsidiary.

On May 29, HYBE announced that it had set up a Chinese subsidiary, "HYBE CHINA Co., Ltd.," in Beijing, China, on April 2. This marks HYBE's fourth overseas branch, following HYBE Japan, HYBE America, and HYBE Latin.

HYBE has been steadily preparing to establish its Chinese subsidiary. In May 2023, the company signed a music distribution contract with Tencent Music, China's largest music platform, as part of its efforts to enter the local market.

With HYBE, home to globally popular groups such as BTS and Seventeen, establishing a Chinese subsidiary, industry insiders are increasingly hopeful about the potential lifting of the "Hallyu Ban" (Hanhanryeong), which restricted Korean pop culture in China following the deployment of the THAAD (Terminal High Altitude Area Defense) system.

Major Korean agencies such as SM, JYP, and YG are already operating local subsidiaries in China. SM has produced WayV, a China-based unit of the group NCT, while JYP has created the China-based group BOY STORY.

In the past, HYBE's subsidiary label Pledis established "Pledis China" in 2018, before being acquired by HYBE. Currently, there are no known plans for separate audition programs or the production of new local groups targeting the Chinese market. HYBE plans to focus on supporting the local activities of its artists through its Chinese subsidiary going forward.

This content was produced with the assistance of AI translation services.