HYBE launched its new girl group TUIDE with the release of the official music video for the song “SUN KISS” this Monday [1].
The debut marks a strategic expansion for HYBE, one of the world's largest entertainment agencies, as it introduces a new musical identity to the competitive K-pop market.
The group's official debut is scheduled for Monday, Aug. 24 [2]. The music video was published on HYBE’s official YouTube channel to introduce the group and their lead single to a global audience [1].
Prior to the full release, the agency shared a final teaser for “SUN KISS” to build anticipation among fans [2]. The promotional rollout follows a pattern of high-visibility digital launches typical of HYBE labels, using YouTube as the primary vehicle for visual storytelling and member introduction [1].
While specific details regarding the group's concept and member backgrounds remain limited in the initial rollout, the “SUN KISS” music video serves as the primary introduction to TUIDE's sonic and visual direction [1]. The release is designed to establish the group's brand before they begin more extensive promotional activities associated with their debut [2].
Industry observers said that the timing of the launch aligns with the agency's broader goals of diversifying its talent roster. By deploying a lead single through a high-traffic platform, the company aims to secure immediate international visibility for the new members [1].
“HYBE launched its new girl group TUIDE with the release of the official music video for the song “SUN KISS””
The debut of TUIDE represents HYBE's continued effort to scale its influence in the girl group sector. By utilizing a digital-first launch strategy on YouTube, the agency leverages its existing infrastructure to minimize the risk of a new group's entry into the market while maximizing global reach from day one.
