HYBE released the official music video for "SUN KISS" on Monday to mark the debut of its new girl group, TUIDE [1].
The launch represents the latest expansion of HYBE's artist roster, signaling the company's continued strategy to diversify its K-pop portfolio. By introducing TUIDE, the agency aims to capture new market segments within the competitive global music industry.
The group's debut occurred on Aug. 24, 2024 [2]. This release follows a series of promotional efforts, including the distribution of final teasers designed to build anticipation among fans prior to the full music video launch [2].
TUIDE enters a crowded market where HYBE already manages several high-profile acts. The release of "SUN KISS" serves as the primary vehicle for the group's introduction to the public, utilizing a high-production music video to establish their visual and sonic identity [1].
The strategy for the debut focused on a coordinated rollout across digital platforms. This approach allows the group to leverage HYBE's existing infrastructure to reach international audiences immediately upon release [2].
While the group is new to the scene, the scale of the production reflects the standard for modern K-pop debuts—combining synchronized choreography with high-concept aesthetics. The official video is now available on the HYBE LABELS YouTube channel [1].
“HYBE released the official music video for "SUN KISS" on Monday to mark the debut of its new girl group, TUIDE.”
The debut of TUIDE indicates HYBE's commitment to a high-frequency release cycle for new talent. By leveraging a multi-platform teaser campaign and a high-budget music video, the company is applying a proven blueprint to ensure the group gains immediate visibility in a saturated global market.
