HYBE Labels has announced a call for applications for the HYBE India audition to recruit the next generation of global talent [1].

This move marks a strategic expansion of the K-pop giant into the Indian market. By targeting one of the world's most populous nations, HYBE aims to diversify its talent pool and establish a stronger brand presence outside of East Asia.

The company utilized its brand KATSEYE to deliver the promotional message. The outreach encourages aspiring performers to transition from local settings to an international stage, positioning the audition as a gateway to global stardom [1].

"From all corners of the world to the center of the stage, KATSEYE has a special message for India!" a narrator said in the promotional video [1]. The campaign emphasizes the search for individuals who can embody the role of a global icon, blending traditional K-pop training systems with diverse cultural backgrounds.

HYBE continues to push for a globalized music model, moving beyond the borders of South Korea to find talent in various regions. This specific initiative invites participants to begin a professional journey within the company's infrastructure [1].

"Join the next generation of global talent—your journey starts here," the narrator said [1].

“Join the next generation of global talent—your journey starts here.”

HYBE's entry into the Indian market reflects a broader industry trend known as 'K-pop 3.0,' where the focus shifts from exporting Korean artists to exporting the K-pop training system itself. By recruiting local talent in India, HYBE is attempting to localize its business model to reduce cultural barriers and tap into the massive youth demographic of the region.