HYBE is pushing a bold expansion by launching ABD, a new label dedicated to crafting female idols—sparking intense buzz over who might debut next.
On the 8th, HYBE officially announced the launch of its new label ABD, revealing plans to introduce its first rookie girl group in the second half of this year. The move is widely seen as a strategic step to diversify IP and sharpen production capabilities through more granular specialization.
ABD stands for 'A Bold Dream,' signaling a commitment to imagine new possibilities rather than follow existing molds. Under the philosophy of 'thinking D, not C, after A and B,' the label aims to expand K-pop’s horizons with a flexible and creative approach. While emphasizing the pure joy of music, ABD also promises distinct content built on a deep understanding of both fans and artists.
The new label will be led by CEO Noh Ji-won, who previously spearheaded artist planning at PLEDIS Entertainment. Drawing on experience from PLEDIS and MORE VISION, Noh will oversee ABD’s overall management to lay a foundation for stable growth.
ABD continues HYBE’s steadily reinforced multi-label strategy. As each label operates independently with its own color and production strengths to drive global competitiveness, ABD plans to build a unique identity centered on a specialized girl-group organization and a network of creators.
Veteran producer Han Sung-soo, Master Professional (MP), who has helped launch multiple hit K-pop acts, will serve as the executive producer for ABD’s rookie girl group project. Leveraging his successful track record with teams like SEVENTEEN, After School, IZ*ONE, and TWS, Han will oversee music, concept, and performance end to end.
HYBE already houses several active girl groups, including Belift Lab’s ILLIT, ADOR’s NewJeans, and Source Music’s LE SSERAFIM. With ABD joining the roster, HYBE’s girl-group lineup is expected to grow even stronger.
Meanwhile, speculation is intensifying that TWICE’s Jihyo’s younger sister Park Seo-yeon and former kid model Park Se-a may be preparing to debut under HYBE. Among some overseas K-pop fans, chatter like "We’ve seen the two going in and out of HYBE" and "Park Seo-yeon and Park Se-a have been spotted together" has started to circulate. Their names are already trending across online communities, fueling early excitement.