HYBE’s brand-new sub-label ABD has officially launched — and it’s already teasing its first project with a rookie girl group set to debut later this year.
On the 26th, ABD simultaneously opened its official website and social media accounts, dropping a series of short films that showcase the label’s identity. The clips feature several soon-to-debut girl group members making their very first on-screen appearance, immediately drawing attention.
The videos stylishly capture ABD’s musical direction and mood. Girls wearing shoes marked with the letters A, B, and D move freely and dance, with the label’s name appearing wherever their steps land. In one scene, members shout "ABD" while recording vocal samples — a playful moment that hints at the team’s concept and upbeat energy.
The official website also turns heads with its distinctive presentation. A colorful, illustration-driven interface changes with each click, and it even includes interactive elements like a balloon-popping mini-game. Rather than just delivering information, the site lets users experience the brand’s philosophy firsthand.
ABD was founded under HYBE’s multi-label strategy to strengthen each label’s autonomy and expertise. Purpose-built for girl group production, its name comes from the slogan 'A Bold Dream.' By imagining D instead of the familiar C after A and B, the label signals a mission to break the mold.
Executive production for the first girl group is led by Master Professional Han Sung-soo, a hitmaker known for steering projects like SEVENTEEN, After School, IZ*ONE, and TWS. Combined with HYBE’s global infrastructure, expectations are sky-high for a powerful new synergy.
While the team name and exact debut timeline remain under wraps, early reveals of members and the concept have already turbocharged market buzz. All eyes are on ABD to see if HYBE is about to shake up K-Pop once again.