In a strategic expansion that signals K-pop’s growing global footprint, entertainment giant HYBE has established its fifth worldwide headquarters in Mumbai, India, opening its doors in September 2025. The Mumbai office joins existing global hubs in South Korea, the United States, Japan, and other locations, representing a significant commitment to the Indian market rather than a temporary promotional presence.
This move comes as India’s massive 1.4 billion population, coupled with rapidly increasing internet penetration, presents an enormous opportunity for K-pop’s continued global dominance. HYBE executives view the Indian music market, which is experiencing substantial annual growth rates, as underpenetrated yet promising territory for expansion. The timing aligns with Indian youth‘s increasing embrace of global pop culture, particularly the Korean Wave phenomenon. The market’s potential is evident with nearly 185 million music streaming users already actively consuming digital content.
The Mumbai headquarters will serve dual functions: coordinating market activities and developing local talent. HYBE plans to implement audition systems and training programs specifically tailored to Indian cultural sensibilities, aiming to produce artists who can succeed both domestically and internationally. The company will focus on nurturing local talent through its specialized training system to prepare artists for both Indian and global stages. This approach represents a notable shift from merely exporting Korean content to actively integrating Indian musical traditions into the K-pop framework.
For Indian ARMY—the dedicated K-pop fanbase—the Mumbai office signals unprecedented opportunities for engagement. Fans anticipate more localized concerts, merchandise, and direct interactions with idols, elevating their position within the global K-pop community. The headquarters promises to transform Indian fans from distant consumers into active participants in the K-pop ecosystem. The company also plans to explore sync deals with Bollywood and other Indian visual media to create additional revenue streams for artists. Artists will benefit from access to royalty structures specific to Indian streaming platforms, maximizing their earnings in this emerging market.
HYBE’s decision to establish Mumbai alongside Auckland, Tokyo, and Los Angeles reflects a fundamental transformation of K-pop from a Korean-centered industry to a globalized multi-hub system. The company intends to blend its rigorous idol training methodology with flexibility for Indian market specificities, potentially using Mumbai as a launching point for broader South Asian expansion.
This bold move sets a precedent that other entertainment companies may soon follow, potentially reshaping the global music landscape with India at its center.
