Reports on HYBE’s 2022 Rookie Girl Group Launch Blueprint

HYBE, having achieved unprecedented success, is set to launch girl groups as their major card to prove their capabilities this year. With three girl groups targeting the global music market from their debut already announced, the new girl group being prepared by ADOR (All Doors One Room)—the independent label established by HYBE’s Chief Brand Officer (CBO) Min Hee-jin—is attracting the most attention.

The so-called ‘Min Hee-jin girl group,’ still shrouded in mystery, is composed primarily of members selected through the Plus Global Audition in 2019. Before joining HYBE, CBO Min was the very person who gave visual identity to groups like Girls’ Generation (for which she planned the concept), f(x), and Red Velvet at SM Entertainment—the legendary company that has maintained its lineage as an idol powerhouse. Furthermore, she introduced the concept of ‘conceptive’ through SHINee and led projects implementing EXO’s symbols and unique worldview. It’s only natural that the industry’s eyes are on what kind of group will be born from the combination of her exceptional visual directing abilities and HYBE’s style.

…CBO Min, seemingly aware of public expectations, confidently stated during her appearance on tvN’s entertainment program ‘You Quiz on the Block’ last December, “Deep down, I expect that it will definitely create a new wave of response.”

Source Music, a subsidiary label, will be launching a new girl group for the first time in 8 years since GFRIEND disbanded last year. They are preparing the so-called ‘Sa*** girl group,’ with IZ*ONE’s Miyawaki Sa***, Kim C***, and Huh Y*** rumored as members. Sa*** and Kim C*** in particular have already established a certain level of global fandom thanks to their history with IZ*ONE, so if a girl group including them launches, significant success is expected both domestically and internationally.

HYBE is also venturing into new girl group discovery through Belift Lab, a joint label with CJ ENM. They plan to launch the second season of the audition program ‘I-LAND’ in the first half of the year and gather members who will lead HYBE. As ENHYPEN, who were selected and debuted through ‘I-LAND’ Season 1, has grown into global artists, anticipation and curiosity are mounting for the members who will be discovered through Season 2.