HYBE, one of K-pop's largest entertainment companies, is expanding its global footprint through strategic rebranding and international partnerships. The company has transformed its Japanese subsidiary, HYBE Labels Japan, into YX Labels, marking a significant step in its "HYBE 2.0" global expansion strategy.

Based in Tokyo and led by CEO Han Hyun-rock, YX Labels represents Japanese boy band &TEAM, which debuted in 2022. The new name symbolizes the company's vision to create a new "aXis" in Japan's music industry, incorporating elements of "You," "Youth," "eXtreme," and "eXcellent."

As part of its expansion strategy, YX Labels plans to launch audition shows to discover talent for a new Japanese pop boy band. The program will showcase contestants' journey as they compete and collaborate.

HYBE's international growth extends to Latin America, where it established HYBE Latin America in 2023. The company recently launched DOCEMIL Music, signing Mexican artist Emmanuel "Meme" del Real as its first talent. Del Real, known for his work with the Grammy-winning band Café Tacuba, chose HYBE for its collaborative approach and global reach.

Kah Jong-hyun, CEO of HYBE Latin America, emphasizes that del Real's signing demonstrates the company's dedication to nurturing Latin American artistic talent. This move represents HYBE's commitment to becoming a truly global entertainment powerhouse, with strategic presence in key markets across Asia and the Americas.

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