K-pop giant HYBE is solidifying its global presence with a strategic rebranding in Japan and its first artist signing from Latin America.
The company unveiled that its Japanese subsidiary, previously known as HYBE Labels Japan, will now be called YX Labels. The rebrand is part of HYBE’s broader strategy to establish a more powerful foothold in the Japanese market and beyond.
The new name symbolizes the company’s desire to create a new “aXis” in Japan’s music scene, blending “You” (for fans) and “Youth” to embody the label’s focus on delivering “eXtreme” and “eXcellence” in entertainment.
YX Labels currently represents &TEAM, a nine-member boy band that debuted in 2022.
This move aligns with HYBE’s “HYBE 2.0” strategy, which was launched last year to support a “multi-home, multi-genre” approach to entertainment, designed to adapt to evolving cultural and industry trends.
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