Source : INDIA TODAY NEWS
HYBE’s entry into India has sparked both curiosity and expectation. As the entertainment giant behind global acts such as BTS, SEVENTEEN, TOMORROW X TOGETHER, ENHYPEN and LE SSERAFIM begins laying the foundation for its India business, questions remain over what that expansion will actually look like. Will it recreate the K-pop playbook, or build something uniquely Indian with global appeal?
For Damien Woochang Lee, CEO of HYBE INDIA, the answer lies firmly in the latter. The company’s ambition, he says, isn’t to replicate a formula that worked elsewhere, but to understand India’s cultural diversity, discover homegrown talent and create artists capable of resonating beyond its borders. It’s a long-term vision that places as much emphasis on cultural understanding as it does on commercial success.
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In his first extensive interview with India Today since taking charge of HYBE INDIA, Lee speaks candidly about why India was always part of the company’s global roadmap, what defines “superstar potential”, why Indian fans deserve more than fleeting attention, and how HYBE plans to bridge India and Korea through meaningful collaborations. He also hints at what fans have been waiting to hear—the possibility of more HYBE artists making their way to India.
Edited excerpts:
Q. K-pop’s artist development system has become a benchmark globally. As the company builds its India business, how much of that philosophy can be adapted here? And what are you looking for in the talent you discover?
We have our own methodology, but I wouldn’t call it a K-pop methodology because HYBE’s business today extends beyond K-pop. Every country has its own culture, environment and characteristics, so our starting point is always understanding the people and the market we’re entering.
For India, we’ll build a methodology that’s deeply rooted in Indian culture while ensuring it resonates globally and competes at a world-class level.
When it comes to talent, there are countless things we look at—singing, dancing, performance, personality and stage presence. But if I had to describe it in one phrase, it would simply be “superstar potential.” That’s the most concise way to explain what we’re looking for.
Q. Every global company talks about localisation, but audiences can tell the difference between genuine cultural understanding and simply adapting a formula. How do you ensure that you create something authentically Indian?
First, I have complete faith in our Chairman, Si-Hyuk Bang. Having one of the world’s leading producers guiding this vision is an advantage very few companies have. Beyond that, it’s about devotion. We expect our artists to dedicate themselves fully to becoming global stars, and we expect the same commitment from our employees. As a foreigner, I’ll continue investing my time in understanding India’s culture while bringing the expertise the company has built globally.
It’s that combination—our commitment, company’s methodology and Chairman Si-Hyuk Bang’s creative vision—that gives me confidence we’ll create something that’s authentically Indian while resonating around the world.
Q. You’ve now spent time with Indian fans through the HYBE INDIA Pop-Up Parks. What stood out to you the most?
What struck me immediately was that every fandom shares the same sense of pride. Fans take pride in their artists, their community and the culture they’ve built together. That passion is universal. What felt different in India was the sense that fans have waited for a long time and many felt left out. Since there has been this incredible anticipation, we want to ensure that we are providing fans with the best experiences now that we are here.. My goal is to do everything within my power to bring HYBE closer to Indian fans and keep working until we deliver on those expectations.
Q. Was that also the thinking behind the pop-up?
Absolutely. The pop-up park was our way of thanking Indian fans for the love they’ve shown our artists over the years and giving them an experience they felt they’d missed out on. We wanted to tell fans, “We’re here now.” Whether we meet every expectation immediately is another question, but we’ll continue trying, listening and improving.
Q. HYBE’s decision to enter India came at a time when the country’s music ecosystem was rapidly evolving. Looking back, what convinced you that India was ready for this investment?
There wasn’t one defining moment because we had spent years researching India before entering the market. I’d visited several times, so very little surprised me. What did stand out was how dramatically entertainment consumption changed after COVID. Before the pandemic, music was largely driven by Bollywood and Hollywood soundtracks. But with the expansion of 5G, smartphones and streaming platforms, audiences—especially Gen Z—began discovering music beyond films. That shift accelerated the growth of India’s independent music scene. For us, it confirmed that audiences were becoming more open to new genres, new artists and new experiences. That’s when we knew India was ready for a long-term investment.
Q. Beyond creating successful artists, what does success for the company actually look like?
India has never lacked talent. There are already Indian artists making a global impact. Our ambition isn’t simply to launch another group; it’s to create a positive social and cultural impact. Success, for me, is measured by the value we create for society. We want to build artists who are authentically Indian at their core while connecting with audiences around the world. That’s what our philosophy of “multi-home, multi-genre” is about—understanding local culture first and then building something with global resonance.
Q. HYBE has already brought together Guru Randhawa and LE SSERAFIM. As the Indian subsidiary grows, how do you see collaborations between Indian and Korean artists evolving?
Cultural collaborations—whether between artists or through broader creative partnerships—will always be part of our vision. Now that we’re in India, we’ll continue creating those opportunities. That said, we don’t believe in collaborations simply for the sake of it. They have to happen at the right time, in the right way and with the right strategy. That’s how we’ll continue approaching them.
Q. Why did Guru Randhawa and LE SSERAFIM feel like the right collaboration to begin with?
(Laughs.) First of all. “Boompala” already has “namaste” in the lyrics so it felt like a song we could explore for India. Secondly, LE SSERAFIM is doing exceptionally well globally. As we prepare to launch a girl group in India, we also wanted Indian audiences to become more familiar with them. Many fans already know LE SSERAFIM, but there are also many who are just discovering HYBE and our artists.
And finally, Guru Randhawa was the perfect fit. I genuinely enjoy his music and love his voice. So for us, the collaboration made sense creatively, strategically and culturally.
Q. Speaking of collaborations, fans were quick to notice Hanumankind at BTS’ concert. Was that purely a friendly visit, or should we read something more into it?
(Laughs.) I knew this question was coming. Sorry to disappoint but Hanumankind was there because he’s a close friend of mine. I genuinely admire him—not just as an artist, but as a person. I love the way he thinks, the way he approaches music and the way he carries himself. He told me he’d never experienced a BTS concert before, so I wanted him to see what it feels like to watch BTS perform.
Of course, many of our artists know his work as well. He’s had incredible success with songs like Big Dawgs and Run It Up. There have been conversations, but I don’t want to name any artists just yet. Let’s just say you’ll see.
Q. One thing that’s become clear is how passionate Indian fans are. Beyond asking when BTS is coming, what did they want to know the most?
(Laughs.) After BTS, the next questions were, “When is LE SSERAFIM coming?” and “When is TOMORROW X TOGETHER coming?” But beyond concerts, what surprised me was how many people wanted to audition. Many fans told me they couldn’t secure a slot for the offline auditions and asked if there was any other way to participate.
I completely understood their disappointment, but I kept assuring them that the online auditions are exactly the same as the offline process. We even increased the number of audition slots wherever possible, but demand was extraordinary. That enthusiasm was incredibly encouraging for us.
Q. From HYBE’s perspective, what did the rise of BTS ARMY across the nation, and Indian fandoms tell you about this market?
I wouldn’t limit that to BTS or ARMY. I’d describe it as the growth of HYBE fandom overall because we’re much more than K-pop today. After COVID, younger audiences began exploring music beyond film soundtracks. At the same time, streaming platforms and improved digital access exposed them to more global music, dramas and films than ever before. Over time, that translated into stronger communities and growing fandoms around our artists.
When we saw that momentum continue, we felt it was the right time to come to India—not only because the market was ready, but because fans had already shown us so much love. We wanted to give something back.
Q. AI is changing every creative industry. Where do you see it fitting into music?
AI has enormous potential, but there are areas where human artistry should remain untouched. That’s something we should continue to respect. Where AI can make a real difference is in areas like promotions and creating richer fan experiences. As long as creativity remains human, I think AI can become a powerful tool for the industry.
Q. Finally, what can Indian fans expect from HYBE in the years ahead?
I’m doing my best to expand HYBE’s presence in India. And while BTS is our biggest artist, I don’t want the conversation to begin and end there because I love every artist on our roster equally. I know the next question everyone wants to ask is, “So when are we getting a concert?” My answer is simple. I’m trying. Please wait.”
– Ends
SOURCE :- TIMES OF INDIA
