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HYBE India starting auditions for the first-ever global girl group from the country is one of the biggest events in the Indian music scene in 2026. The label behind K-Pop royalty BTS, HYBE also has other groups like KATSEYE, SEVENTEEN, ENHYPEN, ILLIT, CORTIS and LE SSERAFIM under its umbrella. The conglomerate has been spreading its wings globally attracting talent from Asia, the US and Latin America. In an in-depth interview with Variety India, Lee discusses why they felt this was the right time to enter the country and their vision for growing and thriving in India’s huge and dynamic music industry. 

What encouraged HYBE to enter into India at this point of time? 
India has always been an interesting country. I can put it as a country with diversity in terms of size, population, and economic growth. Before COVID, the core portion of the news was focused more towards the OSTs of Hindi and Telugu films and dramas. The pandemic brought a lot of changes. For example, the development of 5G networks to spread the usage of smartphones. A lot of the young generation focused on or moved towards listening to music, especially independent music through the digital streaming platforms. Given that, it is the right time for us to be part of one of the fastest growing economies of the world.

Music is an integral part of Indian culture across languages and dialects. Where does HYBE see itself in that space to discover talent? 
I mean, huge respect to the already existing companies that have been developing the Indian music industry. India already has a huge volume in terms of population and streaming. What HYBE can add on to, I think, is to transform that volume into velocity, to transform those passive streams to active fandom. So that's the intention of HYBE.

Where do you think the global and Indian music industry is headed in terms of finding new sounds or talent? 
I think it’s about the right time. I don't know how much longer it's going to take in order for the market to fully develop, but it's on rise for sure. If you think about it, artists like Diljit Dosanjh, AP Dhillon, Karan Aujla, Hanumankind, Jonita (Gandhi) and Kayan (real name: Ambika Nayak) are doing really well. All these artists are changing, in a way, the rules of global music. They're changing the definition of global music, how it looks and how it sounds. Considering that, it's the right time for Indian youngsters to dream about becoming an artist. We are here to make that dream come true. The timing is wonderful in a way. 

What is your take on collaborating with Indian artists? 
I think it's a super important thing. In fact, it's on my to-do list, and we are actually in the process. We will be seeing a collaboration, where artists from Korea, America will do collaborations with Indian artists or Indian diaspora artists. So, we have that in line. I think it's very important because nowadays, it's about diversity. It's about variety… just like your name. 

What made HYBE India think of launching auditions with the goal of forming a girl group? 
First of all, in regards to auditions, we just launched them from March 31 onwards. We have an online audition going on. In terms of offline, we have 10 cities in India. We have five cities globally. We're doing it as big as we can.

It is going to be a significant and historic talent search within the Indian pop music industry. And jumping into why a girl group, I think it comes from two things. First of all, data-driven insights. We've been doing a lot of market research. As I've told you, India has always been an important and interesting market for us. So, we were always keen on exerting due diligence about the market.

Secondly, it comes from the belief in our vision.There is one specific trend amongst young women is the need for role models who can take their dreams across the world. This is HYBE's answer to their needs. These are the two reasons we decided to go with a girl group. One, data-driven insights and two, the needs of young women.

What would be your message to the girls who will queue up for the auditions? 
It's a cliche, but never give up, always try. Just keep trying until there's nothing to lose. So, you try until you become the one that you want to become. You are always the main actor of your life. If you make it, best. If not, you still gave it your best shot.

What do you feel about the BTS ARMY in India? 
Speaking of the Indian BTS ARMY, they actually are one of the reasons why we're here. Indian BTS ARMY has shown us that they are one of the best, most passionate and creative fan bases in the world. Sincere thanks to all the ARMYs in India. Not only the BTS ARMY, but the music fandom in India. It is growing with more and more artists visiting the country. The music industry itself is in its developmental era. And that's the reason why we're here. With that in mind, we are here to support not only the BTS ARMYs, but fans of music, other artists, K-pop artists, or global artists. We support fans of music. 

In India, musical training for kids starts early. Do you feel India’s musical training will align with K-pop methodology? 
It's very important. Classical music training [In India] has been going on for centuries. I think it's a huge musical foundation that not a lot of countries have. I think it's going to be a great match with HYBE’s system of building talents. That classical musical training in collaboration with HYBE’s methodology, I think they will become superstars.

India is a growing market. What is HYBE’s long-term vision for India? 
For HYBE India, we always view goals as cultural impact. I want HYBE India to be, within, let's say five to 10 years, a company that delivers the biggest cultural impact to South Asia. So that's HYBE’s goal, and that is my goal as well.

Indian artists like Diljit Dosanjh and AP Dhillon are now seen as global artists. Did their global impact influence HYBE’s decision to enter India?  
It is always a great thing to see artists succeed. When it comes to India, not only Diljit Dosanjh, AP Dhillon, there are many successful artists who are known globally. India is a country of potential, and we're already seeing it. HYBE wants to meet the magnitude of India's potential. We want to deliver at a scale and speed that matches the magnitude of India’s potential.

Do you also feel that this is a great time to explore new genres in music? And is there any specific genre that HYBE is looking at? 
We don't want to put a barrier on genres, because one of HYBE’s main goals is multi-home, multi-genre. That's one of our strategies. I want to focus a little bit more on the languages. In India, there are various languages and we start by focusing on English and Hindi. We want to put Hindi and English as the foundation of our songs. But we always want to welcome Punjabi, Tamil and Bengali as well.  The core principle for me is, it has to be unmistakably Indian, yet resonate globally. That's the core. 

On a personal note, is there an Indian tune or a melody that has impressed you? 
I would have to start with the OSTs of "Dhurandhar"....Shout out to Hanumankind ( real name: Sooraj Cherukat), Reble (real name: Daiaphi Lamare) and all the other artists that participated. 

What is your prediction for the music market with regards to new sonic experiments? 
As I have mentioned, the magnitude of India's potential is just enormous. How to have those talents, how to bring them to stage, how to nurture them, how to give an opportunity so that they can become the one of their kind…That is the reason why we're here. And we want to deliver that to the talent of India.

What sets an artist from HYBE apart from the others? 
Definitely, passion. The second is devotion and third is professionalism. But these are just my thoughts. I think this should come from our chairman.

What is the one line for all the aspirants out there? 
One, we're here. Two, we will be here. So, keep practising, keep trying and always show up for the next opportunities. We will keep on providing the opportunities. This is our initial stage of development in the Indian music market. We will be taking efforts to develop the market even further. Within that journey, I think all the applicants shouldn't give up and always try. Always keep trying.