HYBE has officially unveiled ABD, a brand-new label focused on girl group production, marking the latest expansion of the company’s growing multi-label ecosystem.
ABD — short for “A Bold Dream” — will champion “unconventional, flexible, and playful ideas” that aim to push beyond existing K-pop norms. According to HYBE, the label will centre its vision on delivering the “intrinsic joy of music” while exploring fresh creative possibilities for both artists and fans.
Leading the new label is Jiwon No, former Head of Artist Planning at PLEDIS, who will serve as President of ABD. Drawing from her experience across both PLEDIS and MORE VISION, No will oversee the label’s management and long-term strategic direction.
Looking ahead, ABD is preparing to debut its first girl group in the second half of 2026 — and the project already has a powerhouse creative team attached. Sung Soo Han, widely recognised for his work with acts including SEVENTEEN, After School, IZ*ONE, and TWS, will spearhead the group’s overall production across music, concept, and performance.
The launch of ABD also reinforces HYBE’s ongoing multi-label strategy, which allows individual labels to operate with creative autonomy while benefiting from HYBE’s larger infrastructure and global network. With a dedicated focus on girl group development and differentiated artist IP, ABD is poised to become HYBE’s next major step in shaping the future of K-pop on a global scale.
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