HYBE Unveils New Mission 'DISCOVER A NEW UNIVERSE' and Vision 2026

HYBE Unveils Brand Reorganization and "HYBE 2.0" Strategy

HYBE has reorganized its brand system, introducing a new Corporate Identity (CI), mission, and vision to align with its "HYBE 2.0" growth strategy. This transition marks the company’s evolution from a music-centric agency into a global entertainment lifestyle platform that integrates technology into its core operations.

Key Facts

• The new CI separates the company name "HYBE" from the symbol "H," allowing independent use to represent business expansion beyond music.
• The new mission, "DISCOVER A NEW UNIVERSE, UNLOCK AN IMMERSIVE JOURNEY," focuses on advanced fan experiences.
• The updated vision, "GLOBAL ENTERTAINMENT LIFESTYLE PLATFORM COMPANY BASED ON MUSIC AND TECHNOLOGY," explicitly adds technology to the corporate framework.
• The previous slogan, "We believe in Music," will be retained specifically for HYBE's music business divisions.
• The company redefined its "HYBE DNA"—Passion, Autonomy, and Trust—to specify the ideal talent sought by the organization.
• Brand identity updates have been implemented at the HYBE Yongsan office and on the official website.

Key Terms

• HYBE 2.0: A growth strategy announced in August 2024 reorganizing the company into three pillars: music, platform, and tech-based future growth.
• Corporate Identity (CI): Visual elements and symbols representing the company's image and business philosophy.
• HYBE DNA: The company’s core values and employee quality standards.

Key Quote

"The new vision means innovating the industry by utilizing the technology necessary to expand the boundaries of the fan experience while putting the essence of music and fans first, as before." — HYBE

Next

• The "HYBE 2.0" strategy will continue driving reorganization into its music, platform, and technology pillars.
• Music business divisions will adopt the "We believe in Music" mission to focus on industry value and essence.