HYBE Launches New Label ABD to Focus on Girl Groups

HYBE, the company behind BTS, is launching a new label named ABD, dedicated to girl groups, with plans to debut its first group in 2026. Led by Noh Ji-Won and featuring renowned producer Han Sung-Soo, ABD aims to innovate within the K-pop industry by embracing creative and unconventional approaches. This strategic move comes amid tensions surrounding existing groups like NewJeans, potentially reshaping HYBE's future in the girl group market. The announcement has generated excitement among fans, signaling a new chapter in K-pop.

By Narendra Chaudhary May 8, 2026, 15:25 IST

Introduction to ABD

HYBE, the powerhouse behind BTS, is set to broaden its K-pop influence with the introduction of a new label specifically for girl groups. On May 8, the entertainment giant revealed the establishment of ABD, which stands for "A Bold Dream," and plans to unveil its inaugural girl group in the latter half of 2026. This new venture adds to HYBE's existing roster of successful girl groups, including NewJeans, LE SSERAFIM, ILLIT, and KATSEYE, and is expected to enhance competition within the company while reshaping its strategy in the global girl group arena.

Vision of ABD

ABD is designed to embody a vision that champions innovative and creative approaches within the K-pop landscape. HYBE aims to move away from conventional methods, promoting a more adaptable and imaginative production style. This initiative signifies a strategic pivot in HYBE's multi-label framework, focusing on the development of female groups and diversifying its artist portfolio. The label's philosophy emphasizes choosing "D instead of C after A and B," indicating a commitment to exploring unexpected creative avenues rather than adhering to traditional formulas.

HYBE's Multi-Label Strategy

HYBE's multi-label system

ABD operates within HYBE’s multi-label strategy, which allows each label to cultivate its own artistic identity and management style. This approach has been instrumental in HYBE’s international success, enabling each subsidiary to nurture unique artists and musical genres while benefiting from the overarching company's resources and global reach.

Leadership of ABD

ABD head and her background

Noh Ji-Won, previously the Head of Artist Planning at PLEDIS Entertainment, will lead the new label. With additional experience from MORE VISION, she will guide ABD's strategic direction and management, setting the foundation for its future artists.

HYBE emphasizes that ABD will extend beyond merely launching another idol group. The label is dedicated to specializing in girl group production, supported by a specialized team and a creative system aimed at generating original intellectual property and innovative concepts that challenge the current K-pop landscape.

Key Contributors

Han Sung-Soo's involvement

Notably, renowned producer Han Sung-Soo, known for his work with successful groups like SEVENTEEN, After School, IZ*ONE, and TWS, will be at the helm of producing ABD's first girl group. He will oversee the music, visual concepts, performances, and overall artistic direction of the group. The announcement has sparked considerable excitement among K-pop enthusiasts, especially as HYBE continues to assert its dominance in the industry across various labels.

Implications for Existing Groups

Impact on NewJeans vs ADOR

The timing of this launch is particularly significant, following recent tensions between NewJeans and HYBE's subsidiary ADOR, as well as the controversies surrounding former ADOR CEO Min Hee-Jin. This situation has led to uncertainty regarding NewJeans' future. The establishment of a new label focused on girl groups may suggest that HYBE is preparing alternative flagship acts should instability around NewJeans persist. Additionally, ABD could alleviate some pressure on NewJeans by allowing HYBE to diversify its investments and creative endeavors across multiple teams rather than relying heavily on a single standout group.