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HYBE says it is ‘incubating’ markets in Southeast Asia, as local acts rise in the region
HYBE says it is incubating unnamed Southeast Asian markets, watching for signs that local artists can build an audience and support a fan economy. CFO Kyung-Jun Lee said that popularity in a market with strong growth potential could prompt the company to establish local production facilities, as part of its strategy to develop artists and their intellectual property internationally.
Lee pointed to Indonesian act no na and the Philippines’ SB19, both on HYBE’s Weverse platform; P-pop group BINI also joined Weverse in the second quarter of 2026. He said HYBE would avoid markets without an established local entertainment industry, and gave no details about the markets under consideration. The comments followed record third-quarter revenue of KRW 1.53 trillion, about US$1.08 billion, and came as competitors also expand in the region.
In short
- HYBE is assessing unnamed Southeast Asian markets for local production.
- Local acts including no na and SB19 are on Weverse.
- The company reported record quarterly revenue of KRW 1.53 trillion.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
HYBE’s approach could bring investment, production expertise and international distribution to Southeast Asian artists while helping local acts reach wider audiences. Testing fan demand before building facilities may reduce commercial risk and allow the company to focus resources where a sustainable local industry is emerging.
The case against
A major international company’s expansion could give it substantial influence over how local artists are developed, marketed and monetised, potentially putting commercial priorities ahead of local creative control. If fan platforms and intellectual property are managed primarily by the company, artists and regional industries may capture less of the long-term value than the global business does.
Explained simply
HYBE is a South Korean entertainment company that develops and manages music artists, and runs Weverse, a platform where artists and fans can connect. Its international strategy includes building audiences for local artists and developing the rights and businesses around their music.
Southeast Asia has a varied music scene, with established local acts such as Indonesia’s no na and the Philippines’ SB19 and BINI. Their presence on Weverse gives HYBE a way to engage with fans in the region, while the company looks for places with an existing entertainment industry and potential for a larger fan-supported business.
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