HYBE, one of K-pop's largest entertainment companies, is expanding its global presence through strategic rebranding and new market entries. The company has renamed its Japanese subsidiary from HYBE Labels Japan to YX Labels, signaling its commitment to becoming a major player in the Japanese music industry.

The new name, YX Labels, represents multiple concepts:

• "Y" stands for "You" and "Youth"
• "X" represents "eXtreme" and "eXcellent"
• The name symbolizes creating a new "aXis" in Japan's music industry

Based in Tokyo and led by CEO Han Hyun-rock, YX Labels currently manages the Japanese boy band &TEAM, which debuted in 2022. The label plans to launch audition shows to discover and develop new Japanese pop acts, focusing on showcasing contestants' genuine emotions and growth during the competition.

HYBE's global expansion extends beyond Japan. In Latin America, the company has:

• Launched HYBE Latin America in 2023
• Established DOCEMIL Music as a subsidiary label
• Signed Mexican artist Emmanuel "Meme" del Real as their first Latin American talent
• Planned to debut a locally produced act through an audition program

Del Real, formerly of the Grammy-winning Mexican rock band Café Tacuba, chose HYBE after carefully considering various options for his music career. HYBE Latin America's CEO Kah Jong-hyun emphasized that this signing demonstrates their dedication to nurturing Latin American artistic talent.

These strategic moves are part of HYBE's broader "HYBE 2.0" expansion strategy, aimed at establishing a strong global presence beyond the Korean market.

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