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Big Hit Entertainment, which manages K-pop sensation BTS (pictured), has rebranded itself as HYBE. Photo: Getty Images

BTS’ agency Big Hit Entertainment changes its name to HYBE as it looks to expand

  • Bang Si-Hyuk, CEO of Big Hit Entertainment, said the name change signalled a new direction
  • Adopting the slogan ‘We believe in music’, the company said it would create a system to encourage employees with expertise in different fields to work together

By Park Ji-won

Big Hit Entertainment, which manages K-pop sensation BTS, changed its corporate name to HYBE, and made other changes that will take effect on March 30 after a shareholders’ meeting.

Under the slogan“We believe in music”, the company said it incorporated the meanings of connection, expansion and relationship in the new name, aiming to create a system that shifts away from hierarchy and allows employees with expertise in various fields to work horizontally.

“We operate various businesses and understand the area of entertainment in a much wider sense than previously perceived,” Bang Si-Hyuk, chairman and CEO of Big Hit Entertainment, said during an online presentation on Friday. He added: “I felt the need to change our name as a symbol of the structure that could connect and expand the current businesses.”

The new HYBE logo. Photo: HYBE

The company also announced that it will divide its major roles into three divisions: label, solution and platform.

In addition to the rebranding of the company, it also announced a new headquarters building located in Yongsan District, Seoul.

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Based on the concept of “Hyper Nomad”, HYBE’s new office building aims to provide a place where people naturally gather to work.

Min Hee-jin, chief brand officer of the company, who is also in charge of the design of the new headquarters building, said: “Good space branding has a purpose in creating attitudes. We hope to establish a more creative and efficient working culture in HYBE’s new office space.”

Read the full story at the Korea Times
Bang Si-hyuk is chairman and CEO of Big Hit Entertainment.