First K-pop-inspired Latin boy band SANTOS BRAVOS steps into global arena

If HYBE Labels' "multi-home, multi-genre" strategy has already begun reshaping pop through its U.S. and Japan branches with acts like KATSEYE and &TEAM, the company is now extending that blueprint to Latin America with its newest project, SANTOS BRAVOS. Formed through a televised reality series of the same name that aired from August to October, the five-member boy group — Drew, Alejandro, Kaue, Gaby and Kenneth — represents HYBE's most ambitious localization effort yet. The band's launch suggests the strategy is paying off: SANTOS BRAVOS debuted with a concert in Mexico, selling out every seat and positioning themselves as early global contenders. Its debut builds on the momentum of HYBE's overseas units. U.S.-based global girl group KATSEYE has surged to the forefront of pop, dominating international charts and securing two nominations at the upcoming 68th Grammy Awards, while Japan's &TEAM has climbed to million-seller status in both Korea and Japan. HYBE Latin America aims to carve out its own lane, pairing the region's rhythmic traditions with the performance-driven precisionWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times