Hybe's Global Pop Star Blueprint Proves Successful with KATSEYE's Meteoric Rise

The synergy between HYBE and Geffen Records has birthed KATSEYE, a global girl group whose rapid ascent validates Bang Si-hyuk's innovative approach to creating pop stars. Emerging from the 'The Debut: Dream Academy' audition, which attracted 120,000 applicants two years ago, the six members—Daniela, Lara, Manon, Megan, Sophia, and Yoonchae—recently clinched the 'PUSH Performance of the Year' award at the 2025 MTV Video Music Awards.

At the VMAs pre-show, broadcast live to hundreds of thousands, KATSEYE showcased their exceptional talent. Their powerful vocals, dynamic choreography, and captivating stage presence dominated the event, drawing enthusiastic cheers and sing-alongs, particularly for their hit songs 'Gnarly' and 'Gabriela'. This performance underscored why they are being hailed as the 'next generation of pop icons' and highlighted the driving force behind their sustained success on global charts.

KATSEYE's second EP, 'BEAUTIFUL CHAOS,' has made significant waves, with the track 'Gabriela' peaking at number 4 on the Billboard 200 and number 63 on the Hot 100 charts, marking their personal bests. Their Spotify monthly listeners have surpassed 29.29 million, a figure comparable to established global superstars, an impressive feat for songs released over two and a half and four months ago, respectively. The group's track 'Gnarly' also achieved simultaneous entry onto the main song charts.

Their impact extends beyond music charts. KATSEYE commanded the stage at Lollapalooza Chicago, captivating an audience of approximately 420,000 (including live stream viewers). Their upcoming 16-date North American tour across 13 cities, set to begin in November, is already completely sold out, demonstrating their considerable ticket-selling power. In the fashion world, their collaboration with GAP for the 'Better in Denim' campaign generated immense buzz, with the video garnering 8 billion social media impressions and 400 million views, even being mentioned in GAP's Q2 earnings report.

This success is a testament to Bang Si-hyuk's 'Multi-home, Multi-genre' strategy, which involves transplanting the K-pop production system worldwide to discover and nurture local talent. Bloomberg noted the effectiveness of Bang's design method, while Collider described KATSEYE as a near-perfect girl group dominating both pop and the internet, praising the fusion of K-pop and Western music. AP highlighted their unique diversity and success, calling their experiment a massive triumph. The Fader emphasized the efficacy of the 'K-pop style training' behind their polished performances.

HYBE continues to expand its global reach with initiatives like 'WORLD SCOUT: THE FINAL PIECE' and 'Pase a la Fama,' alongside the upcoming boy group audition 'SANTOS BRAVOS.' With preparations underway for their India office and &TEAM's debut in Korea, HYBE's strategy to secure footholds in key global markets and cultivate artists is proving highly effective. KATSEYE's triumph is seen as a breakthrough, pushing beyond the perceived limits of the K-pop market.

Bang Si-hyuk's strategic approach involves localized K-pop production systems through his 'Multi-home, Multi-genre' strategy, scouting and developing artists from diverse cultural backgrounds. This innovative methodology is replicating the success of BTS and expanding his influence in the global music industry. He aims to broaden K-pop's scope and create sustainable global intellectual properties.