HYBE Labels Japan has officially changed its name to YX LABELS, signaling a strategic shift in its approach to the Japanese entertainment industry.

On the 14th, HYBE Japan, the Japanese headquarters of HYBE Corporation, announced the rebranding, emphasizing its vision to establish a new "axis" (aXis) in the Japanese music market. The label aims to provide unique entertainment experiences and further solidify its presence in the region.

The name change is part of HYBE's HYBE 2.0 initiative, a long-term growth strategy introduced in August last year. Under this framework, the company has been focusing on expanding through a multi-home, multi-genre approach, tailoring its business operations to align with local industry dynamics.

The multi-home, multi-genre strategy is designed to enhance adaptability, allowing subsidiaries in different regions to develop content suited to their respective markets. Additionally, HYBE 2.0 includes the advancement of the company’s multi-label system, enabling greater independence and creative flexibility for its affiliated labels.

A representative from HYBE Japan stated, "As a leading company in the region, we are committed to establishing an independent multi-label structure and continuously strengthening this strategy." They further emphasized their goal of delivering captivating entertainment experiences, adding, "We will expand our business to realize the concept of Beyond Japan and extend our reach beyond the domestic market."

With this transformation, YX LABELS is expected to play a significant role in shaping the future of Japan's music industry, leveraging HYBE’s expertise while maintaining a distinct identity. The company’s ability to adapt to the evolving landscape of the global entertainment sector is likely to further enhance its competitive edge.

Meanwhile, YX LABELS currently manages &Team, a boy group that debuted under HYBE Japan. The group, known for its international appeal, is expected to benefit from the label’s strategic direction and expanded vision.

As HYBE continues refining its global operations, industry observers are watching closely to see how YX LABELS will contribute to the company’s growing influence in the international music market.

Sayart / ReaA JUNG, queen7203@gmail.com