HYBE Labels has launched its most ambitious international expansion yet with SANTOS BRAVOS, a five-member Latin boy band that represents the company's first foray into the Latin American market. The group, consisting of members Drew, Alejandro, Kaue, Gaby, and Kenneth, emerged from a televised reality series that aired from August to October and has already made waves with a sold-out debut concert in Mexico.
This latest venture builds on HYBE's successful "multi-home, multi-genre" strategy, which has already proven effective through other international branches. The U.S.-based global girl group KATSEYE has dominated international charts and secured two nominations at the upcoming 68th Grammy Awards, while Japan's TEAM has achieved million-seller status in both Korea and Japan. Now, HYBE Latin America aims to replicate this success by combining the region's rich musical traditions with K-pop's performance-driven precision.
SANTOS BRAVOS is designed as an "idol-type" act featuring polished vocals, tight choreography, and appealing visuals that align with K-pop standards while remaining rooted in Latin heritage. Industry observers have already dubbed them potential cross-continental "super rookies" due to their unique cultural blend and HYBE's global production backing. The group's formation through the reality series allowed fans to witness their growth journey, creating an early fanbase invested in their success.
In a recent interview provided by their agency, the members shared their excitement about their debut milestone. Alejandro expressed gratitude, immediately thinking of his family and supporters who believed in him before his dream became reality. Gaby described feeling like electricity running through him, eager to take the stage, while Kaue admitted to feeling nervous but in a positive way, recognizing the responsibility of representing something bigger than himself.
Drew revealed feeling relief after working so hard toward their shared dream, with the debut making everything feel complete. Kenneth expressed pride not just in himself but in the group and what they hope will become a new chapter in Latin music. The reality show experience proved transformative for all members, with each discovering new aspects of themselves through the intensive training process.
The members underwent significant personal growth during their journey to debut. Alejandro gained confidence and learned to overcome self-doubt on stage, while Gaby developed discipline through structured schedules that pushed him beyond his limits. Kaue discovered he could be both vulnerable and strong simultaneously, and Drew learned that leadership comes not from being loud but from knowing when to step forward or back. Kenneth became a better listener, opening his ear to music, coaches, and fellow band members.
Regarding their exposure to K-pop before joining the program, the group collectively admitted that debuting under HYBE Latin America felt like an impossible dream. While they had always admired the performance level of K-pop, becoming part of that world as a Latin group was something they had never imagined possible. This opportunity represented a bridge between two musical worlds they deeply respected.
The K-pop training system impressed them with its attention to detail, where nothing is overlooked and every gesture and glance carries meaning. Unlike their previous experiences, they learned that practice doesn't stop when something is "good enough" – it continues until perfection is achieved. The emphasis on teamwork also stood out as a significant difference from traditional Western training approaches.
While SANTOS BRAVOS incorporates K-pop methods in their preparation, they maintain their distinct Latin identity. The group aims for K-pop's perfection in dance and vocals while drawing their storytelling from Latin traditions. Their diversity serves as a key differentiator, with members speaking multiple languages, coming from different backgrounds, and existing to connect different worlds through music.
Looking toward their musical future, SANTOS BRAVOS plans to fuse Latin rhythm with global pop in innovative ways. They intend to explore everything from high-energy dance tracks to emotional ballads, experimenting without limiting themselves to any single genre. Their goal is to create unexpected music that surprises audiences and pushes creative boundaries.
The group draws inspiration from artists who have successfully crossed cultural boundaries. They admire J Balvin for bringing Latin music to the global stage, BTS for demonstrating how practice and teamwork can create influence beyond music, and Rosalia for breaking molds and reinventing genres. These role models represent the type of impact SANTOS BRAVOS hopes to achieve in their own careers.
As for their long-term aspirations, SANTOS BRAVOS wants to become pioneers who inspire the next generation to dream bigger. They hope to serve as a cultural bridge between Latin America and the world, with the ultimate vision of filling huge stadiums with audiences singing in Spanish. This ambitious goal reflects their desire to elevate Latin music's global presence while maintaining their cultural authenticity.
The group concluded their interview with a heartfelt message to fans who supported them from the beginning. They emphasized that every comment and message of support made their debut possible and expressed hope that they will make their fans proud. SANTOS BRAVOS assured supporters that this debut is just the beginning, with much more to show in the future, asking fans to continue their journey together.
