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BTS' agency changes name to HYBE


From left are Big Hit Entertainment Chairman and CEO Bang Si-hyuk, global CEO Lenzo Yoon, HQ & Management CEO Park Ji-won and Chief Brand Officer Min Hee-jin, during an online presentation released on YouTube, Friday / Courtesy of Big Hit Entertainment
From left are Big Hit Entertainment Chairman and CEO Bang Si-hyuk, global CEO Lenzo Yoon, HQ & Management CEO Park Ji-won and Chief Brand Officer Min Hee-jin, during an online presentation released on YouTube, Friday / Courtesy of Big Hit Entertainment

By Park Ji-won
New logo for Big Hit Entertainment, the agency of BTS / Courtesy of Big Hit Entertainment
New logo for Big Hit Entertainment, the agency of BTS / Courtesy of Big Hit Entertainment
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 Friday. He added "I felt the need to change of our name as a symbol of the structure that could connect and expand the current businesses."

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

The label division includes Big Hit Music, BELIFT LAB, PLEDIS Entertainment, KOZ ENTERTAINMENT, and HYBE Labels Japan while the solution division includes HYBE Three Sixty, HYBE IP, HYBE Edu, Superb Corp., HYBE Solutions Japan, and HYBE T&D Japan. The platform division will operate Weverse that connects and provides HYBE's content and services.

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

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 (CBO) 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."

Park Ji-won jwpark@koreatimes.co.kr


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