HYBE’s New Label ABD Offers First Look at Upcoming Girl Group Through Playful Brand Films
HYBE MUSIC GROUP’s newest label, ABD, is beginning to introduce itself with a colorful first step into the K-pop landscape. The newly launched label has unveiled its official website, social media channels, and six short brand films that outline its creative identity while offering the first sneak peeks at members of its upcoming girl group—currently set to debut in the second half of 2026.
Rather than introducing the act through a traditional teaser rollout, ABD is leaning into a more conceptual approach. The brand films center on three girls moving through a bright, imaginative world, with shoes marked by the letters A, B, and D leaving colorful imprints behind them. Their voices carry the label’s name through vivid pipelines, while playful sound recordings help frame ABD as a label formed around curiosity, movement, and the joy of music-making.
The rollout also introduces the thinking behind ABD’s name and creative philosophy. Short for “A Bold Dream,” the label positions itself around the idea of imagining “D” instead of the expected “C” after “A” and “B.” That small twist becomes the foundation for ABD’s larger brand message, which emphasizes flexibility, surprise, and a willingness to move outside familiar patterns.
ABD’s official website continues that same visual language. With illustrated cursor details, shifting multicolored backgrounds, and interactive elements such as a balloon-popping mini-game, the site expands the label’s identity beyond the films and turns the launch into a more immersive brand experience.
The label is being introduced as part of HYBE’s ongoing multi-label strategy, which allows different creative teams to build distinct identities under the company’s wider music group structure. ABD will focus on girl group production, with its first act led by Master Professional Sung Soo Han, who has been associated with the creative development of artists including SEVENTEEN, After School, IZ*ONE, and TWS.
With its first girl group still months away from debut, ABD is using this early reveal to establish a clear tone before the music arrives. Bright, playful, and deliberately unconventional, the label’s first impression suggests HYBE is preparing another major girl group launch with a strong creative identity from the start.
