08 May,2026 07:25 PM IST | Mumbai | mid-day online correspondent
HYBE New girl gang band (Instagram)
HYBE has officially announced the launch of a new girl-group-focused label called ABD, sparking fresh discussions among K-pop fans about the company's future plans following its highly publicised conflict with NewJeans and ADOR. The announcement has quickly gone viral online, with many wondering whether the new label could become HYBE's next major girl group project.
According to reports, ABD stands for "A Bold Dream" and has been created as a dedicated label specialising in girl group production. HYBE stated that the label aims to focus on "unconventional, flexible and playful ideas" while exploring fresh creative directions beyond traditional K-pop norms. The company also emphasised that ABD will operate under HYBE's multi-label system, allowing creative independence while still benefiting from the corporation's global infrastructure and reach.
The label will reportedly be led by Jiwon No, former Head of Artist Planning at PLEDIS Entertainment. HYBE has also assembled an experienced creative team for the project. Producer Sung Soo Han, known for working with groups such as SEVENTEEN and After School, will oversee music, concepts and overall production for ABD's first girl group. Reports suggest the group is expected to debut in the second half of 2026.
The announcement comes amid continuing public interest surrounding HYBE's fallout with ADOR and Min Hee-jin, the former CEO behind NewJeans' success. The conflict began in 2024 after HYBE launched an internal audit into ADOR, accusing Min Hee-jin of attempting to separate the label from the company. In response, Min accused HYBE and another subsidiary label of copying NewJeans' image and concept through the debut of ILLIT.
The dispute eventually escalated into legal battles, management changes and uncertainty around NewJeans' future activities. Reports later stated that some members returned to ADOR while discussions continued regarding others' contracts.
Following ABD's announcement, social media users began speculating whether HYBE was preparing a "NewJeans alternative" or attempting to rebuild its girl group lineup after the controversy. However, HYBE has not officially linked ABD to the NewJeans situation and has only described the label as part of its broader expansion strategy.
The news has nevertheless intensified fan curiosity, especially as HYBE continues expanding its global music ambitions with multiple upcoming projects, including international auditions and new artist debuts.
