HYBE Unveils New Mission and Vision, Says It Will Create the 'Next' in the Entertainment Industry

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[The Financial News] HYBE said on the 13th that it has revamped its company brand system, including its mission, vision and CI, to reflect its new growth strategy.
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HYBE first unveiled its new mission. The new mission is "Discover a New Universe, Unlock an Immersive Journey." It reflects the company's goal of delivering unprecedented moments of immersion through artists, content and a range of services, while helping anyone discover new tastes and worlds.
The existing mission, "We believe in music," will now be carried forward by HYBE's music divisions as a guiding principle to strengthen the essence and value of the music industry.
The new vision, which outlines the company's goals and business direction for achieving its mission, is "Global Entertainment Lifestyle Platform Company Based on Music and Technology." It means the company aims to become an entertainment lifestyle platform built on music and technology.
The main difference from the previous vision is that "technology" is now explicitly included.
HYBE said, "The new vision keeps music and fans at the center, as before, while also using the technologies needed to expand the boundaries of fan experiences and innovate the industry."
The company also changed how it uses its CI to match the new mission and vision. Instead of using the wordmark (HYBE), the symbol (H) and the mission together, it will now use only the wordmark and the symbol separately.
HYBE said, "Visually, it is now much simpler, while the name 'HYBE' and the H Symbol have been enlarged, further strengthening their symbolism." It added, "This format more clearly shows HYBE's identity, which has expanded beyond music into diverse business areas."
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HYBE DNA, which represents the kind of talent HYBE seeks, has also been revised. The company kept its core values of passion, autonomy and trust, but redefined the direction each value is meant to pursue in greater detail.
The brand overhaul reflects HYBE's expanded business structure, its mid- to long-term growth strategy and its direction as a global IP company across the brand as a whole. In August 2024, HYBE announced HYBE 2.0, its new growth strategy, to respond to a rapidly changing industry environment and secure a leadership edge. HYBE 2.0 centers on reorganizing the company's business structure into three pillars: music, platform and tech-based future growth areas. The latest brand system overhaul incorporates key elements of that strategy.
HYBE said, "This brand overhaul is not simply a change of slogans or visuals, but a declaration of the company's direction for new growth." It added, "Based on music and technology, we will continue to expand the boundaries of fan experiences, pursue new attempts and spread the results across the industry to present the 'next' for the global entertainment market."
jashin@fnnews.com Shin Jina Reporter