Expectations are high for ”&TEAM” before their Korean debut... Japanese media also pays attention, their first step onto the world stage

On October 28th, HYBE's global group &TEAM officially debuted in Korea, drawing attention for the explosive reaction from Korean fans.

At their recent 3rd anniversary event, &TEAM declared their entry into the K-POP mainstream with their Korean 1st mini-album 'Back to Life'. This moment was broadcast live on YouTube, and the subsequently uploaded video reached 200,000 views as of the 11th.

News of their Korean debut also drew attention in Japan. It became the main top news story on Japan's largest portal site, Yahoo Japan, and major Japanese media outlets simultaneously covered it extensively. Japanese media evaluated &TEAM's Korean debut as “their first step toward the global stage.”

&TEAM has already achieved clear success in Japan. Their 3rd single 'Go in Blind', released in April, surpassed cumulative shipments of 1 million copies, earning them a Million Certification from the Recording Industry Association of Japan. Furthermore, their first Asia tour drew approximately 100,000 attendees, and their solo concert at Seoul's Jamsil Indoor Gymnasium sold out completely, proving their rapid growth.

&TEAM's Korean debut is not merely an extension of their Japanese activities. It represents a symbolic step connecting them to the global stage, following their rapid growth under HYBE's multi-home and multi-genre strategy. Industry insiders in Japan, Korea, and beyond view this challenge as a turning point that reaffirms the effectiveness of HYBE's global strategy.

Through its “HYBE 2.0” strategy, HYBE has emphasized diversifying markets by operating local labels reflecting each country's culture and characteristics, while expanding into diverse genres. Chairman Bang Si-hyuk has stated, “We must transplant the K-POP success formula to other genres and regions to change the music industry paradigm.”

Their agency, YX Labels, stated, “&TEAM has completed preparations to showcase new possibilities at the forefront of K-POP through a distinct team identity rooted in ‘wolf DNA’ and communication with their global fandom.”