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HYBE Latin America
HYBE Latin America is the Mexico City-based subsidiary of HYBE Corporation, established to bring the Korean entertainment company's proven artist development system to Latin American markets. Founded as part of HYBE's multi-home, multi-genre global expansion strategy, the label develops artists rooted in regional culture using the same production infrastructure behind BTS, ENHYPEN, and TOMORROW X TOGETHER. Its flagship act, Santos Bravos, is a five-member Latin boy group formed through a reality competition that drew talent from Peru, the United States, Brazil, Mexico, and Puerto Rico. The members debuted at Mexico City's Auditorio Nacional on October 21, 2025, in front of 10,000 fans with 70,000 watching via livestream. Production credits include Bang Si-hyuk, Diplo, and Johnny Goldstein. Santos Bravos released their debut EP, DUAL, in March 2026. The label also operates Pase a la Fama with Telemundo, an audition format that produced Destino, a five-member norteño band from northern Mexico that debuted in late 2025 and represents the label's first act rooted in regional Mexican music.
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What is HYBE Latin America?
HYBE Latin America is the Mexico City-based subsidiary of HYBE Corporation, established to develop and manage Latin American artists using the same proven system that produced BTS, SEVENTEEN, and Stray Kids. It operates as a full-service entertainment company covering artist development, management, production, and marketing for Latin markets.
Who are the artists under HYBE Latin America?
HYBE Latin America's flagship act is Santos Bravos, a five-member boy group formed through the reality competition Santos Bravos: La Serie. The group features members from Peru, the United States, Puerto Rico, Brazil, and Mexico, and debuted in October 2025.
What is HYBE's Latin America strategy?
HYBE's Latin America expansion is part of its multi-home, multi-genre global strategy. The company established the Mexico City subsidiary to develop acts rooted in Latin music, including pop, urban, and regional genres, while applying K-pop-style production and artist development practices to the region.
What is Santos Bravos?
Santos Bravos is HYBE Latin America's debut boy group, formed through the reality competition Santos Bravos: La Serie. The five-member group debuted in October 2025 with members from Peru, the U.S., Puerto Rico, Brazil, and Mexico. Their debut EP received widespread attention as the first major K-pop-style Latin group from a global entertainment conglomerate.
What is the Medellin Music Lab?
The Medellin Music Lab is HYBE Latin America's artist development and songwriting program, launched in partnership with local Colombian music industry partners. It functions as a talent incubator and creative hub to discover and develop new acts across the Latin American market.
