HYBE Announces New Mission and Vision Based on New Growth Strategy

Announcing a new mission for designing immersive fan experiences, reflecting the importance of "technology" alongside music in its business vision, and expanding fan experiences by utilizing platforms and technology, aiming to create the 'Next' in the entertainment industry. HYBE announced a refresh of its brand system, including its mission, vision, and Corporate Identity (CI), reflecting its new growth strategy. To more clearly define the business philosophy and mission it has upheld since its founding, HYBE has unveiled a new mission: "DISCOVER A NEW UNIVERSE, UNLOCK AN IMMERSIVE JOURNEY." The new mission expresses the company's commitment to providing unknown immersive experiences through artists, content, and diverse services, creating a place where everyone can discover new preferences and worlds, and continuously creating evolved experiences by staying ahead of changing times and generations. The previous mission, "We believe in Music," will now be inherited by HYBE's music business division and will serve as a guideline to strengthen the essence and value of the music industry. In conjunction, the vision, which indicates the company's goals and business policies for achieving the mission, has also been refreshed. The new vision explicitly states "TECHNOLOGY" and is defined as "GLOBAL ENTERTAINMENT LIFESTYLE PLATFORM COMPANY BASED ON MUSIC AND TECHNOLOGY." HYBE will continue to aim to be an entertainment lifestyle platform company based on music and technology. The new vision, while prioritizing music and fans as its essence, as before, indicates a direction to lead the connection and expansion of experiences through platforms, based on world-class music and content, evolving a fan-centric entertainment lifestyle. In line with the new mission and vision, the usage of CI has also been reviewed. From the traditional format of co-using the wordmark (HYBE), symbol (H), and mission, in the future, only the wordmark and symbol will be the CI, used independently. We are confident that this will improve visibility and more vividly embody HYBE's identity, which continues to expand into diversified business areas beyond music. HYBE Yongsan Headquarters panorama HYBE Yongsan Headquarters front entrance In addition, "HYBE DNA," which represents the human resources HYBE seeks, has also been revised. While maintaining "Passion, Autonomy, Trust" as the HYBE DNA, the direction each value aims for has been redefined more concretely. This brand system refresh embodies the diversified business structure, mid-to-long-term growth strategy, and the direction as a global IP company throughout the brand. In August 2024, HYBE announced its new business strategy "HYBE 2.0" to respond to rapidly changing market environments and exert strong leadership. In this strategy, the business structure is reorganized into three axes: "music," "platforms," and "technology-based future growth businesses." The core contents of the new growth strategy are reflected in the refreshed brand system. HYBE commented, "This brand refresh is not merely a change in slogans or visuals, but a declaration showing the company's direction for future growth. By further expanding fan experiences based on music and technology, and by spreading continuous challenges and their results throughout the industry, we will present the 'Next' in the global entertainment market."