HYBE Bets on King, TXT and Festival Format to Win Over Indian Music Fans

HYBE is making a strategic move to capture the Indian music market by collaborating with both local and K-pop artists. The company will host the Weverse Con Festival in New Delhi on March 27-28, 2027, featuring a mix of performances from groups like Tomorrow X Together (TXT) and local talents such as rapper King.

This festival marks a significant shift from HYBE's previous approach of solo K-pop concerts in South Korea. By adopting a multi-artist format, the company aims to appeal to a broader audience, combining the allure of K-pop with the vibrancy of Indian music.

An official from HYBE India stated, "We will maximize our global concert planning to create performances that blend Korean and Indian music, allowing fans to share in the excitement." The lineup will include not only K-pop groups but also local artists, enhancing the festival's appeal.

Critics believe this strategy reduces financial risks while expanding the audience base. Indian culture critic Reeti Roy noted that artists like King can attract diverse crowds, making the festival a potential hit among various music fans. The inclusion of local artists alongside K-pop stars is expected to draw interest beyond the established K-pop fandom.