A key part of the strategy for HYBE’s global expansion is to bring to the world the “K-pop methodology” that made global superstars out of such groups as BTS, Seventeen and Enhyphen.
That method, developed by HYBE founder and Chairman Bang Si-Hyuk, involves winnowing down a field of contestants through a process of rigorous training and image-building, which these days is often filmed as part of a reality show that itself serves as a marketing vehicle to introduce the group members to the public and hype up the act ahead of its debut.
Now, for the first time, HYBE is bringing the K-pop method to its Latin music division. HYBE Latin America announced on Wednesday (July 9) the launch of SANTOS BRAVOS – the name of a new project to develop a Latin boy group, as well as the name of the group itself.
Sixteen aspiring pop stars, ranging in age from 15 to 25 and hailing from Argentina, Brazil, Colombia, Mexico, Peru, Spain, Venezuela and the US, will face off for five spots in SANTOS BRAVOS. As recently as last month, HYBE said it had 300 applicants for the band. It’s one of three projects HYBE is planning in the Latin American market.
Starting this August, the 16 SANTOS BRAVOS finalists will take part in what HYBE calls a “creative boot camp designed to challenge and refine their musical, emotional, and performance abilities.”
The whole thing will be captured in an “interactive, digital-first experience, as well as in long-form episodes that offer an intimate window into the process,” HYBE said. No word yet on where the show will air, but it’s a good bet it will be available on the HYBE-owned Weverse superfan platform.
“Our goal is not just to create a group, but to guide young Latin artists through a real transformation — artistically and personally,” Bang Si-Hyuk said in a statement.
“SANTOS BRAVOS is about authenticity, emotion, and connection.”
HYBE has lined up a superstar crew to guide the process, with American filmmaker Kenny Ortega, best known for the High School Musical trilogy, as Creative Director; Israeli songwriter and producer Johnny Goldstein (Shakira, Daddy Yankee) as Music Producer; artist developer RAab Stevenson (Justin Timberlake, Rihanna, SZA) as Vocal Coach; and renowned documentary writer/director Jaime Escallón (The X Factor, Survivor) as showrunner.
“Our goal is not just to create a group, but to guide young Latin artists through a real transformation — artistically and personally.”
Bang Si-Hyuk, HYBE
The training and elimination process begins in August at the “brick building” in Mexico City’s Parque Bicentenario, which, starting on July 17, will also be the site of HYBE Latin America’s first-ever interactive experience, for those wanting a sneak peek at SANTOS BRAVOS’ aspirants and an inside look at HYBE’s methodology.
The interactive show will feature installations featuring SANTOS BRAVOS as well as other HYBE artists, and will also serve as a venue for special events, concerts, fireside chats and interactive activations, HYBE said. Access to the experience will be available through Weverse or through SANTOS BRAVOS’ official landing page.
HYBE has made no secret of the fact it wants to change fan culture in US and Latin music, with CEO Jason Jaesang Lee telling listeners on an earnings call last year the company wants to “revitalize the enthusiastic fandom culture that sort of disappeared in the US after the 1990s.”
To that end, the South Korean entertainment giant teamed up with Universal Music Group’s Geffen Records in 2021 to launch a global girl group. In 2024, after more than 120,000 applications and a rigorous competition among 20 finalists, HYBE and Geffen debuted KATSEYE.
Now the hunt is on for HYBE’s first global boy group, with the company’s US division, HYBE America, teaming up with artist/producer Ryan Tedder earlier this year to launch the search.
And HYBE’s plans don’t end there. Earlier this month, the company confirmed to MBW it plans to expand into India in the second half of 2025 – making it a good bet that the K-pop methodology will be coming to the burgeoning South Asian music scene soon.
