In the ever-evolving landscape of K-pop, Bang Si-hyuk, the visionary behind BTS and founder of HYBE, has his eyes set on reshaping global pop through the debut of a new girl group KATSEYE.
A Global Pop Revolution Rooted in K-pop
KATSEYE is a collaboration between HYBE and Universal Music Group’s IGA (Interscope Geffen A&M), helmed by CEO John Janick. It’s a bold move: transplanting the K-pop idol training system into the heart of the U.S. music industry.
KATSEYE emerged through the audition show “The Debut: Dream Academy,” where 6,000 applicants were narrowed down to just six members from the U.S., Korea, Switzerland, and the Philippines. Their journey was chronicled in the Netflix documentary “Popstar Academy: KATSEYE,” providing a behind-the-scenes look into the rigorous evaluation process based on dance, vocals, concept execution, and team dynamics. Bang Si-hyuk described the initiative as a long-held ambition to build a global group using K-pop’s methodology with multi-national talents.
From Global Auditions to Billboard Charts
The group’s debut in November 2023 with the album “SIS (Soft Is Strong)” saw surprising success in the U.S., selling over 115,000 units. The title track “Touch” gained traction via TikTok choreography challenges and remained on the Billboard Global Songs Chart for 13 consecutive weeks. British outlet NME included the song in its “Top 50 Songs of 2024,” ranking it at No. 43. Though the group peaked at No. 119 on the Billboard 200, Bang Si-hyuk viewed it as a powerful validation that an idol model still has room to thrive in Western markets.
Their latest release, “Gnarly”, marked a stylistic shift toward hyper-pop, receiving mixed initial feedback for its lyrics and tone. Some criticized the song for sounding immature, while others called it “genius-level postmodern pop.” Despite the polarized reception, the group’s energy and stage presence quickly won over doubters. W magazine’s Kyle Munzenrieder praised them as “rookies who evolved into pop agenda-setters within days.”
HYBE‘s Bold Leap Into the Western Market
Bang Si-hyuk‘s long-term goal is becoming clear: to transition HYBE from a K-pop agency into a global music powerhouse, untethered from the limits of genre or origin. This is symbolized in photos showing Bang Si-hyuk with HYBE artists like LE SSERAFIM, ILLIT, and KATSEYE captioned “United!”—a declaration of shared ambition across borders and languages.
KATSEYE‘s name itself subtly reflects this mission: retaining the “K” from K-pop while stepping boldly into global markets. KATSEYE’s name itself subtly reflects this mission: retaining the “K” from K-pop while stepping boldly into global markets. Even the fanbase name, EYEKONS, keeps that nod to Korean roots. Bang Si-hyuk summed it up best himself: “We’re expanding like an American company—catalogs, labels… I don’t even know if we’ll still call it K-pop.” KATSEYE isn’t just a girl group; they are a glimpse into HYBE‘s global future.
