SEOUL, May 14 — South Korean entertainment company HYBE has unveiled a revamped corporate branding system centred on music, technology and fan experiences as part of its long-term growth strategy.

According to The Korea Herald, HYBE said on Wednesday the update includes a new mission, vision and corporate identity reflecting its expansion into broader entertainment services.

The company introduced its new mission statement, “Discover a new universe, unlock an immersive journey,” saying it reflects its goal of delivering immersive experiences through artists, content and services while helping audiences explore new entertainment worlds.

HYBE said its previous mission, “We believe in Music,” will continue to be used by its music divisions as a core guiding principle.

The firm also announced a revised vision statement, “Global entertainment lifestyle platform company based on music and technology,” placing stronger emphasis on technology as it seeks to expand fan experiences through digital capabilities.

It added that the vision reflects its strategy of building connected entertainment platforms based on music and content, while evolving into a fan-focused lifestyle company.

As part of the rebrand, HYBE will simplify its corporate identity usage, now displaying only its wordmark and logo symbol instead of combining them with its mission statement.

The company said the change is intended to strengthen brand recognition and better reflect its expansion beyond music. 

The updated identity has already been applied at its headquarters in Yongsan, Seoul.

The overhaul aligns with HYBE’s “HYBE 2.0” strategy announced in August 2024, which reorganised the company around music, platforms and technology-based future growth businesses.

“This brand renewal is not simply a change of slogans or visuals, but a declaration of the company’s direction for future growth,” HYBE said. 

“Based on music and technology, we will continue expanding the boundaries of fan experiences and pursue new attempts to present the next phase of the global entertainment market.”