[DigitalToday reporter Ho-jeong Lee (이호정)] HYBE is building a new brand system that applies technology to the essence of the music industry to expand fan experiences and speed up its new growth strategy.

HYBE said on May 13 it revamped its mission, vision and corporate identity (CI) to reflect its expanded business structure and mid- to long-term growth strategy.

It set its new mission as "DISCOVER A NEW UNIVERSE, UNLOCK AN IMMERSIVE JOURNEY". It means it will provide unprecedented immersive moments through artists and content. Its existing mission, "We believe in Music", will be carried on by HYBE's music business division and used as a benchmark to strengthen its essence and values.

It set its new vision as "GLOBAL ENTERTAINMENT LIFESTYLE PLATFORM COMPANY BASED ON MUSIC AND TECHNOLOGY". Unlike its existing vision, it explicitly specifies "TECHNOLOGY". It outlines a direction to put its essence of music and fans first while using technology to expand the boundaries of fan experiences and innovate the industry.

In line with the new mission and vision, it also changed how it uses its CI. Instead of listing the wordmark, symbol and mission together, it will use only the wordmark and symbol separately to enhance visual simplicity and symbolism. It also made its talent model, "HYBE DNA", more specific by detailing the direction of core values such as passion, autonomy and trust, and renewed its official website to match the changed identity.

The revamp is an extension of its new growth strategy, "HYBE 2.0", announced in August 2024. At the time, HYBE reorganised its business structure into three pillars: music, platform and technology-based future growth areas.

A HYBE official said the brand revamp was a declaration of the company's direction for new growth rather than a simple replacement of visuals. The official said HYBE will expand the boundaries of fan experiences based on music and technology, continue new attempts and spread the results across the industry to present the next stage of the global entertainment market.