HYBE Launches New Girl Group TUIDE: Official Social Media Accounts Now Live

HYBE announced the launch of ABD, a new sub-label dedicated exclusively to girl group production, on May 8, 2026, marking the company’s first venture into a female-artist-only imprint. The inaugural group under ABD is scheduled to debut in the second half of 2026, with four confirmed members already revealed through official teasers released on May 26, 2026. Industry observers and fan communities have begun circulating the rumored name “TUIDE” for the group, though HYBE and PLEDIS Entertainment have not officially confirmed the name or the launch of dedicated social media accounts.

ABD Label Represents Strategic Shift in HYBE’s Girl Group Development

The creation of ABD signals HYBE’s commitment to expanding its female artist roster through a dedicated label structure. Unlike HYBE’s existing girl groups—which operate under different sub-labels like BELIFT LAB (ILLIT) and Source Music (LE SSERAFIM)—ABD functions as the company’s first label with an exclusive focus on developing and debuting girl groups. This structural decision reflects HYBE’s recognition of the competitive landscape in K-pop, where specialized labels have proven effective at cultivating distinct group identities and fan bases.

The ABD girl group is being developed as a six-member global ensemble, with HYBE releasing official teasers for four members on May 26, 2026. The confirmed members include Park Seoyeon, an 18-year-old South Korean trainee; Seohee, a 20-year-old vocalist from South Korea; Misaki, a 17-year-old Japanese member; and Seah, a 15-year-old South Korean trainee. Two additional members remain unconfirmed as of late May 2026, with their identities expected to be revealed closer to the group’s official debut announcement.

Park Seoyeon’s Inclusion Draws Media Spotlight to Upcoming Debut

Park Seoyeon’s participation in the ABD group has generated significant media attention due to her connection to TWICE’s Jihyo, one of K-pop’s most prominent second-generation idols. As Jihyo’s younger sister, Seoyeon brings an established family legacy in the industry, a factor that has intensified public interest in the group’s development and eventual debut. Her trainee journey under HYBE represents a notable moment for the entertainment conglomerate, as sibling debuts across different entertainment companies remain relatively uncommon in K-pop.

The four confirmed members represent a strategic blend of age, experience, and international diversity. The inclusion of Misaki, a Japanese member, aligns with HYBE’s broader strategy of developing globally competitive girl groups capable of appealing to both domestic and international markets. The age range—from 15 to 20 years old—suggests HYBE is positioning the group to target audiences across multiple demographic segments while maintaining visual and vocal cohesion.

Official Naming and Social Media Rollout Remain Pending

Despite widespread circulation of the name “TUIDE” across K-pop fan communities and Korean entertainment media outlets, neither HYBE nor PLEDIS Entertainment has officially confirmed this as the group’s name. Industry sources indicate that the official group name, along with dedicated social media accounts, will be announced closer to the group’s debut date later in 2026. Some K-pop databases and fan wikis have begun referring to the group as “PLEDIS GIRLS,” suggesting that multiple naming conventions are circulating without official verification.

The absence of confirmed social media accounts stands in contrast to the rapid account launches that typically follow HYBE’s girl group reveal announcements. When ILLIT debuted through the survival show R U NEXT in 2023, official social media accounts across Instagram, Twitter, YouTube, TikTok, and Facebook launched within one day of the finale announcement. A similar rollout strategy is anticipated for the ABD group, though the timeline and naming convention remain dependent on HYBE’s official announcement schedule.

HYBE’s Girl Group Strategy Enters New Phase with Dedicated Label Structure

The ABD label launch reflects HYBE’s evolving approach to girl group development and positioning within the crowded K-pop marketplace. By establishing a label dedicated solely to female artists, HYBE creates opportunities for specialized A&R strategies, targeted marketing campaigns, and distinct brand identities separate from the company’s male artist divisions. This structural approach mirrors successful models implemented by other major K-pop agencies, where specialized labels have contributed to sustained commercial success and fanbase loyalty.

HYBE’s previous girl group successes—including ILLIT’s rapid rise following its 2023 debut and LE SSERAFIM’s established position in the market—demonstrate the company’s capability to develop competitive female acts. The ABD label represents an expansion of this capacity, signaling confidence in the company’s ability to manage multiple girl groups simultaneously across different labels and brand identities.

K-Pop Industry Context and HYBE’s Expanding Portfolio

HYBE’s decision to launch a dedicated girl group label arrives during a period of intensified competition among major entertainment companies for dominance in the female idol market. The K-pop industry has witnessed significant growth in girl group debuts, with established companies like SM Entertainment, YG Entertainment, and JYP Entertainment maintaining strong female rosters while newer competitors vie for market share. HYBE’s strategic positioning through ABD reflects the company’s determination to secure sustained relevance in this competitive segment.

The company’s multi-label structure for girl groups—now encompassing BELIFT LAB, Source Music, and ABD—allows HYBE to differentiate its female artists across various market segments and brand aesthetics. This portfolio approach enables the company to target diverse fanbase demographics and maintain multiple revenue streams through distinct girl group properties, a strategy that has proven effective for larger entertainment corporations managing multiple artist rosters.

Upcoming Developments and Timeline to Monitor

The second half of 2026 will prove critical for ABD and the rumored “TUIDE” group, as HYBE is expected to announce the official group name, complete member lineup, debut date, and social media account launches during this period. Industry observers are monitoring whether HYBE will employ a survival show format similar to ILLIT’s R U NEXT or pursue a more traditional pre-debut teaser strategy. The announcement of the two remaining members and their backgrounds will also significantly influence public perception and fanbase formation ahead of the group’s official launch.

The ABD label’s inaugural girl group debut will establish important precedents for the label’s operational structure, marketing approach, and long-term positioning within HYBE’s corporate strategy. As K-pop continues to evolve and global competition for artist talent intensifies, the success of this group will directly impact HYBE’s ability to sustain its leadership position in the industry while establishing ABD as a viable long-term brand within the company’s entertainment portfolio.