JYP Entertainment, the South Korean K-pop agency renowned for managing global sensations like Stray Kids, TWICE, and ITZY, is reportedly preparing to establish an office in India, according to an industry source. This move positions JYP as potentially the second major K-pop label to expand into the Indian market, following HYBE's Mumbai launch in September.

An industry insider revealed to The Korea Herald on Wednesday that "JYP Entertainment is preparing to open its office in India to target the local music market". While the exact location and timeline are yet to be determined, the source suggests that the timing is opportune, given the increasing popularity of K-pop among younger generations in India. When contacted for comment, JYP Entertainment stated they were unaware of the matter. Currently, JYP Entertainment operates overseas branches in the United States, Japan, and China; an Indian office would mark its fourth international expansion.

HYBE, the entertainment powerhouse behind BTS, established its Indian office, HYBE India, in Mumbai in September. This marked the company's fifth global headquarters, following those in Japan, the US, Latin America, and China. HYBE's move to establish a presence in Mumbai, the hub of India's entertainment industry, underscored the company's commitment to developing region-specific content and capitalizing on India's burgeoning music streaming market.

India, with a population of approximately 1.46 billion, has emerged as a promising market for K-pop, offering a viable alternative to China in the broader Asian market. The country boasts 185 million music streaming users, making it the second-largest base globally after the United States. The popularity of K-pop in India has surged, with streaming numbers rising sharply in recent years.

Following HYBE's lead, other Korean entertainment companies are also considering expanding into India. G-Dragon's agency, Galaxy Corp, has expressed interest in exploring opportunities in the region, including potential partnerships and concerts.

Industry experts believe that the entry of major K-pop labels into India could lead to increased local promotions, deeper fan engagement, and potential collaborations between Indian musicians and K-pop producers. Furthermore, it could pave the way for scouting programs to identify Indian talent and diversify the artist pipelines of global agencies.

HYBE India aims to discover local talent through nationwide auditions and nurture them using a training system tailored to the Indian market. The company's mission, "Where voices of India become global stories," highlights its commitment to connecting the Indian market with the global music scene.

For JYP Entertainment, expanding into India represents more than just market entry; it is a long-term strategy to influence the future of K-pop's global expansion, positioning India as a key player.