The company HYBE has launched a new label ABD, short for A Bold Dream. The newly established label ABD will focus exclusively on girl group development, under HYBE Music Group APAC. People are expecting their first group to debut late in 2026. After the massive success surrounding other labels, HYBE wanted a “fresh start” with a brand-new name.
While the public announcement took place on May 8, 2026, HYBE actually started building it back in late 2025. They created the label to manage the many talented female artists who didn’t fit the existing labels like ADOR or Source Music.
What really grabbed people’s attention was the name behind this project. Producer Han Sung soo will oversee the overall production of the label’s first group, including its music, concept, and performance. Since Han Sung soo played a big role in the success of groups like SEVENTEEN, After School, IZ*ONE, and TWS. People are already having high expectations for the new girl group’s 2026 debut.
HYBE says ABD was developed to explore new concepts, bold fashion, and unique ideas, which fit well into its broader multi-label strategy. Practically, this shows the company is continuing to debut more girl groups in the future.
No Ji-won is the newly appointed CEO of ABD. He has experience at Pledis and MoreVision and will handle the management side and help build the label’s foundation. Industry insiders believe ABD was created so Pledis Entertainment can stay focused on boy groups like SEVENTEEN and TWS. HYBE keeps its different brands clear and organized by moving Han Sung-soo’s work with girl groups to this new label
Is ABD the new ADOR?
ABD is not officially ADOR. But people are making the comparison. Because just like ADOR was in the beginning, ABD is being launched as a unique label with its own very clear style. For now, the difference is that ABD is being positioned from the start as a girl group label with Han Sung soo as its main creative force.
Some fans are genuinely excited by the idea of a “Han Sung-soo girl group,” especially those who liked the performance and heavy style associated with IZ*ONE and SEVENTEEN. But others are more suspicious. Posts on online communities have raised concerns about market oversaturation, internal competition, and whether HYBE is debuting too many groups very quickly.
