HYBE Labels Japan has rebranded to YX Labels, the agency confirmed on February 14 KST.
The new name conveys the agency's endeavors to establish a new "axis" in the Japanese popular music industry. The "Y" stands for "You" and "Youth", while the "X" stands for "eXtreme" and "eXcellence".
The agency's rebranding comes as a part of HYBE's 'HYBE 2.0' strategy, aimed at simultaneously enhancing and localizing its multi-label system.
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