The growth of KATSEYE, the girl group jointly launched by HYBE and Geffen Records, demonstrates that Chairman Bang Si Hyuk’s innovative blueprint for creating global pop stars remains as impactful as ever, according to Bloomberg.
Nearly two years ago, six young women—Daniela, Lara, Manon, Megan, Sophia, and Yoonchae—stood in tears of joy on the finale stage of the global audition program 'The Debut: Dream Academy', which drew 120,000 applicants. Today, they are celebrated as KATSEYE, winners of the PUSH Performance of the Year trophy at the 2025 MTV Video Music Awards.
At the awards ceremony pre-show, watched by hundreds of thousands on YouTube, KATSEYE proved their star power with a commanding stage. Their strong vocals, dynamic performances, and expressive artistry captivated the crowd, who sang along and mimicked the signature moves of tracks “Gnarly” and “Gabriela.” The moment illustrated how the group earned the title of “next-generation pop icons” and why their songs continue to chart globally.
Their second EP Beautiful Chaos reached No. 4 on the Billboard 200, with “Gabriela” climbing to No. 63 on the Hot 100 (Sept. 6), a career high. Alongside “Gnarly,” both tracks re-entered the main song chart. With over 29.29 million monthly Spotify listeners (Aug. 14–Sept. 10), KATSEYE has reached superstar-level streaming figures—an exceptional feat months after release.
On stage, their presence is even more striking. At Lollapalooza Chicago in August, they performed before more than 420,000 fans (including livestream viewers). Their 16-date North American tour this November has already sold out, further proving their ticket power.
KATSEYE has also expanded into fashion. Their Better in Denim campaign with GAP went viral, amassing 8 billion impressions and 400 million views as of Aug. 28, even appearing in GAP’s Q2 earnings report. CEO Richard Dickson noted that KATSEYE’s impact extended beyond views, sparking cultural participation on a global scale.
Their achievements embody HYBE’s multi-home, multi-genre strategy spearheaded by Bang Si Hyuk—exporting the K-pop system abroad to nurture local talent and represent diversity and inclusivity. As Bang himself has said, the vision is to “expand the boundaries of K-pop and ensure its longevity.”
International outlets have echoed this view. Collider praised KATSEYE as “an almost perfect girl group that conquered both pop and the internet,” highlighting the fusion of K-pop and Western music. The Associated Press noted their unique diversity compared to other pop groups, calling HYBE and Geffen’s experiment “an overwhelming success.” Music magazine The Fader emphasized the rigorous two-year training process behind their polished performances, underscoring the power of the K-pop system.
HYBE is pressing forward with new projects, including World Scout: The Final Piece with Geffen in Japan next spring, a Latin American boy group project Santos Bravos, and expansion into India. Meanwhile, HYBE Japan’s &TEAM will debut in Korea this October.
KATSEYE’s success is seen as proof of HYBE’s effective global strategy—securing footholds in key markets, developing global talent, and extending the influence of music beyond K-pop into global pop IPs. This model not only strengthens HYBE but also offers a breakthrough for the broader K-pop industry.
SEE ALSO: KATSEYE wins ‘Push Performance of the Year’ at MTV VMA
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