As the rookie girl group Tuide prepares for its highly anticipated debut with the EP “Tune & Play,” the agency didn’t simply assign them to an existing subsidiary like Pledis. Instead, HYBE created a brand-new independent label: ABD (A Bold Dream).

Who is TUIDE?

Before diving into the business side, let's talk about the group itself. Tuide is a multinational 7-member girl group featuring young talents born between 2006 and 2011. Among the lineup is Seoyeon, widely noted by fans as the sister of TWICE’s Jihyo, instantly driving massive attention. 

Backed by a fresh, house-oriented musical direction and vibrant visual identity, the group has already captured insane pre-debut traction—hitting 1 million followers on TikTok in just six days.

Why not Pledis?

According to The Korea Times, industry observers have questioned why Tuide wasn't launched directly through Pledis Entertainment, given that veteran producer Han Sung-soo — the mastermind behind SEVENTEEN, TWS, After School and IZ*ONE — is at the helm of the project. The twist? On paper, it did stay in the family: ABD, whose name stands for "A Bold Dream," is structurally a Pledis subsidiary, 85% owned by Pledis and 15% by Han Sung-soo himself. 

What changes is the operational setup. Rather than folding Tuide into Pledis's existing roster alongside SEVENTEEN and TWS, HYBE built ABD as a standalone production environment — its own team, its own creative direction, its own identity focused exclusively on girl groups. It's less "avoiding Pledis" and more "giving Han Sung-soo a blank page," free from the administrative weight of an established multi-group house.

Is creating a custom label for every major rookie group a sustainable masterstroke, or an unnecessary complication? 

What are your thoughts on HYBE's strategy? 
Let us know in the comments below, and stay tuned to our web radio for Tuide's first tracks as soon as they drop!