On July 20, HYBE unveiled TUIDE, the first group to debut under their new girl group-focused agency, ABD.

In May 2026, HYBE Labels announced the launch of subsidiary ABD, which stands for “A Bold Dream.” The agency, led by PLEDIS Entertainment’s previous Head of Artist Planning Jiwon No, will centre on the production of K-pop girl groups – the first of which has just been announced.

The name TUIDE merges the words “tune” and “tide,” and according to the company, “reflects the ambition to take in the world’s many currents and tune them into new forms of enjoyment.”

Teasers posed on social media reinforce this focus on “enjoyment,” with neon logo motion videos and a bold sans-serif font. Other posts reveal glimpses into the camera rolls of the seven members, with the instruction to follow their accounts before they become private on Tuesday, and a poster advertising an in-person event in Seoul titled “EXCLUSIVE PREVIEW [PLAYGROUND]” has also been uploaded. Both of these place exclusivity as the heart of the group’s pre-debut promotion, with content only accessible by those who stay up-to-date online or are able to attend in person.

TUIDE will consist of seven members, according to new Weverse profiles: Seohee, Seoyeon, Elena, Jia, Saki, Seah and Lee Hani. The group is multi-national, with Japanese member Saki, Korean-American member Elena and Korean-British member Lee Hani. All have been training under PLEDIS and ABD for at least one year. Notably, Park Seoyeon has been recognised online as the youngest sister of TWICE’s leader Park Jihyo, and this has already prompted interest.

ABD’s new girl group, and the establishment of the agency itself, signals recognition of the growing success of K-pop girl groups domestically and internationally. While boy groups still lead sales in countries such as the U.S., groups like LE SSERAFIM and aespa have been climbing the ranks for years, and debuts from KiiiKiii, Hearts2Hearts and ILLIT experienced an instant virality that hasn’t slowed down. A new era for girl groups is on the horizon, and HYBE are adding to their arsenal.

The key at this stage is allowing each group to stand out individually. With Sung Soo Han, the creative behind concepts from artists like SEVENTEEN, TWS, and IZ*ONE, leading TUIDE’s creative production, fans can expect a strong concept to develop over further teasers within the next few weeks ahead of a debut announcement.