Hybe, the company behind K-pop sensation BTS, has revealed its new business strategy, "Hybe 2.0," with a focus on securing a dominant position in the global K-pop scene and emphasizing its commitment to fans. The strategy, announced through a letter to shareholders, has been in the works since the latter half of last year and aims to ensure long-term competitiveness. Hybe's new CEO Lee Jae-sang highlighted the company's focus on nurturing future growth businesses in music, platforms, and technology, with an emphasis on solidifying its leading position in the evolving 'super fan' market and securing long-term growth through tech-based initiatives. Formerly known as Big Hit Entertainment, Hybe has achieved significant sales growth and aims to maintain its market-leading position by upgrading its music sector, enhancing its platform, and expanding its tech-based initiatives. The company also plans to establish Hybe Music Group APAC to oversee multi-label operations in Korea and Japan, strengthen its presence in the Asia-Pacific region, and drive further growth and innovation. Additionally, Hybe aims to implement strategies to dominate regional markets and attract new fan bases globally, including launching a label service in the US and enhancing its global fandom platform, Weverse, to enrich the fan experience and solidify its position as a global superfan platform. Overall, Hybe's strategy realignment focuses on evolving from a label-solution-platform model to a music-platform-tech framework, emphasizing content quality, fan experience innovation, and the integration of advanced technologies with entertainment content to create new opportunities for growth and innovation.