HYBE’s 1st Latin boy band SANTOS BRAVOS lands in Seoul as K-pop expands global push

A Latin boy band appearing at HYBE Labels headquarters in the heart of Seoul would have seemed unlikely not long ago. For SANTOS BRAVOS, the moment underscores the company’s effort to expand the K-pop production model beyond Korea. The five-member group held a media event Friday at the label’s Yongsan headquarters, introducing itself to Korean press for the first time since debut. The appearance brings the act into the center of the Korean entertainment giant that created it, highlighting the company’s push to build regionally rooted groups beyond K-pop’s home. SANTOS BRAVOS debuted in October 2025 as HYBE’s first boy band under its Latin American branch, formed through a survival program that drew trainees from across Latin America, the United States and Europe. Comprising members from different backgrounds — Mexican-American Drew, Alejandro from Peru, Gabi from Puerto Rico, Kaue from Brazil and Kenneth from Mexico — the final lineup reflects a strategy aimed at building a pan-Latin identity. The group first gained attention through its debut showcase at Mexico City’s Au

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