HYBE has officially introduced its newest girl group, TUIDE, confirming that the seven-member act will make its debut on August 24 with its first EP, TUNE & PLAY.

The announcement marks the launch of ABD, HYBE MUSIC GROUP’s new label dedicated to girl group production, with TUIDE becoming its inaugural artist. Alongside the announcement, the agency unveiled introduction visuals across the group’s official social media channels, offering fans their first full look at members SEOHEE, SEOYEON, ELENA, JIA, SAKI, SEAH, and YI HANI.

A group built around global identities

TUIDE’s name is derived from the phrase “Tune the Tide,” reflecting the group’s ambition to bring together different cultures, experiences and musical influences into a shared creative language.

The members, all in their teens, come from diverse backgrounds spanning South Korea, Japan, the United States and the United Kingdom, a multicultural identity that is woven into the group’s debut concept.

According to HYBE, TUNE & PLAY represents the idea of tuning different musical languages into one cohesive rhythm while celebrating the joy of music. The EP combines seven distinct personalities and artistic colours, aiming to create a fresh sound that resonates across generations and borders.

More from Lifestyle

The members of the new global girl group TUIDE. (Image- HYBE)

Introduction film hints at multilingual concept

Alongside the debut announcement, TUIDE released its introduction film, Introductions: WE TUIDE, offering a glimpse into the group’s youthful energy and artistic direction.

Set against a colourful backdrop featuring the group’s vibrant logo, the visual showcases the members’ individual styles and confident personalities. Accompanied by an upbeat soundtrack, the film seamlessly blends Korean, English, Japanese and French, teasing the multilingual approach that could become one of the group’s defining characteristics.

Fans already got an early preview

Before their official debut, TUIDE gave select audiences an exclusive first look through TUIDE EXCLUSIVE PREVIEW [PLAYGROUND], held on August 1 and 2.

During the showcase, the septet performed all five tracks from their upcoming EP live, giving fans an early taste of their vocals, choreography and stage presence. The preview generated buzz for the newcomers, with HYBE positioning the performances as an introduction to the group’s artistic identity ahead of its official launch.

HYBE’s next global bet

With the success of several internationally recognised K-pop acts under its umbrella, HYBE is now betting on TUIDE to become its next global breakout group.

Blending multicultural influences, multilingual storytelling and youthful energy, the seven-member act hopes to carve out its own identity in an increasingly competitive K-pop landscape when TUNE & PLAY arrives later this month.