The global architecture of modern K-pop has expanded its geographic reach once again. Entertainment powerhouse HYBE, the parent company behind BTS, has officially launched its new seven-member girl group, TUIDE.
The debut marks a major historical milestone for the industry, introducing fifteen-year-old Yi Hani as the first South Korean-British idol to debut under the agency’s banner. Releasing their first mini-album, Tune & Play, led by the title track “Sun Kiss”, the group represents the inaugural project from HYBE’s newly established girl group-focused sub-label, ABD.
From London Stages to Seoul Training Rooms
For Yi Hani, the journey into the Seoul pop industry began with an early obsession with musical performance. Growing up between the United Kingdom and South Korea, she sought out every opportunity to sing before securing an audition with HYBE.
“Ever since I was little, I’ve loved music so, so, so much and loved performing on stage,” Yi Hani explained. “Whenever I had the chance, at school or outside of school, I would always volunteer to be onstage. Naturally, growing up around music and holding onto my love of it, becoming a singer and performer came naturally. When I came in and met all these wonderful girls and started practicing with them, I really felt this is what I’ve been waiting for. It’s a really dream come true.”
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The group—comprising members Seohee, Seoyeon, Elena, Jia, Saki, SEAH, and Yi Hani, with ages ranging from fifteen to nineteen—prepared extensively behind closed doors. Training periods among the members ranged from eight months to over four and a half years before they took to the stage for a private preview showcase titled Playground in Seoul.
Recalling the sensation of performing before a live crowd ahead of the official launch, Yi Hani noted that the stage confirmed their readiness. “When I was performing on stage with all my wonderful members, I really felt like we are so ready to begin. We are super duper ready,” she shared. “We all have a mix of excitement, joy, gratefulness and overall nerves and butterflies in our stomachs. But overall it’s a good feeling. It’s good butterflies, good nerves.”
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Introducing the Soultronic Sound
TUIDE, whose name draws from the concept of tuning the tide, is positioning itself around a specific sonic identity dubbed “Soultronic.” Developed in the studio alongside veteran executive producer Sung Soo Han of Pledis Entertainment and renowned Korean production duo GroovyRoom, the musical direction bridges two distinct sonic worlds.
“For our first EP, Tune & Play, we have set on the sound called soultronic,” Yi Hani explained. “It’s a style that mixes groovy, warm R&B soul vocals with energetic and uplifting electronic music. The contrast and the blended sound of those two music elements is the key thing you should look out for in our first EP.”
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ABD label head Jiwon No, who previously directed artist planning for global groups such as SEVENTEEN and TWS, has structured the project to appeal directly to international audiences. The five-track debut combines individual vocal expression with sharp electronic rhythms, aiming to stand out within a crowded international marketplace.
A New Chapter for Global Idol Representation
Yi Hani’s debut arrives at a moment of rapid internationalisation for South Korean music agencies. While HYBE previously launched multinational Western projects, introducing a British-Korean idol into a flagship domestic roster reflects the increasingly porous borders of the Seoul music scene.
Her bandmates credit their open internal culture for helping the group navigate the intense pressure of a major label debut. Member Seohee emphasized that regular, transparent discussions helped the seven members build a unified foundation before stepping in front of cameras.
With Tune & Play now available across global streaming platforms, TUIDE steps directly into the spotlight, bringing a fresh, cross-continental perspective to modern pop performance.
