ABD, HYBE's newly launched girl group label, has made its first public move – and it's a considered one. Six short films are now live, offering an early glimpse at a handful of members from the label's upcoming debut group while establishing the visual and tonal language ABD intends to build around them.

The films are light on information and heavy on atmosphere. Three girls move freely, their shoes embossed with the letters A, B, and D, each step leaving coloured imprints like stamps across the ground. Voices shouting "ABD" travel through vivid pipelines. There's a looseness to it – playfully curious, vividly quirky, and confident in a way that doesn't feel accidental.

That sensibility carries through to the label's official website, which launched alongside the films at abolddream.com. Inflated, balloon-like letters spell out the label's name on the homepage – almost toy-like. An illustrated cursor, and a mini-game built around inflating and popping balloons complete the picture. The site launches in Korean, English, Japanese, Chinese, and Spanish – a five-market opening that makes clear ABD is already thinking globally. The design philosophy running through all of it is consistent: a refusal to default to the expected.

The label's name encodes that directly. The slogan "A Bold Dream" skips C entirely – going from A and B straight to D – as a statement about rejecting convention in favour of something less predictable. Whether that translates into the music and performance when the group actually debuts is another matter, but as an opening statement of intent, it's coherent.

ABD was established as part of HYBE's multi-label strategy, with a specific focus on girl group production. Producer Sung Soo Han, whose credits include SEVENTEEN, After School, IZ*ONE, and TWS, is overseeing the group's music, concept, and performance. The debut remains on track for the second half of 2026.