HYBE launches new Japanese label called Naeco

Japanese actor Yurina Hirate [NAECO]

HYBE announced Wednesday that it launched a Japanese label called Naeco. Naeco will operate under HYBE Japan.

Naeco introduced Yurina Hirate, a rising Japanese actor, as the label’s first artist on its official social media channel. Hirate began her career by debuting as a member of Japanese girl group Keyakizaka46. She is known to Koreans for her role in the Japanese remake of the hit Korean drama series “Itaewon Class" (2020).

She will be included in HYBE’s fan community Weverse to communicate with her international fans.

According to HYBE, the name of the Japanese label Naeco is the word ocean backwards. It showcases their vision where artists within HYBE and Naeco continue to strive forward endlessly without settling down.

“Following the successful debut of Japanese Idol group &TEAM, we have created Naeco to find talented artists within Japan to train them to be successful artists,” said Han Hyun-rok, CEO of HYBE Japan. “Our goal is to solidify the groundwork for the grand expansion of the company, surpassing the current boundaries of the entertainment industry.”

BY YIM SEUNG-HYE [yim.seunghye@joongang.co.kr]