HYBE's Japan-based K-pop boy band &TEAM officially launched their South Korean debut on Tuesday, marking a strategic milestone in their quest for global expansion. The nine-member group held a media showcase in Seoul to promote their first Korean-language EP titled "Back to Life," representing their initial formal album promotion in Korea after three years of successful activities in Japan.
The group was originally formed under HYBE's Japanese subsidiary YX Labels through an audition program in 2022. Since then, they have built a solid fanbase in Japan before deciding to enter the highly competitive Korean K-pop market. This move represents a reverse strategy compared to most K-pop groups, which typically debut in Korea before expanding internationally.
"Our debut in Korea is a new beginning and a challenge for us," member Yuma explained during the showcase event. "We want to show our unique color and identity on the main stage of K-pop, which is Korea. This debut is the first step toward reaching a broader audience." The group views their Korean debut as essential for achieving their ultimate goal of global recognition.
The new EP "Back to Life" serves as a comprehensive reflection of the group's three-year journey and their determination to reach the next level in their careers. "It's an album that embodies the teamwork and growth we've built up over three years," member Maki explained to the gathered media. "As the title suggests, it represents our resolve to face new challenges with renewed energy."
The six-track album features the lead single "Back to Life" alongside additional songs including "Lunatic," "Mismatch," and "Rush." The title track is characterized as a rock-hip-hop fusion that delivers rough and intense energy. According to the band members, the lyrics convey strong determination and positive energy as they pursue their dreams on a larger stage.
Preparing for their Korean debut presented unique challenges for the predominantly non-Korean group. With the exception of Korean member EJ, all &TEAM members are from other countries, requiring intensive Korean language study to connect authentically with local fans. "All nine of us studied hard, but we're still worried about whether we can fully express our feelings in Korean," member Harua honestly admitted during the showcase.
The group expressed particular excitement about experiencing distinctly Korean aspects of music promotion, including detailed fancam videos that capture individual member performances and the popular "ending fairy" moments that conclude televised music show performances. These elements represent integral parts of Korean K-pop culture that differ from Japanese promotion styles.
When asked about &TEAM's distinguishing characteristics compared to other K-pop boy groups, member Fuma emphasized their exceptional unity and teamwork. "Our greatest strength is our teamwork. Although we all have different personalities and talents, we want to clearly show the public the teamwork that makes us one when we stand on stage," he stated.
Looking toward the future, &TEAM has ambitious plans for worldwide expansion following their Korean debut. "After succeeding with our Korean debut, we want to meet fans all over the world through a global tour," Maki shared, revealing the group's international aspirations. "My personal dream is to perform at Lollapalooza," he added, highlighting their desire to reach major international music festivals and venues beyond the K-pop sphere.
