TUIDE Debuts As HYBE Newest Girl Group Under ABD Label
HYBE has officially launched TUIDE, a new seven-member girl group under its dedicated ABD sub-label, with their debut EP TUNE & PLAY.
K-pop giant HYBE has expanded its roster with the introduction of its newest girl group, TUIDE. Pronounced like the fabric, the seven-member septet arrives as the inaugural act launched under ABD, a newly established sub-label dedicated specifically to girl group production according to reporting from Mega Asia.
The group’s moniker derives from the guiding vision to "Tune the tide." According to MEGA Asia, the phrase reflects an ambition to harmonize the distinct personas of all seven members into a singular, cohesive creative output.
Media additions
Origins and Label Structure
All members trained under Pledis Entertainment, the agency best known for managing the boy group SEVENTEEN. Although fans initially anticipated the trainees would debut directly under Pledis, plans shifted when HYBE created the ABD subsidiary in May 2026. ABD operates under both Pledis and HYBE, with the label name inspired by an intentional creative trajectory that moves from A to B then D rather than following a standard B to C progression.
Pledis founder Han Sung-soo serves as TUIDE’s executive producer, overseeing the group's concepts, music, and performances. Meanwhile, Jiwon No acts as president of ABD, which is formally styled as A Bold Dream.
Members and Global Background
The lineup features seven members ranging in age from 15 to 19 years old. The roster includes Seohee serving as leader, alongside Seoyeon, Elena, Jia, Saki, Seah, and Yi Hani as the group's youngest member. Reflecting the increasing international reach of modern groups, the members hail from diverse backgrounds:
- Seohee: Korean
- Seoyeon: Korean
- Elena: American
- Jia: Korean-American
- Saki: Japanese
- Seah: Korean
- Yi Hani: Korean-British
Among the lineup, Seoyeon drew immediate industry attention prior to debut as the younger sister of Jihyo from the prominent JYP Entertainment girl group TWICE. According to The Korea Times, Seoyeon reported receiving encouraging guidance from her sister regarding the endurance required for a shared career.
Musical Direction and Debut EP
TUIDE officially entered the music scene on Monday, 24 August 2026, with the release of their debut EP, TUNE & PLAY. The group held a media showcase for the album at YES24 Live Hall in Seoul's Gwangjin District, according to The Korea Times. The five-track project showcases a signature style the members define as "soultronic," blending soul warmth with electronic polish while moving through R&B, house, and U.K. Garage influences.
The lead single, "Sun Kiss," emphasizes self-confidence and trusting personal instincts. The EP also features production work from the hip-hop duo GroovyRoom, alongside tracks such as "ABD," "Echo" (which interpolates Janet Jackson's 2001 single "All for You"), "Flip-Flop Girl," and the pre-release track "GRLS."
Promotional Rollout and Next Steps
The debut is supported by a large-scale promotional campaign in Seoul. Timed to the album's release, the music video for "Sun Kiss" runs on the outdoor media facade at Shinsegae Square in the central Myeong-dong shopping district through Thursday, 25 September 2026, alongside in-store announcements recorded by the members.
As the group settles into its initial promotion cycle, the members are balancing intensive schedules with off-stage bonding activities, including crafts, origami, and beadwork. Looking ahead, TUIDE aims to establish its presence across upcoming end-of-year music awards shows and secure recognition as a top rookie act.
