TUIDE
The first group of HYBE's new label ABD comes with its own word for its sound. TUIDE call their music soultronic: soul and R&B grooves over house and UK garage, produced by GroovyRoom. At their debut showcase they said they hoped for a rookie award, and their first trophy came less than three months later.
Where to start
The debut single, bright and built on a groove. The video was filmed in Iceland.
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A new label inside HYBE
TUIDE are the first group of ABD, a label inside HYBE that is led by Han Sung-soo. He founded Pledis Entertainment, the home of SEVENTEEN and TWS. HYBE had not launched a girl group in Korea since ILLIT in March 2024, so the seven members arrived to a lot of attention: Seohee, Seoyeon, Elena, Jia, Saki, Seah and Yi Hani.
Tune the tide
The name is short for "Tune the Tide". The members say they want to steer the current themselves. For their music they use a word of their own, soultronic: the warmth of soul with the polish of electronic music. On the debut mini album that means R&B, house and UK garage side by side, all of it produced by GroovyRoom.
Sun on an Icelandic road
TUNE & PLAY came out on 24 August 2026 with five tracks. "SUN KISS" is the single, with a video filmed in Iceland. "GRLS" had come out earlier, and "Echo" borrows from Janet Jackson's "All for You". For a month the video played on the media wall of the Shinsegae department store in Myeong-dong. One member drew extra headlines: Seoyeon is the younger sister of Jihyo of TWICE, who told her she would soon see her members more than her family.
Where they are now
At the debut showcase Jia named two goals: that people remember the name TUIDE, and a rookie award before the year was over. On 7 November 2026 the group won IS Rising Star at the Korea Grand Music Awards, their first trophy. A fan club name has not been announced in our sources.