Can HYBE's New Girl Group TUIDE Tune the K-Pop Scene? "Our Goal Is Rookie of the Year"

HYBE has a new girl group. TUIDE, a seven-member act and the first artist from HYBE's new girl-group-focused label ABD, made its official debut this week. The group released its first EP, "TUNE & PLAY," on Aug. 24 at 6 p.m. KST.

The members — Seohee, Seoyeon, Elena, Jia, Saki, Seah, and Yi Hani — held a media showcase on Aug. 24 at YES24 Live Hall in Seoul's Gwangjin district to mark the release.

The group's name comes from the phrase "Tune the tide," meaning to adjust a current or flow. The idea is that seven members with different personalities come together to shape one direction. "I want to describe TUIDE with the keyword 'vivid,'" said Seohee. "All seven of us have distinct personalities. TUIDE isn't about merging those personalities into one. It's about bringing them together in harmony."

The debut EP holds five tracks: lead single "SUN KISS," along with "ABD," "Echo," "Flip-Flop Girl," and "GRLS." Producer duo GroovyRoom handled production on every track.

"I grew up listening to GroovyRoom's music, so it was an honor," Seohee said. "They helped us find our own sound freely during production. They told us our vocal tones are all different and distinct, so instead of trying to do something new, the group's charm comes out more when we express ourselves naturally. I felt like that was TUIDE's identity."

TUIDE is the first act from ABD, a new girl-group label under HYBE Music Group. The members started as trainees at PLEDIS Entertainment, the label behind SEVENTEEN and TWS. "ABD was established while we were training, and the seven of us joined together to become TUIDE," Seohee said.

Han Sung-soo, the Master Professional who produced SEVENTEEN and TWS, oversees the group as executive producer. "He told us we need to treat everyone who helps us well and be grateful," Seohee said. "I'm approaching every part of this with that mindset."

HYBE's roster also includes BTS, TOMORROW X TOGETHER, LE SSERAFIM, and ILLIT. Seah said the group has already crossed paths with some of them. "We met several HYBE seniors while filming challenges," she said. "They told us to stay healthy and enjoy every stage."

Seoyeon drew attention even before debut as the younger sister of TWICE's Jihyo. Jihyo passed along advice shaped by her own career. "She told me the members are the people I'll see more than my own family," Seoyeon said. "She said to trust each other, lean on each other, and be each other's support so we can have a good run together."

The group is pitching its sound as its main point of difference. TUIDE calls its style "Soultronic," a mix of soul's emotional melodies and electronic music's polished production. "The five songs on the album have different sub-genres, but they all feel bright and full of energy while still being relaxed and easy," said Jia.

Asked about role models, Seohee said the group isn't looking to anyone else. "We haven't set any role models. Our goal is to build our own color."

The members were direct about what they want next. "I want to be loved by a lot of people, get good reviews, and win a rookie award," Jia said. Seah added, "I want to make TUIDE's name known. I want to hear people say, 'I want to add this to my playlist,' and 'I can't wait for their next song.'"