From left, members of SANTOS BRAVOS Drew, Gabi, Kenneth, Alejandro and Kaue pose during a press event at HYBE headquarters in Yongsan Distirct, Seoul, Friday. Courtesy of HYBE Latin America
A Latin boy band appearing at HYBE Labels headquarters in the heart of Seoul would have seemed unlikely not long ago. For SANTOS BRAVOS, the moment underscores the company’s effort to expand the K-pop production model beyond Korea.
The five-member group held a media event Friday at the label’s Yongsan headquarters, introducing itself to Korean press for the first time since debut. The appearance brings the act into the center of the Korean entertainment giant that created it, highlighting the company’s push to build regionally rooted groups beyond K-pop’s home.
Drew of boy band SANTOS BRAVOS poses during a press event marking the group’s first public appearance in Korea at HYBE headquarters in Seoul, Friday. Courtesy of HYBE Latin America
SANTOS BRAVOS debuted in October 2025 as HYBE’s first boy band under its Latin American branch, formed through a survival program that drew trainees from across Latin America, the United States and Europe.
Comprising members from different backgrounds — Mexican-American Drew, Alejandro from Peru, Gabi from Puerto Rico, Kaue from Brazil and Kenneth from Mexico — the final lineup reflects a strategy aimed at building a pan-Latin identity.
The group first gained attention through its debut showcase at Mexico City’s Auditorio Nacional, where it performed before a sold-out crowd of about 10,000. Its debut single “0%” introduced a performance style that combines K-pop’s signature synchronized choreography with Latin pop influences, followed by its first EP “Dual,” released in March.
Gabi of SANTOS BRAVOS poses during a press event at HYBE headquarters in Seoul, Friday. Courtesy of HYBE Latin America
Friday’s event offered Korean media a closer look at that hybrid approach. The members spoke about their K-pop training process, while emphasizing that their identity remains rooted in Latin America.
“We’re all from different countries, bringing different backgrounds and experiences,” Kenneth said. “We want to unite our cultures and share that with the world. We’ve worked really hard to be here, and we’re grateful to be in Korea.”
Drew, the leader of the group, described the visit as a learning opportunity.
“It’s our first time in Korea, and we’re excited to learn from our ‘sunbaenims,’” he said, referring to senior artists under HYBE. “Groups like BTS, Le Sserafim and ILLIT have inspired us a lot. We’re here as students, ready to learn everything we can.”
From left, members of SANTOS BRAVOS Drew, Gabi, Kenneth, Alejandro and Kaue, attend a press event at HYBE headquarters in Seoul, Friday. Courtesy of HYBE Latin America
The group’s arrival in Seoul carries symbolic weight. HYBE has increasingly expanded beyond Korea through localized projects designed to apply its production model in different markets. One such effort is global girl group KATSEYE.
For SANTOS BRAVOS, that system presented both challenges and opportunities.
“It was one of the most challenging parts, but also one of the best,” Kaue said. “We realized how much work it takes to become better artists. It taught us discipline and how to grow, not just for ourselves but for our fans.”
Alejandro of SANTOS BRAVOS poses during a press event at HYBE headquarters in Seoul, Friday. Courtesy of HYBE Latin America
Gabi acknowledged the pressure that comes with being HYBE’s first Latin boy band, but framed it as motivation.
“It’s a lot of responsibility,” he said. “We want to represent Latin culture not just in Latin America, but around the world. Being here in Korea is an important step for that.”
The group’s multinational composition reflects the complexity of the Latin market, which spans multiple languages and regional identities. By including members from different countries, HYBE appears to be aiming for broader reach across the region.
Kaue of SANTOS BRAVOS poses during a press event at HYBE headquarters in Seoul, Friday. Courtesy of HYBE Latin America
Despite the expectations, the members expressed confidence in their long-term ambition.
“We all have a clear goal,” Alejandro said. “We want to perform on the biggest stages in our home countries. That would mean everything to us.”
Kenneth added that the group hopes to be more than just performers.
“We want to represent our countries and be a safe place for our fans,” he said. “If we can become role models, that would be the biggest achievement.”
Kenneth of SANTOS BRAVOS poses during a press event at HYBE headquarters in Yongsan District, Seoul, Friday. Courtesy of HYBE Latin America