K-Pop Meets Latin: HYBE's Santos Bravos Makes Debut in Mexico City

HYBE Experience: A New Chapter for Latin American Music

HYBE, the company behind global superstars like BTS and ENHYPEN, has taken a bold step into the Latin American market with the launch of its first immersive experience in Mexico City. Located at Parque Bicentenario, this unique space is more than just a pop-up event—it's an interactive universe designed to engage fans and introduce them to HYBE Latin America’s latest venture, Santos Bravos.

The HYBE Experience is open from Tuesday through Sunday, from 10 a.m. to 5 p.m., until October 31. Admission is free, and fans can RSVP through Weverse or experienciahybe.com. This venue offers a one-of-a-kind opportunity to explore the creative process behind the new boy band and connect with the artists in a meaningful way.

What to Expect at the HYBE Experience

Visitors are welcomed with a personal touch—printing a custom ticket in their favorite color before entering a stunning art installation. The journey continues through a mock “conference room” filled with refreshments and Santos Bravos merchandise. Neon-lit doors lead guests into a dreamy garden photo zone inspired by a HYBE music video, a dressing room set, and mini recording stations where fans can record a track and send it to themselves.

Every corner of the space is designed for connection. Guests can write messages on smile-star balloons, experience an emotional tribute titled “Un Cielo Que Nos Una,” or learn choreography from Marcelo Esquivel, the choreographer of Santos Bravos, via a screen. Additional features include headphone stations playing video clips from each trainee, real studio replicas, and a futuristic virtual reality journey that allows fans to explore the Santos Bravos training grounds.

Colombian artist Joshua Vega contributes a vibrant art installation that highlights Colombian creativity, adding a cultural layer to the experience. The space also serves as the official creative and training hub for Santos Bravos participants, hosting industry talks, live performances, and community events that evolve alongside the project.

Inside HYBE’s Latin America Vision

For Juan Arenas, COO of HYBE Latin America, the project focuses on connection and cultural storytelling. He emphasizes that the HYBE Experience brings fans into the story from day one, not only visually through content but also through an immersive experience. Arenas believes fans will grow alongside the band, experiencing authentic, behind-the-scenes moments that create a deeper bond.

With top-tier producers, coaches, and resources, HYBE is committed to building stars for the long haul. Arenas envisions Santos Bravos as a global band, highlighting the diversity of its members, who come from the U.S., Brazil, Colombia, Venezuela, Mexico, and Spain. This reflects HYBE’s mission to represent the full spectrum of Latinidad and expand opportunities for more groups in the future.

Training the Next Generation

Jessica Kwon, Head of Training and Development for HYBE Latin America, emphasizes that Santos Bravos is about creating something rooted in Latin American identity rather than replicating K-pop. Her approach focuses on character over choreography, aiming to develop young men who can become role models for the Latino generation.

Kwon’s vision is clear: she hopes the trainees will become leaders and inspirations for others. Through rigorous training and mentorship, she ensures that each participant is prepared to meet the high expectations of the music industry.

Marcelo Esquivel: Choreographer and Creative Director

Renowned choreographer Marcelo Esquivel, known for his work with artists like J Balvin and Bad Bunny, plays a key role in shaping Santos Bravos. His involvement in the project came after a call from HYBE, which he found exciting and inspiring. Esquivel treats the trainees like professionals, pushing them to reach their full potential.

Alongside his assistant Daniel Muñoz, Esquivel leads intensive daily rehearsals, ensuring that the group is well-prepared for their future. He expresses confidence in the trainees’ growth and hard work, anticipating a bright future for the group.

Choosing the Creative Mentors

During a recent press preview, panelists discussed how the creative mentors for Santos Bravos were selected. Juan Arenas highlighted the inclusion of world-class professionals like Kenny Ortega, known for his work on "High School Musical" and "Descendants." These mentors are chosen for their expertise and commitment to helping the trainees surpass fan expectations.

The Santos Bravos Journey

The journey of Santos Bravos will be documented through digital-first content and long-form episodes, offering fans an intimate look at the process. In August, sixteen contestants will begin competing to become one of the five finalists. Fans can follow the contestants on social media and through official channels for behind-the-scenes moments and exclusive content.

As the project unfolds, the world watches closely to see who will emerge as the next big name in Latin pop. The HYBE Experience marks the beginning of an exciting chapter for both the artists and their fans.