HYBE has officially arrived—physically. The company known for BTS, ENHYPEN, and more has unveiled its first-ever interactive experience within the famous “brick building” at Parque Bicentenario in CDMX.The HYBE Experienceis more than a temporary experience; it’s an immersive creative world that presents fans withSantos Bravos, HYBE Latin America’s brand-new boy band project.
Open Tuesday to Sunday from 10 a.m. until 5 p.m. through October 31, the venue is free of charge. Supporters can register using Weverse orexperienciahybe.com.
What’s Included in the HYBE Experience?
At the core of the experience is a journey that combines fan enthusiasm, advanced technology, and the growth of artists. The HYBE Experience provides fans with an inside look at HYBE Latin America’s creative process and its vision for Santos Bravos.It includes interactive exhibits, photo areas that recreate famous moments from HYBE artists, limited edition items from past pop-up events, and a fan message board where visitors can write messages of support for their favorite trainees.
It all starts with a personal connection. Guests can print a custom ticket in their preferred color before stepping into an impressive art exhibit. From there, they are taken into a simulated “conference room” offering refreshments and Santos Bravos products. Passing through doors illuminated by neon lights, they will find a romantic garden photo spot inspired by a HYBE music video, a costume area, and small recording booths where fans can record a song and send it to themselves.
Each corner is crafted to encourage interaction. Visitors can inscribe personal notes on smile-star balloons, take in an emotional tribute called “Un Cielo Que Nos Una,” or study dance moves from Marcelo Esquivel, the choreographer of Santos Bravos, through a display.
Moreover, there are headphone stations where video clips of each trainee are played, real studio replicas, and an advanced virtual reality experience that lets fans tour the Santos Bravos training facilities. To incorporate a cultural element, Colombian artist Joshua Vega showcases a lively art display that emphasizes Colombian innovation.
This area is not exclusively for fans; it also functions as the official creative and training center for Santos Bravos members. The mixed-use location will feature industry discussions, live shows, and local events that develop alongside the project, forming an energetic, evolving space where music, identity, and creativity intersect.
Within HYBE’s Latin American Outlook
For Juan Arenas, the Chief Operating Officer of HYBE Latin America, the initiative centers around connection and cultural narrative. “We’re involving fans in the story from the very beginning,” he says. “Not just visually through the content, but also through an experience we are unveiling today here, the HYBE Experience.”
He is convinced that fans will evolve with the band—both during live shows and through genuine, behind-the-scenes experiences. “There will be a lot of drama, some conflict… but this narrative resonates with them.” With elite producers, mentors, and support systems working behind the scenes, HYBE is dedicated to developing stars for the long term. “We are getting these artists ready to become global superstars over the next 7 or 10 years.”
For Arenas, HYBE Latin America is a key part of an ambitious plan: “I want Santos Bravos to become a global band.” Embracing diversity is essential to this goal. “I’m Colombian; I grew up in the United States… you don’t really belong anywhere, right? That in itself is a culture that I believe should be highlighted. And we’re doing just that.” The members of Santos Bravos come from the U.S., Brazil, Colombia, Venezuela, Mexico, and even Spain, showcasing HYBE’s dedication to reflecting the entire range of Latin identity. “This isn’t the only group,” Arenas adds. “We see potential for more.”
Jessica Kwon on Educating the Future Generation
For Jessica Kwon, the Head of Training and Development at HYBE Latin America, Santos Bravos is not about copying K-pop; it’s about developing something strongly connected to Latin American culture. “We never impose the Korean system on other regions we expand into,” she explains. “Katseye is not a K-pop group. We adopt the values that HYBE has established and aim to improve the experience for artists here.”
Her method focuses on personality rather than dance moves. “Are you a good person? That’s the core of this project,” she says. Kwon expresses one of her aspirations for this initiative: “I simply hope that the young men I train six days a week will become role models for many young Latinos.”
Introducing Marcelo Esquivel: Choreographer and Creative Director
CREMA also interviewed the famous choreographer Marcelo Esquivel, one of the key creative minds behind Santos Bravos. Known for his collaborations with artists like J Balvin, Ozuna, Camila Cabello, and Bad Bunny, Esquivel plays a vital role in developing the next wave of Latin pop stars.
When questioned about how he got involved in the project, Esquivel says he was on tour when he got a call from HYBE and was surprised to find out more. “A call from HYBE is what brought me in,” he says to CREMA. During this project, he has observed the participants’ development. “I’m treating them like professionals, constantly encouraging them in a positive manner, like, come on. I know you can do it. I have a very strong bond with each of the guys.”
With his assistant, Daniel Muñoz, who has performed with Rosalía and Rauw Alejandro, Esquivel conducts daily intensive practices that include two hours of dance instruction and two hours of performance training. “I’m truly pleased because I witness their progress and the effort they put in every day. We have many talented individuals emerging, so prepare yourselves; it’s going to be massive.”
Selecting the Artistic Advisors for Santos Bravos
At a recent media preview, CREMA took part in a panel discussion with Juan Arenas, Jessica Kwon, and showrunner Jaime Escallón to learn more about the selection process for the creative mentors on Santos Bravos.
When questioned about the famous choreographer Kenny Ortega, recognized for his contributions to “High School Musical” and “Descendants,” Arenas remarked, “We reached out to him from the start, and he was thrilled to be part of it. This reflects what HYBE is concentrating on and its ambitious goals. One way we achieve these goals is by bringing in top-tier mentors such as Kenny, RAab Stevenson, and others.” He highlighted that all individuals working with the trainees are professionals committed to helping them exceed what fans expect. “We have more mentors joining, and they’re both from Korea, so stay tuned.”
The Adventure of the Santos Bravos Has Already Started
The journey of the Santos Bravos will be captured via digital-focused content and in-depth episodes that offer an unfiltered, personal view of the process. To date, there have been previews, but in August, the sixteen participants will start competing to be among the five finalists of the group. Supporters can track each contestant on their individual social media profiles, as well as through the official Santos Bravos channels (@santos_bravos) for exclusive glimpses, live updates, and special material. Let’s find out who will emerge as a Santos Bravo.
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