Hybe’s New Girl Group Tuide Announces Debut Song ‘sun Kiss’

TUIDE has officially started the public countdown to its debut.

The seven-member girl group revealed that “SUN KISS” will serve as the title track of its first EP, TUNE & PLAY, scheduled for release on August 24 at 6 p.m. KST. The accompanying music video will arrive at the same time.

TUIDE consists of Seohee, Seoyeon, Elena, Jia, Saki, Seah and Yi Hani. The group is the first act launched by ABD, a newly established label operating under HYBE Music Group.

Although no official audio from “SUN KISS” has been released yet, its name and promotional imagery point toward a bright seasonal concept. The scheduler places colorful flags, tents and wooden signs in a forest setting, creating the atmosphere of a youthful summer camp rather than a polished indoor studio. That interpretation remains visual speculation until the album preview arrives.

TUIDE The 1st EP [TUNE & PLAY] poster / ADB

TUIDE’s teaser campaign starts August 7

ABD has planned a tightly packed promotional schedule leading up to the debut.

The rollout begins on August 7 with “GET TO KNOW TUIDE” and “MEET MY GRLS,” content expected to introduce the members and the group’s identity more fully.

Two album-related concepts, “WE TUNE” and “WE PLAY,” will follow on August 10 and 12. An album preview is scheduled for August 14, while “HOW WE TUNE & PLAY” will arrive on August 17.

Music video teasers for “SUN KISS” will be released on August 20 and 22, followed by a final set of music video photographs on August 23—one day before the official debut.

The schedule gives international fans several clear entry points. The August 14 preview should offer the first substantial indication of the EP’s sound, while the two music video teasers will reveal whether “SUN KISS” follows the relaxed summer mood suggested by its title or takes the concept in a less predictable direction.

Some fans have already heard all five songs

What makes TUIDE’s campaign unusual is that the August teaser schedule is not technically the first time the group has presented its music.

On August 1 and 2, TUIDE held “TUIDE EXCLUSIVE PREVIEW [PLAYGROUND]” at Layer Studio 11 in Seoul. The event was open to selected members of the group’s Weverse community.

During the two-day preview, TUIDE performed all five songs from TUNE & PLAY before the EP’s public release. The performances took place while basic information about the group was still being gradually disclosed, allowing attendees to experience the music before most international listeners had even learned the members’ names.

That approach reverses the normal rhythm of a K-pop debut.

Companies usually release concept photographs, highlight medleys and short video teasers before presenting complete stages. ABD instead allowed a controlled audience to see the entire debut project, then returned to a more conventional online campaign for the broader public.

The strategy may help TUIDE build curiosity without allowing the music to be fully judged through compressed clips, leaked recordings or isolated choreography moments.

What does ‘TUNE & PLAY’ mean?

ABD describes TUNE & PLAY as a project that brings different musical languages into a single rhythm.

“TUNE” represents the act of harmonizing different identities and influences, while “PLAY” refers to the enjoyment discovered through that process. The label says the concept reflects TUIDE’s ambition to cross generational, cultural and linguistic boundaries.

The group’s name follows the same idea. TUIDE is derived from “Tune the Tide,” expressing the intention to respond to different cultural currents while creating a new collective sound.

The members were born between 2006 and 2011 and have backgrounds connected to South Korea, the United States, Britain and Japan. Their introductory content has also incorporated Korean, English, Japanese and French, strengthening ABD’s presentation of TUIDE as a group built for international communication from the beginning.

However, a multinational lineup and multilingual branding do not automatically create a distinctive musical identity. “SUN KISS” will offer the first public test of whether the group’s cross-cultural positioning is reflected in the music itself or remains primarily part of its marketing.

Early numbers show curiosity

TUIDE’s official online channels are already attracting attention.

At the time captured by YouTube’s public channel data, TUIDE had approximately 59,800 subscribers. Its 11-second promotion scheduler had received around 65,000 views within 10 hours, while the “Introductions: WE TUIDE” video had passed approximately 660,000 views after three days. These figures will continue to change.

The numbers indicate strong initial curiosity, but they should not be confused with a settled reaction to the group’s music. The public has not yet heard an official song, and much of the early conversation has focused on HYBE, the members’ backgrounds and the group’s name rather than “SUN KISS” itself.

Some international fans have expressed excitement about following a new group from its earliest stage. Others have approached the launch more cautiously because of their opinions about HYBE’s previous management of girl groups. That skepticism has largely been aimed at the company rather than the seven members personally.

This distinction matters. Until the August 14 album preview, reactions to TUIDE are primarily reactions to branding, corporate expectations and teaser imagery not the finished music.

TUIDE Tune&Play poster / TUIDE Instagram

Seoyeon is attracting attention as Jihyo’s younger sister

One member entered the campaign with significantly more public recognition than the others.

Seoyeon is the youngest sister of TWICE leader Jihyo, a connection that generated headlines months before TUIDE’s full lineup was introduced.

Fan discussions have reflected both excitement and concern about that relationship. Some listeners are curious to see whether the sisters will interact through dance challenges or music-show promotions. Others have urged fans to allow Seoyeon to develop her own identity rather than measuring every performance against Jihyo’s decade-long career.

The release of “SUN KISS” will therefore carry two challenges for Seoyeon. She must introduce herself as a rookie performer while also moving the conversation away from the phrase “Jihyo’s sister.”

For the remaining members, the task is different: they must turn brief introduction clips into recognizable individual personalities before the group enters an increasingly crowded rookie market.

TUIDE Seoyeon / TUIDE Instagram

Why ‘SUN KISS’ is the real starting point

TUIDE’s launch has already included several attention grabbing elements: a new HYBE-affiliated label, a multinational teenage lineup, a member connected to TWICE and a private event where fans heard the full project before the public.

Those details can create curiosity, but they cannot establish the group’s long-term identity.

That responsibility belongs to “SUN KISS.”

The title suggests warmth, youth and late-summer energy. The scheduler suggests freedom and friendship. The album name promises a combination of different sounds and cultural influences.

Listeners will begin discovering whether those pieces actually fit together when the album preview arrives on August 14. The complete answer will follow when TUNE & PLAY and the “SUN KISS” music video are released worldwide on August 24.