The French company The Sandbox has announced a partnership with the Korean company Cube Entertainment. This one aims at promoting not only K-Pop, but the whole Korean culture. To do so, The Sandbox and Cube will build a dedicated virtual space, called K-Culture Complex.
Partnership between The Sandbox and Cube entertainment
It was in the air since the announcement on February 22 of the creation of a joint venture between Animoca Brands and Cube entertainment. Called Anicube, this entity has the mission to build a musical metaverse, to issue NFTs and tokens based on the intellectual property rights of Cube’s world-famous K-pop music artists and actors.
This is now concrete, since The Sandbox (subsidiary of Animoca Brands) announced on March 2 a partnership with the Cube company. This one obviously aims to spread and make known the Korean culture worldwide, through a dedicated space in the metaverse.
“Cube is truly embracing the spirit of the open metaverse by taking the next step in The Sandbox via its K-culture hub. It is actively selecting local brands and partners from its main K-POP label and offering them a presence in The Sandbox through its Land.”
Sebastien Borget, co-founder of The Sandbox
This partnership focuses on collaboration for the expansion of metaverse and NFT related opportunities. Initially, a space dedicated to K-Culture will be created on the LAND owned by Cube. Users from all over the world will be able to discover and exchange around Korean culture in this virtual space.
The Sandbox as director, Cube as organizer
The Sandbox will be in charge of the technical part, including the visual creation of the NFTs, the management of the governance tokens (!), the construction on the LAND and the technical mechanisms of interaction. Cube Entertainment will be responsible for the cultural content and the organization of events. The artists affiliated with Cube will obviously be honored through various musical events.
It is certain that initially, we will experience many concerts. However, the company has already declared that it does not want to limit itself to the musical universe. The announced objective is indeed to make known and radiate the whole of the Korean culture through this presence in the metaverse. Although the details are not (yet) public, multiple partnerships with Korean companies are already announced.
“We are about to play a key role in spreading Korean culture around the world in the metaverse, the key to the fourth industrial revolution, through this partnership with The Sandbox.”
Ahn Woohyung, CEO of Cube Entertainment.
The Land of the Morning Calm (South Korea’s nickname) greatly appreciates the metaverse. After the announcement of the establishment of an embassy, a place dedicated to Korean culture will be created. The government is also taking the subject seriously, since the Seoul municipality has allocated almost 200 million dollars to the development of a metaverse ecosystem.
