The Sandbox, Animoca Brands’ decentralized metaverse gaming subsidiary, has partnered with South Korean Entertainment company Cube Entertainment to promote Korean culture to the rest of the world through the development of digital assets in the metaverse.
In Brief:
- Cube Entertainment is responsible for building complex Korean cultural space and creating content.
- While The Sandbox will handle the technicalities required.
After the two companies partnered in a deal to create K-Pop Music metaverse and NFTs of K-Pop Starts last year, they completed their establishment of the joint venture named “AniCube” Entertainment last month. The latest announcement will concentrate on the “detailed collaboration for business expansion” with respect to the joint venture focused on metaverse and NFTs.
Through this collaboration, The Sandbox and Cube Entertainment will bring together various business players and hold events to introduce Korean culture into the metaverse, with businesses gaining access not only to K-pop but also to K-culture.
The South Korean-based Cube Entertainment will build a K-Culture complex cultural space as a first step, using its LAND that it holds in the metaverse. This blockchain-based virtual space allows users from all over the world to experience Korean culture.
Cube Entertainment will prepare K-culture content through multiple partnerships with Korean companies, while the Sandbox will provide technical support for spatial projection and implementation.
“Cube is truly embracing the spirit of the open Metaverse by moving one step further into The Sandbox via its K-culture hub, where it is actively curating local brands and partners of their main K-POP label and offering them presence into The Sandbox through its own lands,” said Sebastien Borget, COO & Co-Founder, The Sandbox.
Cube Entertainment is a record label and talent agency that currently manages artists, namely Jo Kwon, BtoB, CLC, Pentagon, Yoo Seon-ho, (G)I-dle, and Lightsum. Cube-affiliated artists will work together to promote the NFT space.
Animoca Brands is the parent company of The Sandbox and has a growing portfolio of more than 150 investments in NFT-related companies. It recently invested in a blockchain analytics firm bitsCrunch for $3.6 million to secure NFT ecosystems through blockchains like Solana, Polkadot, Algoran.
