Animoca Brands Corporation Ltd subsidiary The Sandbox, a decentralised virtual gaming world, has formed a partnership with Cube Entertainment to spread ‘K-Culture’ – Korean culture content – globally, through virtual space and digital assets.
The partnership will collaborate to expand into the metaverse and NFTs – a process that began with the establishment of AniCube, a joint venture between Animoca and Cube Entertainment.
Access to Korean popular culture
The Sandbox and Cube Entertainment will bring together various business players and hold events to introduce Korean culture into the metaverse with businesses given access not only to K-pop, but also to K-culture, through this partnership.
As a first step, K-Culture complex cultural space will be created in the LAND owned by Cube Entertainment. Users from all over the world can experience Korean culture in this blockchain-based virtual space.
Multiple partnerships
The Sandbox will provide technical support for spatial projection and implementation, while Cube Entertainment prepares K-culture content through multiple partnerships with Korean companies.
"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 in The Sandbox through its own lands," said The Sandbox chief operating officer and co-founder Sebastien Borget.
Fourth industrial revolution
“We are about to play a leading role in spreading Korean culture around the world in the metaverse, the key of the fourth industrial revolution, through this partnership with The Sandbox," said Cube CEO Ahn Woohyung.
“Thanks to the global K-pop wave, Korean culture known as ‘K-Culture’ itself will have a powerful influence in every sector. We are planning to introduce this K-Culture with great potential to global users in a new space called metaverse.
“We hope our efforts of partnership with various domestic companies for virtual space in The Sandbox to create unique K-content.”
In the meantime, Animoca and Cube plan to promote not only K-pop but broader K-culture with the goal of continuing business alliances in metaverse through the new AniCube joint venture.