Kakao, the technology conglomerate behind the popular Melon music service, is set to launch a new artist-fan engagement platform called "Berriz." The platform aims to expand beyond music, encompassing webtoons, dramas, and movies in the broader K-culture spectrum.
Berriz's launch comes as Hybe's Weverse platform has seen remarkable growth, reaching 162 artist communities in 2024. Recognizing the demand for immersive fan experiences, Kakao is now positioning itself as a competitor in the burgeoning K-pop fandom market.
According to Chosun Daily, Kakao Entertainment is currently conducting internal tests on the Berriz platform. The company also merged its North American operations with SM Entertainment in 2023, which could enable Berriz to attract international artists, similar to Weverse's addition of Western stars.