CJ ENM's Offline Events for K-pop Fans

CJ ENM is a Korea's leading entertainment and content company, which hosts concerts, exhibitions, and award ceremonies such as Kcon, M Count Down, and MAMA Awards in various countries abroad. CJ ENM, which has a strong broadcasting channel and social media channel, is active in online marketing and TV advertising, but offline promotion was insufficient. As a result, it signed a contract with Comma Entertainment while looking for a Korean company that can manage offline campaigns in three countries: the United States, France, and Japan.

Comma Entertainment invited graffiti artists to promote Kcon in the United States and created a local buzz through an artwork that filled the entire wall of downtown L.A. with Kcon promotional content.

In France, Comma Entertainment rented a cafe and provided special concept recipe drinks by naming artists who will appear in K-pop concerts. Photo booth was created to let fans take a concept photo while becoming the MC of the broadcasting station. The cafe was operated in the form of a pop-up store for a week, and many people gathered to the extent that it needed the help of local police.

In Japan, Comma Entertainment had a mission to promote the MAMA Awards. The MAMA Awards is an award ceremony for representative Korean K-pop stars that any K-pop fan would know. Comma Entertainment used a Samsung store in Japan as a pop-up store. The most impressive part about this pop-up store was that when all the fans recorded their messages of support their K-pop stars, the latest AI technology synthesized their voices into one voice, and it was played at the MAMA Awards. It was designed to express the meaning of one community.

Comma Entertainment, which finished three offline events a year, continues its relationship with CJ ENM in 2024 as well.