CJ ENM Partners with The Sandbox to Build K-Content Metaverse

[Asia Economy Reporter Lim Hye-seon] CJ ENM Entertainment Division (hereinafter CJ ENM) announced on the 4th that it has signed a partnership with The Sandbox, a global metaverse platform company.

The Sandbox is a blockchain-based global representative metaverse platform that provides a virtual reality world where users can create, own, and play directly through non-fungible tokens (NFTs). Through this partnership, CJ ENM's metaverse space will be created on The Sandbox's virtual real estate called 'Land.'

Through the partnership with The Sandbox, CJ ENM will build a K-content metaverse targeting the global market. CJ ENM's killer content will be implemented in the virtual world via The Sandbox platform, encouraging diverse user experiences. Furthermore, various attempts to integrate reality and virtual worlds will continue, such as linking users' activities within the metaverse back to broadcast programs. Based on CJ ENM's excellent production capabilities accumulated across various content business areas, expanding well-made, ultra-differentiated IP into the virtual world is expected to enable the establishment of a unique K-content metaverse.

Kim Sang-yeop, Head of the Content R&D Center, explained, "Starting with collaboration with The Sandbox, we plan to promote metaverse businesses in various ways," adding, "We will provide a new dimension of experience where users become creators themselves to create and share original content."