Weverse Lens Recommendation: Digital Photo Cards in My Hands... K-Content Embracing Augmented Reality

HYBE Introduces New Technologies Like 'Weverse Lens' at Weverse Con
Domestic Entertainment Companies Rapidly Adopt IT to Expand K-Pop Base

Digital photocards presented by HYBE at the '2024 Weverse Con Festival.' When you scan the physical card with Weverse Lens, you can collect it in digital form. Photo by HYBE

Domestic entertainment companies are increasing their engagement with new technologies such as artificial intelligence (AI) and augmented reality (AR) to expand the global influence of K-pop. By actively utilizing IT technologies in performances and communication with fans, K-pop culture is entering a new stage of evolution, according to evaluations.

At the ‘2024 Weverse Con Festival’ held over two days from the 15th to the 16th, HYBE showcased more advanced technological capabilities than in previous years.

The key highlight of this year’s Weverse Con was the ‘Weverse Lens.’ This technology enhances the vividness of content by overlaying virtual images and videos when scanning AR-supported content or objects. It is used in experiences such as the Weverse Live AR Photo Wall.

When a person standing at the photo wall is viewed through the Weverse Lens, AR content such as real-time multilingual comments and heart reactions appear automatically on the smartphone screen, creating the impression of a live video broadcast. It gives the feeling that the person at the photo wall is an artist conducting a Weverse Live session.

HYBE also introduced digital watermark photocards that can only be collected through the Weverse Lens. Unlike regular photocards, these have watermarks invisible to the naked eye. Fans can capture the artist’s photocard with the Weverse Lens and store it digitally within the app. This allows simultaneous ownership of both physical and digital photocards. Once a photocard is registered in the Weverse app, it cannot be re-registered, creating an effect similar to non-fungible tokens (NFTs). This technology was developed by Practical Method, an authorized partner of the U.S. watermarking specialist company Digimarc.

Weverse Con official cheering band. The same production system is applied to the band, and the light blinking speed is controlled in perfect unison. Photo by HYBE

The performance reservation service ‘Weverse Queue’ also proved highly effective. It allows users to reserve entry to outdoor venues and audience participation booths. When applying for a queue through the Weverse app, users receive reservation status and entry order notifications via KakaoTalk messages. This service was applied again at this year’s Weverse Con, expanding the reservation radius from 3 km last year to 5 km this year.

The newly introduced cheering bands also attracted attention. These bands are worn on the wrist instead of holding a light stick. The bands are controlled by the same production system, synchronizing the blinking speed of lights in perfect unison. Control of the bands is managed from a central control center inside the venue. Transmitters installed at the center send signals in real time to each cheering band, causing them to emit various lights.

HYBE’s technological advancement aligns with Chairman Bang Si-hyuk’s conviction to “create a platform that showcases all new technologies and artistic methodologies based on popular art.”

Other major entertainment companies share a similar perspective on IT technology as Chairman Bang. JYP Entertainment recently established an in-house AI LAB. It is also known to be recruiting experts such as AI engineers and creative directors. The company plans to assign them roles to innovate processes including content production using generative video and music engines, automation of platform operations, and improvement of internal work productivity.

Galaxy Corporation, the agency of singer G-Dragon, also positions itself as an ‘AI Metaverse’ company. Based on the fusion of super IP (intellectual property) and technology, it is developing its business through four major models: media, IP, commerce, and tech. The company recently opened a ‘Future Technology Research Center’ in collaboration with KAIST to secure scientific and technological capabilities for the global K-pop business. It is also preparing the first AI metaverse concert at ‘The Sphere,’ a massive venue in Las Vegas, USA.

Lee Soo-man, former Chief Producer of SM Entertainment, emphasized the importance of integrating K-pop with AI during his keynote speech at the 2024 CISAC (International Confederation of Societies of Authors and Composers) World General Assembly held at the end of last month. He stated, “I am confident that the integration of K-pop and AI will greatly contribute to communicating with fans worldwide,” adding, “Content industry players must quickly establish business structures and build competitiveness in line with the evolution of AI technology that mediates meetings between celebrities and fans.”