CJ ENM, a major South Korean entertainment and media company, has signed a deal with The Sandbox, a metaverse platform service provider, to create a virtual space for Korean entertainment content, the company announced Monday.

The two companies will collaborate on building a “K-content metaverse” using the IP of CJ ENM’s globally popular TV series and films, which include titles like "Crash Landing on You" and "Parasite."

“We plan to carry out various metaverse projects based on our partnership with The Sandbox,” said Kim Sang-yeop, head of CJ ENM’s Content R&D Center, adding that CJ ENM’s virtual space will allow users to experience a whole different dimension of creating and sharing original content related to the company’s productions.

In May, CJ ENM’s drama division Studio Dragon teamed up with The Sandbox to build a virtual playground featuring Korean dramas, and will mint non-fungible tokens (NFTs) of avatar accessories and game items related to those TV series.

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