The Sandbox Lands Cube Entertainment To Bring ‘K-Culture’ to the Masses

The partnership extends the pair’s K-pop music metaverse AniCube joint venture

article-image

(Left) Sebastien Borget, Co-founder of The Sandbox / (Right) Ahn Woohyung, CEO of Cube Ent. Credit: The Sandbox/Cube Ent.

share

key takeaways

  • The two companies said they wanted to spread Korean culture through the metaverse
  • Cube is the world’s fifth-largest K-pop company, following behind others such as BigHit and the Big Three

Animoca Brands’ metaverse gaming subsidiary The Sandbox has partnered with South Korea’s Cube Entertainment in an ambitious bid to spread Korean culture to the rest of the world via the development of digital assets.

According to a press release on Wednesday, the companies’ announcement extends upon a joint venture last month between the pair of their music metaverse AniCube based on K-pop. Short for Korean popular music, K-pop originated in South Korea and attracts a massive following in places like China and Japan.

The partnership will focus on the collaboration for business expansion as they seek to bring in various outside companies into the metaverse and hold events to introduce them to Korean culture, the companies said.

Cube is the world’s fifth-largest K-pop company following behind others such as BigHit and the Big Three. The company clocked net revenue exceeding 52.95 billion Korean won ($43.9 million) last year.

As an initial step, a cultural space known as the “K-Culture complex” will be established on plots of virtual land owned by Cube inside The Sandbox’s open metaverse.

The Sandbox is a decentralized Ethereum-based gaming universe that lets users create and monetize non-fungible tokens (NFTs). In January, the company committed $50 million to a new accelerator program for budding startups looking to build atop its ecosystem.

With the partnership, Cube will be charged with preparing content relating to Korean culture via multiple partnerships with Korean companies while The Sandbox will provide technical support, per the release.

“Cube is truly embracing the spirit of the open Metaverse by moving one step further into The Sandbox via its K-culture hub, where it is actively curating local brands and partners of their main K-POP label,” said The Sandbox co-founder Sebastien Borget.


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Upcoming Events

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

Industry City | Brooklyn, NY

TUES - THURS, JUNE 24 - 26, 2025

Permissionless IV serves as the definitive gathering for crypto’s technical founders, developers, and builders to come together and create the future.If you’re ready to shape the future of crypto, Permissionless IV is where it happens.

Brooklyn, NY

SUN - MON, JUN. 22 - 23, 2025

Blockworks and Cracked Labs are teaming up for the third installment of the Permissionless Hackathon, happening June 22–23, 2025 in Brooklyn, NY. This is a 36-hour IRL builder sprint where developers, designers, and creatives ship real projects solving real problems across […]

recent research

Featured.png

Research

Helium stands at a pivotal moment in its evolution as a decentralized wireless network, balancing rapid growth, economic restructuring, and global expansion. With accelerated growth in domestic DAUs and Hotspots supporting its network, Helium is leveraging strategic partnerships and innovative proposals to scale internationally. The recent implementation of HIP 138, “Return to HNT,” has unified its token economy under HNT, simplifying participation and strengthening liquidity, while HIP 139’s phase-out of CBRS refocuses efforts on scalable Wi-Fi offload. Meanwhile, governance shifts under HIP 141 raise questions about centralization as Nova Labs consolidates control over the roadmap.

article-image

The DeFi Education Fund has ideas on how the crypto-friendly SEC can bring Commissioner Peirce’s vision to life

article-image

“Be prepared to do more with less,” Framework Ventures’ Michael Anderson said

article-image

Q1 may have been “frustrating,” but things are looking brighter for Q2

article-image

Tokens worth 20% of the current supply of the TRUMP memecoin launched by the president are set to be unlocked tomorrow

article-image

A crypto-industry lawsuit is “moot” now that Joint Resolution 25 has been signed into law

article-image

Fed Chair Powell assured markets that the labor market is in “good place,” dependent on price stability