SM Entertainment's fans, Pink Bloods have speculated the end for virtual universe "Kwangya." The topic arose due to the upcoming SM 3.0 project, which will be implemented on the agency.
Here's what people are saying.
End Of An Era? Pink Bloods Speculate If Virtual World 'Kwangya' Will Meet Its End
On February 8, SM Entertainment's fans, Pink Bloods, have gathered their thoughts in a forum. The fans talked about the alleged end of SM's virtual universe "Kwangya."
In the forum, fans translated a piece from an SM insider, which explained the possible climax. On the excerpt, it stated the current management is filled with non-producers and highlighted that it's unlikely for them to handle future projects.
It also elaborated that all eyes are on SM Culture Universe, Kwangya, and the metaverse worldview that SM Entertainment is known for utilizing through their songs.
The insider remarked that these concepts were included in the business plan from company Like Planning, which were entrusted to SM.
On October 14, it was revealed that SM has terminated a license contract with music production company Like Planning. Afterwards, 'SM 3.0' was introduced, with the aim to equip a new system change.
In the proposal, SM Entertainment's co CEOs Lee Sung Soo and Tak Young Joon revealed "SM 3.0: Producing Strategy - Multi 'Production Center/Label System."
SM elaborated that "SM 3.0" plans to improve four aspects necessary for company growth, which includes global music publishing, label acquisition, fandom economy business, and metaverse centered around high-quality improvement plan.
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"In SM 3.0, there is no talk about who will do the most important part of production and who's producer in charge."
"Attention is also focused on what will happen to the SM Culture Universe (SMCU), Kwangya, and the metaverse worldview that SM was undertaking. All these concepts were one of the business models that 'Like Planning' had entrusted to SM."
"Since Lee Soo-man has become limited due SM's termination of their contract with 'Like Planning', there is a possibility that changes will occur in relation to their artists' concept."
Do Pink Bloods Agree With Kwangya Ending? Here's What They Said
Kwangya has been there for a while now, showcasing fans a virtual metaverse. This propelled SM Entertainment due to their unique worldbuilding and storytelling. The universe was even featured in songs like "Hello Future," by NCT Dream, "Don't fight the feeling" by EXO, "Devil" by MAX CHANGMIN.
It was explored further in aespa's songs "Black Mamba" and "Next Level." Since the group debuted with an AI concept, the world building became more cemented, drawing attention worldwide.
On the forum, fans shared that using Kwangya as aespa's concept was tolerable enough. However, the line was drawn when the lore seeped on other group's concepts, causing oversaturation of the virtual realm.
Others expressed that SM is in need of serious re-work if it wants to catch up in today's market. They suggested SM to focus on quality music production and less world-building.
Here's what they said:
"The thing is nobody would care if they just kept Kwangya as aespa's concept but when they started bringing it into other group's concepts and even songs, that's where it needs to stop."
"There's no reason why EXO who already have such extensive lore need to be singing about Kwangya."
"SM needs some serious rebranding. No more Kwangya."
"Just get back to good old music and let that thing go naturally. It wasn't Kwangya that built this company and made it the biggest K-pop company at its time. In fact, they have top K-pop acts for each generation."
Do you prefer Kwangya existing? Or should SM explore more options?
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