Kakao Entertainment to Launch 'Berriz' Platform in 2025, Challenging Weverse's K-pop Dominance
Kakao Entertainment plans to launch Berriz, a new superfan platform in 2025, directly competing with Hybe's Weverse. The platform will complement Kakao's existing Lysn and Bubble services, which allow fans to connect with SM Entertainment artists through messaging.
K-pop group Aespa members smiling
Key developments:
- Berriz trademark applications have been filed by Kakao
- Launch planned for late 2025
- Platform aims to expand beyond music and into global markets
- Will operate alongside existing fan services Lysn and Bubble
Current market context:
- Weverse achieved nearly 20% year-over-year user growth in 2024
- SM artists (including Red Velvet and Aespa) currently use Weverse due to previous agreements
- Hybe has expanded Weverse beyond K-pop to include global artists like Megan Thee Stallion and Dua Lipa
Strategic timing:
- SM Entertainment plans to debut a new boy band in the second half of 2025, potentially coinciding with Berriz launch
- Industry-wide trend of superfan monetization
- Warner Music developing similar platform
- Recent multimillion-dollar investments in superfan startups (Mellomanic, FanCircles, TRAX, Tune.fm)
NMPA logo against black
The launch of Berriz represents Kakao's strategic move to strengthen its position in the growing superfan platform market, while expanding its global entertainment footprint beyond traditional K-pop boundaries.
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