Why game publishers are investing in K-pop agencies

Krafton, the publisher of PUBG: Battlegrounds, is set to invest 100 billion won ($67.9 million) in The Black Label, according to a local media report Monday. The Black Label is home to artists such as Taeyang and Rose and has been involved in producing original soundtracks, including “Golden” for “KPop Demon Hunters.” The move is widely viewed as part of Krafton’s diversification strategy, signaling its intent to move beyond games and secure intellectual property with long-term global value. For