aespa to Collaborate with Game “Street Fighter 6” – Accelerating K-POP’s Digital Expansion

aespa, the popular K-POP group under SM Entertainment, is partnering with Capcom’s fighting game “Street Fighter 6.” This collaboration between games and K-POP is accelerating the digital expansion of K-POP. Starting from July 4, “Juri: Outfit 4 feat. aespa(Color 1-10)” – inspired by aespa’s concept and themes from their past album activities – will be sold exclusively in the game store for one year. This outfit can be purchased through in-game shopping and is available only during this limited period. aespa, whose name is a combination of “æ,” “Avatar X Experience,” and the English word “aspect,” consists of four members: Karina, Giselle, Winter, and Ningning. Following the success of “Armageddon,” they have carried out various activities based on a multiverse concept that spans the real world and digital worlds. NAEVIS, SM Entertainment’s first virtual artist, will appear as a live commentator for “Street Fighter 6” starting from July 4. In the game’s commentator settings, users can choose between Korean, Japanese, or English. As NAEVIS moves from the digital world to the real world in search of freedom, its unique interactions are expected to generate significant interest among fans of both aespa and NAEVIS. NAEVIS is an Artificial Emotional Intelligence artist that made its debut on September 10, 2024; it was born in the digital world “KWANGYA” and has traveled to the real world in pursuit of freedom. After appearing at aespa’s second solo concert, “2024 aespa LIVE TOUR - SYNK: PARALLEL LINE -,” and at “SMTOWN LIVE 2025,” the group’s presence is expanding across various media platforms. Meanwhile, streaming platforms such as Spotify are also introducing new formats for K-POP content, including K-POP video series. This trend demonstrates that K-POP is spreading beyond the music industry into various digital platforms like games and streaming services.