CJ ENM and Hakuhodo Launch Joint Venture ‘Chapter-I’ to Accelerate Development of Global K-Pop IP

Korean entertainment and retail company CJ ENM has partnered with Japanese advertising firm Hakuhodo to establish a joint venture named ‘Chapter-I’ focused on developing global music-based intellectual property. Announced on August 18, this partnership aims to combine CJ ENM’s content production capabilities with Hakuhodo’s marketing expertise to create music-centered entertainment content targeting not only the Asian market but also international audiences. Chapter-I plans to operate across various fields including talent scouting, music production, content distribution, live performances, and product development. The first project under this joint venture is ‘Unpretty Rapstar: HIP POP Princess,’ set to air on CJ ENM’s music channel Mnet in October. This series expands the ‘Unpretty Rapstar’ franchise, which originated as South Korea’s first female rapper competition in 2015. The production team includes contributors from ‘Unpretty Rapstar’ and the dance competition program ‘Street Woman Fighter,’ with creative resources from Hakuhodo also being utilized. The competition focuses on identifying artists with comprehensive skills in rap, dancing, and music production. CJ ENM handles IP development, digital platforms, and artist management through its music creative ecosystem platform, while Hakuhodo provides data-driven market analysis and marketing expertise. CJ ENM stated, “By leveraging the core strengths of both companies, we will create content and unlock new possibilities in the global music industry.” This collaboration is part of CJ ENM’s 2025 global music business roadmap, which is driven by three strategies: ‘global label,’ ‘global content,’ and ‘global platform.’ CJ ENM added, “Through these strategies, we will strengthen our position in the global music industry and lead the global expansion of K-Pop.” Over the past few years, CJ ENM has diversified its content portfolio, producing Academy Award-winning film ‘Parasite’ and Tony Award-winning musical ‘King Kong: The Musical,’ as well as developing series such as ‘The Queen of Tears’ and the music competition format ‘I Can See Your Voice.’ Meanwhile, in the United States, Titan Content—the first K-Pop label founded by industry giants—is driving another shift in the global K-Pop market by debuting new group AtHeart in August. Titan Content was established by Han Se-min, former CEO of SM Entertainment; Kang Jung-ah, former casting director at SM; Lee A-kim, a world-class choreographer; and Lee Ki-um, founder of Dazed Korea and current editor-in-chief. Their entry into the U.S. market, as leaders in their respective fields, has received significant attention in K-Pop history. AtHeart consists of teenage members born between 2007 and 2009. Korean members Seohyun, Arin, Bomi, and Nayeon grew up dreaming of becoming idols in an environment where K-Pop is integral to daily life, from school bands to music shows. Catherine, who is Filipino, and Michi, who has dual American-Japanese citizenship, represent the new generation of global K-Pop kids who were inspired by BTS and BLACKPINK’s performances to pursue idol dreams. The group name AtHeart combines ‘Heart’ and ‘At,’ reflecting a commitment to connecting with fans worldwide and growing together through sincerity. AtHeart officially made its debut on May 29 with the pre-debut single ‘Good Girl (AtHeart),’ and released its debut EP ‘Plot Twist’ on August 13. The title track was produced and written by Jonah Shai, known for working with Camila Cabello and Shawn Mendes, with audio finishing touches by Rob Kilelsky, who handled mixing for Billie Eilish. This dreamy EDM track features sophisticated reversals, and its quality was further enhanced by Lee A-kim of 1MILLION, who serves as Titan Content’s Chief Production Officer, overseeing the choreography.