SM artists are bound by undisclosed contracts that require them to use Weverse for a certain period

Hybe’s Weverse may soon lose its dominance in the online fandom platform market, as Kakao Entertainment confirmed on Monday the launch of competing service Berries sometime this year.
Kakao is expected to fully enter the fandom platform market by leveraging the synergy between its existing service Bubble, operated by SM Entertainment’s subsidiary DearU, and the upcoming Berries. The move positions Kakao as a direct challenger to Weverse, which has led the domestic fan platform industry since its launch in 2019. Kakao Entertainment acquired SM Entertainment in March 2023.
Fandom platforms provide online spaces where fans can engage with K-pop artists, access exclusive content and purchase merchandise. They also serve as a growing business model for entertainment companies, allowing them to diversify revenue streams beyond traditional album and concert sales.
Currently, Weverse’s only competitor is Bubble, which focuses on one-on-one communication rather than comprehensive fandom services. As a result, Weverse has effectively monopolized the broader fandom platform service sector.
Weverse recorded 9.7 million monthly active users in the third quarter of 2024. The platform currently hosts artists from Hybe labels, including BTS, Seventeen, Enhypen, and Le Sserafim, as well as acts from YG Entertainment such as Blackpink and some SM Entertainment artists. Last year, it expanded its roster to include international stars like Ariana Grande, Dua Lipa and The Kid Laroi.
Weverse’s global presence is significant too, with 87 percent of its traffic coming from overseas users. Its revenue grew by 41 percent from 239.4 billion won in 2021 to 337.9 billion won ($178 million to $252 million) in 2023.
Like Weverse, Berries is expected to integrate broadcasting and merchandise sales, positioning itself as an e-commerce-driven fan platform and a new revenue stream for Kakao Entertainment. With its in-house technological expertise and extensive intellectual property in Korean culture, Kakao plans to differentiate its service from Weverse, while directly competing in the market.
Kakao Entertainment owns multiple K-pop labels, including SM Entertainment, Starship, Edam, Antenna and IST, as well as talent agencies and drama and film production studios. Berries aims to expand beyond music fandoms to include actors, dramas, movies and webtoons, making it a comprehensive entertainment platform.
Music critic Lim Hee-yun emphasized that the key to success for any fandom platform lies in securing a strong lineup of artists.
“The success of a fandom platform depends on how many artists it can bring in, especially those with large fandoms. No matter how much investment goes into the platform or how advanced its services are, it will struggle without strong artist participation,” Lim said Tuesday.
As a subsidiary of Kakao Entertainment, SM Entertainment may eventually migrate its artists from Weverse to Berries once the new platform is fully established. However, SM artists are currently bound by undisclosed contracts that require them to use Weverse for a certain period.