MuseM expands artist IP business with Enhypen immersive exhibition

Entertainment platform MuseM is expanding its artist intellectual property business by taking charge of global licensing for an immersive exhibition built around Enhypen’s music and creative universe.

“House of Vampire — Dive into Enhypen Chronicle” opened Aug. 13 at Ara Art Center in Jongno-gu, central Seoul, following an earlier run in Tokyo.

The exhibition combines music, visual content, spatial design and interactive elements around the vampire narrative that has played a recurring role in Enhypen’s discography and related content.

The project was planned and produced by Hybe Japan, with Japanese creative company Imagica EEX overseeing spatial production and experience design during its run in Tokyo. The Seoul edition follows the exhibition’s run at Shinjuku Sumimoto Hall in Tokyo from February 5 to March 5.

MuseM is responsible for global licensing, while Lotte World is in charge of overseeing local operations in Korea.

For the company, the project forms part of a broader push to expand its business beyond individual concerts and merchandise into exhibitions, licensing, content and overseas distribution centered on artist IP.

“Narratives surrounding artists are increasingly expanding beyond albums and concerts into exhibitions and other experiential formats,” Park Soo-wang of MuseM was quoted as saying in the company’s press release. “Through our licensing partnership, we are focused on honoring Hybe Japan’s creative vision and respecting Enhypen’s distinctive identity, while giving fans an opportunity to experience that world in a more immersive way.”

The company has recently expanded its portfolio through similar projects involving other major K-pop artists, including participating as an investor in live projects involving G-Dragon and developing “Hello Kitty x Jisoo,” a collaboration between Blackpink member Jisoo and Sanrio’s Hello Kitty spanning merchandise, content and offline experiences.

The company has also been strengthening its live entertainment business. In April, MuseM signed a strategic partnership with NHN Link to jointly develop K-pop concerts and related exhibitions, merchandise and global content.

Under the partnership, NHN Link will provide ticketing and live-event infrastructure through its Ticketlink platform, while MuseM will handle artist IP, content planning, concert development, exhibitions and merchandise.

These projects reflect a wider shift in the K-pop industry toward developing artist IP beyond albums and concerts, as entertainment companies seek to turn music, characters and artist narratives into experiences that can travel across different platforms and markets.

“As K-pop continues to increase its global reach, the ways in which artist IP can be developed are also becoming increasingly diverse,” Park said. “Our goal is to connect live events, exhibitions, content, licensing and global distribution within a single business structure and create more points of connection between artists and their audiences.”

“House of Vampire — Dive into Enhypen Chronicle” will run through Sept. 27. Tickets are available through Melon Ticket, with admissions open to visitors aged 7 and up.