[News Culture] South Korean fandom technology company bemyfriends is looking to expand its business across Southeast Asia, proposing a centralized platform for Indonesian artists and entertainment properties that would bring fan communities, merchandise sales and live events into a single digital ecosystem.
The proposal was presented by CEO Steve Seo during a keynote address at the fifth World Conference on Creative Economy (WCCE 2026) in Jakarta on October 22. According to the company on October 26, Seo outlined a strategy for adapting the fandom business infrastructure developed through K-pop to Indonesia's growing creative industries.
First launched in Indonesia in 2018, the World Conference on Creative Economy brings together government officials, industry executives and creative professionals to discuss the economic potential of cultural and creative industries. This year's conference returned to Jakarta, with participation from approximately 80 countries and joint organization by Indonesia's Ministry of Creative Economy and Ministry of Foreign Affairs.
Speaking under the theme "The Future We Build With Fans: From Seoul to Jakarta," Seo argued that fandom has become an integral part of the creative economy, extending beyond traditional entertainment consumption into community building, commerce and long-term engagement.
"Fans are already part of the creative economy," he said, emphasizing the importance of official digital spaces where artists and audiences can maintain direct relationships.
Seo pointed to b.stage, the company's integrated fandom business platform, which has surpassed 14 million cumulative registrations worldwide. The service provides infrastructure for fan communities, memberships, merchandise sales and other commercial activities, allowing artists and intellectual property owners to operate their own branded fan platforms.
Among the examples highlighted was Netflix's KPop Demon Hunters. Since December 2025, b.stage has served as an official community partner for the property, supporting fan engagement and commercial activities associated with pop-up events across 10 cities worldwide. Its services connect online communities with event reservations, merchandise preorders and on-site purchases and fulfillment.
Seo also cited mfan, a Vietnam-based fandom platform launched in August 2026 in partnership with local music and entertainment company MMusic. Built on b.stage's technology, the service supports dedicated fan platforms for more than 11 Vietnamese artists and acts.
The Vietnam partnership offers a model for bemyfriends' broader regional strategy: combining its existing technology and experience in fandom operations with local entertainment companies that understand their markets and audiences.
The company's proposed Indonesia Fandom Hub would apply a similar approach on a larger scale. Under the plan, multiple Indonesian artists and entertainment properties could operate independent fan pages within a shared platform, manage their own content and develop direct commercial relationships with supporters.
The concept extends beyond digital communities. Seo outlined potential year-round activities, including fan meetings, pop-up events, concerts and an annual Fandom Week, designed to connect online participation with in-person experiences and business opportunities for local creators.
He also proposed establishing a working-level consultation group with Indonesia's Ministry of Creative Economy to explore possible cooperation. The proposal remains at the discussion stage, with no finalized partnership or implementation timetable announced.
"Culture grows when people actively participate in creating it," Seo said. He added that bemyfriends intends to work with Indonesian partners to develop year-round fandom programs, drawing on the infrastructure and operating experience accumulated through K-pop.
The Jakarta appearance forms part of bemyfriends' wider effort to establish partnerships with governments, entertainment companies and intellectual property owners across Southeast Asia.
For the company, Indonesia represents an opportunity to move beyond exporting K-pop-related services and develop a locally driven fandom business model. Its proposed hub would place Indonesian creators and intellectual properties at the center, while using the technology and commercial infrastructure already developed for international fan communities.
Following WCCE 2026, bemyfriends plans to pursue further discussions with industry partners in Indonesia and other Southeast Asian markets as it evaluates opportunities for commercial collaboration.
Reported by News Culture M.J._mj94070777@nc.press
Copyright ⓒ 뉴스컬처 무단 전재 및 재배포 금지
