On the 16th, at 7 p.m. local time, K-pop music filled the air at the biggest theme park in Dubai, UAE, known as 'Global Village.' A ...
On the 16th, at 7 p.m. local time, K-pop music filled the air at the biggest theme park in Dubai, UAE, known as 'Global Village.' A DJ wearing a mask shaped like a skull performed on the main stage, while locals enjoyed dancing to K-pop tunes. Behind the DJ, three large screens displayed videos featuring 'KkonThat,' a character with a skull design, performing dance moves, creating graffiti on walls, and skateboarding. These videos were generated using artificial intelligence (AI) based on the KkonThat character. KkonThat serves as a prime example of OSMU (One Source Multi-Use), where AI transforms a character into various forms of content. The character has partnered with numerous companies across South Korea, Spain, and Poland, expanding its presence in areas such as DJing, music, visual arts, and performances. Yubora Yoo, CEO of Purbulus, the company that developed the KkonThat character, stated, "What once required five days of hand-drawn animation can now be done in 2–3 hours using AI," and added, "AI enables us to produce character-based content more quickly and at lower costs, allowing for faster market testing."
◇Accelerated and more effective global market expansion through AI-powered methods
Korean content businesses are utilizing artificial intelligence to penetrate global markets with greater speed, efficiency, and variety than ever before. In the past, content companies concentrated on specific areas—such as characters, videos, or comics. However, AI now facilitates the seamless conversion and use of existing content across different formats, creating new prospects for K-content companies overseas. Tasks that once required days can now be finished in hours, enabling firms to launch multiple samples and assess consumer preferences.
From the 15th to the 18th, Korean content companies presented AI-driven characters, content, and platforms at the '2025 K-EXPO UAE' in Dubai. Consumer events took place at Global Village on the 15th–16th, with 103 companies, six government ministries, and 12 institutional organizations showcasing Korean products, content, and technologies. On the 17th–18th, business export consultations at the Dubai World Trade Center attracted a large number of local buyers interested in domestic content, products, and services.
In contrast to the pessimistic view that AI might undermine the content industry by facilitating unauthorized copying and distribution, Korean companies showcased at the 'K-EXPO UAE' leveraged AI to boost content value and its applications. One Minute Go, a startup, serves as a notable example. The company runs a platform where users upload a one-page A4 novel, and AI transforms it into a short video with visuals that match the context. AI also automatically creates one-line titles. Seohyun Ko, CEO of One Minute Go, stated, "We have received numerous inquiries regarding international expansion," and added, "We intend to focus on increasing sales in English-speaking markets next year."
Buyers from Dubai also rushed to Emotion Wave's booth, which produces AI humans customized for company services and links them to assetization. Sooncheol Jang, CEO of Emotion Wave, said, "We reconfirmed the demand for AI agents like AI humans in industries," adding, "Although we currently use Midjourney, Alibaba's Qwen, and Google's Gemini, we plan to create our own AI engine." Hyuk Shin, CEO of The Gream, an AI-driven media art company, stated, "Korean companies are good at incorporating stories into content with precision," adding, "Using AI enables us to develop and test prototypes with various concepts."
◇Unprecedented K-tech approach to the Middle East strategy
Dance games driven by artificial intelligence that assess body movements and posture to evaluate performances, along with fitness guidance products, captured considerable interest. Sidewalk's K-pop dance platform 'Step In' employs a smartphone application and arcade-style devices to evaluate dances in real time. Leah, who is 15 years old, achieved a score of 82.58 out of 100 while performing to K-pop's 'Like Jenny.' A representative from the Korea Creative Content Agency stated, "The dance platform Step In is expected to be chosen as a showcase event for the Asian e-sports tournament, along with games such as League of Legends and PUBG."
Fitrix's offerings, which employ AI 3D sensing technology to assess posture, body balance, and physical age while recommending the best exercises, also drew attention from residents. Ahmed Al Kazaz, CEO of the Dubai Festivals and Retail Establishment (DFRE) under the Dubai Department of Economy and Tourism, spent more than 10 minutes examining the product and exclaimed, “Incredible!” Jeongwoo Nam, CEO of Fitrix, stated, “Many locals are amazed that static and dynamic posture analysis can offer internal and external health assessments,” noting, “Several have reached out regarding potential partnerships after witnessing the technology for the first time.”
During the K-EXPO UAE business export sessions, 114 local companies from sectors such as content, cosmetics, fisheries, sports, and consumer goods took part, holding 317 meetings with Middle Eastern and regional buyers. The event was commended for presenting a unique 'K-style' fusion of content, industry, and technology to the Middle East, going beyond the traditional 'consumption-based Hallyu' that centered on selling content and products. The expo led to business discussions valued at 70.5 billion South Korean won and resulted in 18 business agreements. Lakgyun Kim, head of the Global Innovation Division at the Korea Creative Content Agency, stated, "Hallyu is moving into a new stage where K-content and K-culture merge with industry and technology," and added, "Events like K-EXPO will act as a driver for the evolution of Hallyu."
