Danal Entertainment to Host Music, Gaming and Subculture Events at S Factory in Seongsu: "Expanding IP Experiences"
Danal Entertainment is expanding its intellectual property (IP)-based business by holding a series of offline events at S Factory in Seongsu-dong, Seoul, spanning music, gaming, and subculture. The company plans to develop the venue into a hub for multifaceted content that connects fandoms with IP by attracting a range of global brands and content.
Danal Entertainment said on November 10 that it would hold a series of large-scale events centered on global brands and popular IP at Building D of S Factory in Seongsu.
The November event lineup features a range of genres, including subculture, music, and gaming. First, Illustar Week Vol. 1, a new event spun off from the comprehensive subculture event Illustar Festa, runs through November 11. Global subculture companies such as Bushiroad and pixiv are taking part and showcasing related content.
On November 14, Spotify SPEAKEASY, a live music series by global music streaming platform Spotify, will be held. The band HYUKOH will take part in a live performance and talk session, giving Spotify Premium users selected in advance the opportunity to experience the artists' music and stories in person.
Gaming events will follow. Riot Games' Wild Rounds: SMASH 2026 will take place on November 21 and 22. The event will feature matches centered on the mobile game League of Legends: Wild Rift, creator participation, and on-site interactive programs. From November 26 to 29, the sixth HPT (Hangame Poker Tour), an offline tournament based on Hangame Royal Hold'em, will be held.
Danal Entertainment plans to develop S Factory beyond a simple event venue into a hub for multifaceted content where a variety of IP and brands can meet their fans in person. The company is attracting content from fields such as music, gaming, and subculture to make better use of the venue, while expanding its collaborative network connecting IP holders, brands, and fandoms.
This strategy is also linked to NOVERA, the integrated online and offline commerce platform the company is developing. The plan is to expand the offline fandom experiences created at S Factory into product planning, pop-up stores, and online promotional events. Danal Entertainment aims to broaden IP-based business opportunities by combining its capabilities in content distribution, merchandise planning (MD), and live entertainment with its experience operating offline venues.
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“Spaces where fans can experience the IP they love firsthand enhance the value of content and create new business opportunities,” said Hyun Neungho, CEO of Danal Entertainment. “We will develop S Factory into an offline hub for NOVERA and expand business models that connect in-person experiences with commerce through collaboration with a range of IP holders and brands.”
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