[HelloT] Emotionwave Signs MOU with Neolli for AI-Based K-Culture Business in Vietnam

MOU signing at MU:CON 2026... Linking content/education capabilities with AI technology
Testing practical models for fan-participatory idol acceleration and localization
AI music tech company Emotionwave is promoting an AI-based content and education business targeting the Vietnamese market, in partnership with Nallri, a global K-culture talent business company. Attention from related industries is focused on this attempt to combine technology and local operational capabilities in the Southeast Asian market, where demand for K-pop is growing.
According to the company on the 8th, Emotionwave signed an MOU with Nallri at '2026 Global Music Fair (MU:CON 2026)' held at the CUBE Convention Center in Sangam, Seoul, over the past two to four days. This agreement focuses on jointly planning and verifying technical cooperation, entry into the Vietnamese market, and a fan-participatory idol acceleration business by combining K-culture content/education capabilities with AI/digital technology.
This collaboration is notable for prioritizing the Vietnamese market, where demand for K-pop and Korean language learning is expanding. The company explained that they are first reviewing a localization model combining education/content with AI technology as a test subject. Industry observers view this approach—designing not only content export but also local talent discovery and fan participation structures—as a litmus test for business expansion potential.
Emotionwave introduced its AI music content generation infrastructure and AI virtual musician IP technology during the event, discussing potential collaborations with domestic and international music and entertainment industry professionals. The company views this agreement with Nulri as one of the collaborative achievements secured at the event. Emotionwave announced that since its establishment in 2013, it has been conducting research and development based on media artificial intelligence in fields such as music creation, performance, music education, and broadcasting.
Nulri, the collaborating partner, is focusing on nurturing local talent by operating a K-POP academy and audition business with its base in Hanoi, Vietnam. According to the company, 324 people applied for the Hanoi Grand Audition held by Nulri this July. Nulri also explained that it has been selected for the Ministry of SMEs and Startups' TIPS program and is developing AI-based local influencer analysis technology, while also promoting a global idol project targeting a debut in 2027.
In the music and entertainment industry, there is an ongoing trend where AI technology is expanding its scope beyond production efficiency to include artist discovery, education, and fan community management. However, some analyses suggest that actual results depend on verifying demand in local markets and the sustainability of the business model.
Director Lee Jo-seunghyun of Emotionwave said, "AI technology has moved beyond being a tool for creating music content to a stage where it can redesign the very structure through which artists are discovered and grow," adding, "We plan to create a verifiable global model starting with Vietnam by combining Nulri's K-Culture education and content capabilities."