SAMG Entertainment and SM Entertainment Sign MOU for Long-Term CollaborationMerging K-Pop and Character Fandom Culture to Redefine the Entertainment Industry

-SAMG Entertainment and SM Entertainment embark on a long-term project, blending K-pop with character IP.
-SM Entertainment enters the world of Teenieping as rookie girl group Hearts2Hearts is set to collaborate with Heartsping.
-Fandom synergy between K-pop and character IP paves the way for new business models.
-Expanding multi-platform content and accelerating global market expansion across China, Japan, and Southeast Asia.

In a landmark move for the global entertainment industry, SAMG Entertainment, the powerhouse behind Korea’s beloved Catch! Teenieping, and SM Entertainment, a leading force in K-pop, have joined hands to integrate character IP with the ever-expanding fandom business of K-pop.
On the 17th, SAMG CEO Suhoon Kim and SM Co-CEO Young-joon Tak convened at SM Entertainment’s headquarters in Seongsu, Seoul, to sign a strategic memorandum of understanding (MOU), marking the beginning of a long-term collaboration aimed at expanding their global content businesses.

Through this agreement, the two companies plan to introduce an innovative fusion of K-pop and character IP, setting a new paradigm for the entertainment industry. The partnership will go beyond traditional licensing, developing sustained collaborations where SM artists and SAMG’s 3D animated characters seamlessly coexist in a variety of integrated content projects.

The first phase of this initiative focuses on an unprecedented collaboration between <Catch! Teenieping>, Korea’s top-ranked character IP, and SM’s highly anticipated rookie girl group, Hearts2Hearts. The eight-member group, set to debut on February 24, will enter the Teenieping universe, paving the way for cross-industry content such as collaborative music videos, merchandise, and other innovative projects. The fusion of the two fanbases is expected to introduce a fresh wave of engagement in the K-pop industry.

“This collaboration is not just about licensing character IP—it’s a bold step toward creating a new form of entertainment,” said Suhoon Kim, CEO of SAMG Entertainment. “By combining Teenieping’s unrivaled character influence with SM Entertainment’s global reach, we expect to generate unprecedented synergy.”

He further emphasized, “By partnering with Hearts2Hearts, we will naturally extend the Catch! Teenieping IP to a teenage demographic while simultaneously introducing new character-driven merchandise. Starting this summer, fans can expect a wave of unique products and content co-developed by both companies.”

The collaboration has already gained public attention, with Heartsping—the leading character from —personally sending a congratulatory message for SM Entertainment’s 30th anniversary on February 14, sparking excitement among fans.

Looking ahead, SAMG and SM plan to accelerate their global expansion into key markets such as Southeast Asia, China, and Japan. As early as this summer, the companies are set to unveil a lineup of co-branded content and products, marking a new chapter in K-content evolution.

Industry insiders anticipate that this partnership will serve as a pioneering model for the fusion of K-pop and character IP, reinforcing Korea’s competitive edge in the global content market. By bridging the gap between their respective fandoms, SAMG and SM are not only creating a new entertainment ecosystem but also laying the foundation for the next generation of K-content innovation.