K-Park on Roblox
Game, Virtual Experiences — 2022-2023

For Season 2 of Spotify Island on Roblox, we introduced our first genre-themed location, K-Park! The K-Pop audience has an enthusiasm like no other and we engaged their willingness to participate by creating a portal from Spotify Island’s Evergreens to K-Park. Floating in the sky, our amusement park was inspired by the bright, energetic world of K-Pop. From the neon Hangul signage to the holographic fantastical foliage, K-Park truly immersed stans in all things K-culture. We also introduced our first two emotes to Spotify Island. Annyeong(안녕) translates to hello in Korean and our emote came accompanied with a polite bow, and Hwaiting(화이팅) which serves as a rallying cry showcased a fist bump into stars. 

At the centerpiece of the park was our K-Cafe. Mimicking the cafe culture in South Korea, fans could order Bungeo-ppang fish shaped pastries and Patbingsoo(Korean shaved ice) however to do so, they would need to apparate them with a magic lightstick. Sprouting from the top of the cafe, was our giant Dalgona coffee fountain.

Through Spotify Island, we’re creating an easy opportunity for artists to connect with fans and partner with Spotify on the creation of in-experience virtual merchandise. And at the launch of Season 2, we partnered with superstar SUNMI from K-Pop Gen 2. To promote the game, both SUNMI and her avatar starred in a gameplay trailer.

To visit SUNMI, players took a portal from K-Park to visit her on her personal star-shaped cloud. Upon meeting her avatar for the first time, players were able to join SUNMI's official fanclub "miya-ne" and obtain a specially signed lightstick. From SUNMI's exclusive capsule collection, fans were able to get reps of SUNMI's real life bass guitar or get buttefly wings, dresses, and pigtails inspired by her "Lalalay" music video. All of SUNMI's merch and art direction was inspired by her discography from "Gashina" to "Tail". The main motif repeated throughout SUNMI's real life set design, in-game capsule collection, and scavenger hunt, is the Lalalay butterfly.

Stray Kids is the #1 Most-Streamed Male K-Pop Group globally on Spotify, and we brought them to K-Park. And at the launch of Season 2, we partnered with superstar SUNMI from K-Pop Gen 2. While to our audience SUNMI serves as a seasoned mentor, they see confident role models and heartthrobs when they look at Stray Kids.

Similar to SUNMI, Stray Kids had their own personal cloud, merch capsule collection, and scavenger hunt fansign quest. Upon completion, fans received the official SKZ lightstick and autograph badges from each member. Players were also able to discuss their favorite drinks with Stray Kids at the cafe.

While SUNMI's package was inspired by her entire discography, for Stray Kids' partnership, they preferred prioritizing the promotion of their single at the time, "Maniac".  In their Maniac era, Stray Kids represented the oddballs who break "ordinary" social norms set by the world, referred to as Frankenstein's monster. 

For our first choreographer to join Spotify Island, we knew we had to have the best, Bailey Sok. With over 16 years of dance experience, Bailey’s dance and choreography credits include Jason Derulo, Megan Trainor, and even Janet Jackson. In the K-Pop space, she's choreographed viral moves for aespa, SHINee, Red Velvet, ITZY, and Enhypen. On the island, Bailey held choreo classes on stage and players could learn dance emotes from her.

Bringing K-Park to the real world, we held our first event at our brand new Los Angeles campus where I had to pleasure of MCing. We transformed the space with elements from the game: neon floating hearts, crystalized pedestals, and holographic flowers. At the event, Bailey herself came to teach a new routine to special fans, dancers, and influencers.

AGENCY

Spotify

ROLE

Game Direction
Principal Creative Direction

CREATIVE & PRODUCTION

Rebecca Lim
Dominique Wynne
Rainy Fu
Mel Eisen
Marie Ronn
Gabija Blake
The Gang Sweden

YEAR

2022—ongoing