- The EnterTech Platform and the Immersive Dome Theater collaborate to create a regional digital performance ecosystem.
- A mega-scale Dubai K-POP Festival is planned as a strategic gateway for market expansion.
SEOUL, South Korea, Feb. 27, 2026 — BIGC (CEO Mihee Kim, ), a global entertainment-tech company running an all-in-one digital venue platform, announced the signing of a strategic MOU with immersive content specialist Bauer Lab to grow K-POP business initiatives in the Middle East.
The agreement, signed on February 10 at BIGC’s headquarters in Gangnam, Seoul, is more than just a simple concert collaboration. The two companies aim to jointly construct a Middle East-centered K-POP digital performance ecosystem integrating concerts, exhibitions, and artist IP. By combining their core technologies and platform capabilities, the partners intend to establish a sustainable distribution structure for Korean cultural IP in the region.
As part of the partnership, the companies plan to co-host a mega-scale K-POP festival in Dubai within the year, positioning it as a strategic gateway for expansion into the Middle East. Going beyond one-time events, the initiative endeavors to transform performance content into scalable and monetizable digital assets, with the long-term goal of fostering the Middle East as a key hub for global K-POP expansion.
The Middle East is considered a high-potential market, characterized by a young population and rapidly increasing global content consumption. According to the “2025 Overseas Hallyu Status Survey,” over 70% of respondents in countries like the UAE and Saudi Arabia reported having consumed K-POP content. While performance infrastructure and digital distribution systems are still underdeveloped in parts of the region, this gap presents significant opportunities for EnterTech-driven market entry. BIGC and Bauer Lab aim to address these structural limitations through technological innovation.
Under the agreement, BIGC will utilize its global “All-in-one Digital Venue” platform to oversee integrated operations such as performance planning, ticketing, commerce, fandom services, and data analytics. Through this approach, K-POP concerts in the Middle East will be extended beyond standalone live events into scalable, platform-driven digital business models.
Bauer Lab will contribute its high-resolution LED dome theater “ORBYT,” which specializes in immersive content production and venue operations. Equipped with spatial audio and real-time transmission technology, ORBYT supports not only physical concerts but also virtual performances, hybrid live events, and archive-based content screenings.
Mihee Kim, CEO of BIGC, stated, “By integrating K-POP content with the digital venue technologies of both companies, we aim to establish a new EnterTech model in the Middle East and further expand into diverse K-culture consumption markets worldwide.”
Su Hyun Cho, CEO of Bauer Lab, commented, “We seek to transform performances from one-time events into scalable and continuously distributable content assets. By combining BIGC’s global platform capabilities with ORBYT’s immersive technology, we will introduce a new concert experience to the Middle East.”
BIGC operates an all-in-one digital venue platform for the entertainment industry, providing integrated services including BIGC PASS (ticketing), AI Live, commerce, fandom services, and data analytics.
With more than 1.3 million members across 230 countries, the company continues to strengthen its global footprint across key entertainment markets.
Through this partnership, BIGC aims to accelerate its digital expansion strategy for K-POP IP in the Middle East and beyond.
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