Korean Military App Plans To Monetize Services For K-Pop Idol Fans

The official Korean military app, The Camp, is planning to undergo some significant business model changes, and one of its strategies includes monetizing services related to K-Pop idols.

Every year, multiple popular K-Pop idols enlist in the armed forces, and during the time of their service, these idols have to halt their entertainment careers. While serving, idols also have limited communication with fans due to the usage of mobile phones being restricted in the military. In such conditions, most fans resort to The Camp app to get updates about their favorite stars while they finish their service.

Launched in 2018, The Camp was initially intended to serve as an integrated platform for military communication needs and allow family and friends to send encouraging messages to newly enlisted trainees. But with the considerable foot traffic it has attracted from K-Pop idol fans, the company is determined to utilize it for business expansion.

Recent reports from the venture investment industry revealed that Enable Daon Soft, the tech firm behind The Camp, is planning to specifically target the K-Pop community to diversify its revenue streams. Here are some of the related strategies they plan to adapt:

Encouragement Messages:

Right now, the feature of sending encouraging messages to trainees is limited to 1,500 characters. However, the app will soon allow paid users to send messages without any character limits.

Messaging After Deployment:

Currently, users can only send letters to trainees. Once they are deployed, these messages cannot be sent to them. But by February next year, The Camp will expand the service to allow soldiers to send and receive messages even after being assigned to a unit.

The “Weverse of Soldier Idols”:

The previous changes in its existing services will facilitate a new feature on the app, which is a dedicated channel for enlisted idols to communicate with fans. The Korean media reported on this by drawing a comparison with the popular fan communication app Weverse, implying that The Camp could soon become the “Weverse of Soldier Idols.”

Creating a PB (Private Brand):

With new investment funds, Enable Daon Soft plans to expand its e-commerce business through military-related products. The goal is to build a PB and produce goods like military uniforms, cosmetics, and figurines, along with other products, using the Intellectual Property rights (IP) of the idols who enlist.

While these strategies could prove profitable for the company, chances of backlash from the K-Pop community are also something worth considering. As a fan, what would be your stand on this?