SM Entertainment and SAMG Entertainment partner to produce a K-pop universe 3D animation series targeting a 2028 global release.
SM Entertainment and SAMG Partner on New Animated IP
The multi-industry joint project seeks to capitalize on musical intellectual property
BYDiya Mukherjee
27 JUL 2026, 04:28 PM
Highlights
- A 13-episode 3D production spanning nearly 20 minutes per segment targets a 2028 release.
- The narrative will blend music universe lore with action tropes aimed at teenagers and viewers aged 20 to 30.
- Set to be executed under a wider business strategy, revenues are expected to stem from concerts, recordings, as well as character licensing.
South Korea’s SM Entertainment has signed a co-production deal with global intellectual property company SAMG Entertainment to create a K-pop universe animation venture tentatively titled Superhero Idol Project. Announced on July 27, the Seoul-based effort aims to tap global streaming platforms with a 13-episode 3D series. As per reports, the SM Entertainment original animation project is designed to expand traditional music brands into multi-industry digital content.
What is the Superhero Idol Project by SM Entertainment?
SM Entertainment’s new project will have a runtime of approximately 20 minutes for each episode, as noted by Star News and Maeil Business News. By blending musical sensibilities with action and coming-of-age storytelling, the upcoming K-pop animation on OTT will be aimed at viewers spanning teenagers to those in their 20s and 30s. Reportedly, SM Entertainment will manage the planning and production of the series’ main soundtrack, as well as look after the vocal and performance elements, utilizing its already established music production infrastructure.
When is the Superhero Idol Project expected to premiere?
The Superhero Idol Project is targeting a global OTT release in 2028. However, The Asia Business Daily noted that the release date, episode count, and production schedule remain subject to adjustment based on production progress and mutual terms. The tentative premiere establishes the SM Entertainment animation 2028 venture as a long-term ambition in the company’s content roadmap.
Who is collaborating with SM Entertainment on the animation series?
This SM Entertainment collaboration will use 3D production capabilities of SAMG Entertainment, a global firm known for IPs such as Catch! Teenieping and Metal Cardbot. SAMG Entertainment Chief Executive Officer Suhoon Kim stated in a release that the project, developed over two years, combines the organization’s animation expertise with SM’s global fandom to generate sustained, high-value-added licensing revenue. This partnership additionally intends to build an integrated business model that expands into music releases, live concerts, artist management, and video licensing.
Will the K-pop universe animation be available globally?
As a flagship SM Entertainment global animation franchise, the series seeks to utilize the growing international demand for Korean cultural contentacross various streaming platforms. Content industry analysts cited by The Asia Business Daily emphasized that the fusion of music and animation offers a new growth engine as global OTT platforms battle actively for proprietary IP.
The announcement of the SM Entertainment OTT series highlights how music agencies are seeking diversified revenues across multi-platform media. If successful, this SM Entertainment K-pop animation could set up a commercial template for many agencies, which they would want to replicate, for cross-industry entertainment convergence.
Diya Mukherjee
Diya Mukherjee is a Content Writer at Outlook Respawn with a postgraduate background in media. She has a passion for writing content and is enthusiastic about exploring cultures, literature, global affairs, and pop culture.
Diya Mukherjee
Diya Mukherjee is a Content Writer at Outlook Respawn with a postgraduate background in media. She has a passion for writing content and is enthusiastic about exploring cultures, literature, global affairs, and pop culture.
Published At: 27 JUL 2026, 04:28 PM
Tags:AnimePop CultureK-PopKpop Demon HuntersSouth KoreaSM Entertainment
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