Cube Entertainment & Animoca Brand
Project Summary
In the evolving K-pop industry, Anicube, a collaboration between Animoca Brands and Cube Entertainment, aimed to revolutionize fan engagement through Web3 technology. The challenge wasn't just creating another NFT platform—it was about crafting an immersive ecosystem where fans could meaningfully connect with their favorite artists.
My role as Product Designer was to spearhead the platform's transformation, ensuring the digital experience aligned with both Web3 innovation and traditional K-pop fan expectations.
My Role
Design Lead
User Researcher
UX Designer
UI Designer
Deliverables
Design System
Interactive Prototypes
Motion Graphics
User Flows
Client
Year
2022
My Role
As Product Designer at Anicube, I led the strategy and execution of Anibear NFTs in the K-pop market, focusing on creating promotional campaigns and sales strategies that bridged Web3 technology with K-pop fan culture. Working with project managers and stakeholders from Cube Entertainment and Animoca Brands, I spearheaded marketplace development and ensured seamless purchasing experiences for first-time NFT buyers.
Coordinating with a team of seven platform designers, I oversaw the creation of marketing materials and interactive features that drove Anibear sales. Through user research and community engagement, I shaped buying experiences that felt natural to K-pop fans while maintaining Web3 technical requirements, ultimately establishing Anibear as a valuable digital collectible in the K-pop ecosystem.
Why
Integrating artist promotions into our NFT platform addressed a critical market challenge: while K-pop fans were highly engaged with traditional merchandise and digital content, they remained hesitant about Web3 investments.
By featuring Cube Entertainment artists like LIGHTSUM and PENTAGON directly promoting their NFTs, we aimed to bridge the trust gap and validate these digital assets within the K-pop ecosystem. This strategy served multiple purposes: it helped educate fans about Web3 through familiar faces they trusted, created new revenue streams for both artists and the company, and established a foundation for future digital engagement innovations.
Most importantly, it provided a solution to fans' growing desire for more meaningful artist interactions, transforming traditional fan engagement into a Web3-powered experience that offered genuine exclusivity and direct artist connection.
How
Community Hub
Built on a Discord-inspired foundation, this multilingual platform creates dedicated spaces where global fandoms connect and engage. Real-time chat rooms and interactive features enable seamless communication between fans, with special channels for artist participation and community events.
B2B Agency Marketplace
A comprehensive backend system empowers entertainment companies to manage their digital presence efficiently. Agencies can coordinate NFT releases, track analytics, and engage with fans through a secure platform that automates revenue distribution and provides robust management tools. This marketplace serves as the central point for all business operations, from asset creation to fan engagement metrics.
Anibear NFT Ecosystem
Our NFT system transforms traditional fan experiences into exclusive digital communities. Each NFT serves as an access pass, unlocking private chat rooms and special artist interactions. Fans who share ownership of specific NFTs can connect directly, creating micro-communities based on shared interests and digital assets.
This three-part strategy bridges the gap between traditional fandom and Web3 innovation, creating an ecosystem where digital ownership enhances real relationships between artists, agencies, and fans.
Challenges
Traditional Marketing Disconnect
Stakeholders relied on outdated promotional strategies like quizzes and giveaways, failing to address the fundamental need for Web3 education. This traditional approach to marketing NFTs resulted in underwhelming first-round mint sales, as it didn't address the community's existing skepticism about Web3 technology.
Security and Education Gaps
Users demonstrated dangerous security practices, such as sharing wallet passwords in public chats, revealing a critical lack of Web3 literacy. The complexity of wallet setup and management proved overwhelming compared to familiar credit card transactions, creating significant barriers to entry for mainstream K-pop fans.
Payment Infrastructure Barriers
Many users encountered unexpected obstacles when their banks blocked crypto-related transactions. This created confusion and frustration, as fans willing to participate found themselves unable to purchase NFTs through traditional banking channels. The lack of clear alternative payment solutions further complicated the minting process.
Solutions
Bundled Product Strategy
We revolutionized our approach by bundling NFTs with traditional merchandise that fans already trust and value - exclusive photo cards, clothing, lightsticks, and other physical items. By positioning the NFT as a free bonus with physical purchases, we eliminated the psychological barrier of "buying NFTs." This strategy made Web3 adoption feel like a natural extension of familiar fan behaviors rather than a forced technological leap.
Artist-Led Education
To build trust and understanding, we created educational content featuring familiar faces like PENTAGON's Shinwon. Through engaging tutorials, artists guided fans through wallet creation, security practices, and safe minting processes. The use of beloved artists as educators transformed complex technical concepts into approachable, trustworthy guidance. Rather than learning from unknown YouTube creators, fans could follow along with their favorite idols.
Flexible Payment Solutions
We implemented a dual-payment approach by combining traditional credit card payments for merchandise bundles with MoonPay integration for direct NFT purchases. This hybrid system accommodated both crypto-savvy users and traditional fans. The merchandise bundling strategy allowed us to process most transactions through familiar payment channels, followed by NFT airdrops upon purchase verification. This significantly reduced the friction in the purchasing process while maintaining the Web3 benefits.
Refinement
In the ongoing Refinement phase of the Anicube project, we recognize the importance of constant iteration to make the website even better. We’ve introduced a dedicated section for Anibear holders to check their wallets and access special rewards like MD-kits, t-shirts, and concert tickets. However, our commitment to excellence doesn’t stop there. We regularly gather user feedback and analyze user interactions to identify areas for improvement. This iterative process allows us to fine-tune the user experience, optimize performance, and ensure that Anicube remains at the forefront of redefining K-pop fandom in the digital age. With each iteration, we aim to exceed user expectations and provide a platform that continually evolves to meet the ever-changing needs of our passionate community.
156%
73%
+45k
Increase users in discord and twitter
