SINGAPORE, October 22, 2025 – In a move that underscores Singapore’s growing influence as a hub for creative and experiential innovation, Kingsmen Creatives Ltd., a leading regional design and experience group, has announced that its U.S.-based subsidiary Kingsmen Xperience, Inc. will partner with Choom Pte. Ltd. to launch and globalise the CHOOM Project, a new-generation K-culture initiative that blends entertainment, technology, and social engagement.
The collaboration was formalised through a Memorandum of Understanding (MOU), marking the beginning of a strategic partnership aimed at jointly driving the global expansion of the CHOOM Project. Both companies will work together on business development, marketing, and co-branded experiences including roadshows, pop-up exhibitions, and PR campaigns across international markets.
Redefining K-Culture Through Immersive Experiences
The CHOOM Project represents an innovative K-pop Kiosk–Social Media concept, designed to connect global audiences with K-culture through interactive physical installations and digital engagement platforms. By combining in-person kiosks with a social media application, the project gives K-pop artists new avenues to expand their global fan bases while providing fans immersive, personalised ways to interact with the culture.
Set to debut in Singapore later this year, the CHOOM Project will feature a series of launch events, youth-focused promotions, and pop-up activations aimed at attracting young families, international visitors, and fans of K-lifestyle and entertainment.
“Our collaboration with Choom reinforces Kingsmen’s focus on designing experiences that transcend boundaries,” said Anthony Chong, Group Chief Executive Officer of Kingsmen. “The CHOOM Project captures the spirit of cultural connection, integrating entertainment, creativity, and innovation to engage a global audience in new ways. We’re excited to see how this partnership will unlock opportunities across new markets and communities.”
Blending Design Expertise and Cultural Innovation
Headquartered in Singapore and listed on the Mainboard of the Singapore Exchange (SGX:5MZ), Kingsmen Creatives Ltd. is known globally for creating impactful brand experiences and integrated design solutions across retail, exhibitions, museums, and themed attractions. Its U.S. subsidiary, Kingsmen Xperience, Inc., headquartered in Los Angeles, specialises in location-based entertainment (LBE)—transforming well-known intellectual properties into interactive, large-scale attractions and installations.
Kingsmen Xperience has a track record of developing museum-quality exhibitions, pop-ups, and permanent entertainment venues for global brands. Its work spans licensing, design, operations, and capital management across partnerships with major real estate developers and entertainment companies worldwide.
“CHOOM represents a new generation of cultural experiences—interactive, dynamic, and deeply rooted in community,” said Corey Redmond, Senior Executive Vice President of Kingsmen Xperience. “At Kingsmen Xperience, we see tremendous potential in bringing K-culture to the global stage through fresh storytelling formats and immersive environments. Partnering with Choom allows us to combine our expertise in location-based entertainment with their creative vision.”
Singapore as Launchpad for Global Cultural Experiences
Choom Pte. Ltd., a Singapore-based entertainment startup, focuses on pioneering immersive cultural and social experiences that merge physical and digital platforms. Its flagship initiative—the CHOOM Project—takes its name from the Korean word “Choom” (춤), meaning “dance.” This reflects its mission to celebrate the movement, rhythm, and connectivity at the heart of K-pop culture.
“The CHOOM Project is designed to offer distinctive, interactive experiences that strengthen connections within the global K-pop community,” said James Hong, Managing Director and Co-Founder of Choom. “This MOU marks a significant milestone for our expansion, supported by Kingsmen’s extensive network and decades of global project experience. With the launch of our kiosks in prominent Singapore venues later this year, we are ready to roll out an ambitious regional and international expansion strategy.”
Shaping the Future of Experiential Entertainment
Through this collaboration, Kingsmen Xperience and Choom aim to push the boundaries of location-based digital entertainment, starting from Singapore—a city that has become a nexus for both creative entrepreneurship and cross-cultural collaboration.
By integrating Kingsmen’s design and entertainment production capabilities with Choom’s innovation in immersive K-culture engagement, the partnership seeks to reimagine how audiences interact with culture and technology, transforming the global K-pop experience into one that is both personalised and participatory.
As both companies prepare for the CHOOM Project’s official Singapore debut in late 2025, the initiative signals a broader trend in the entertainment industry—where Asia’s creative capital increasingly fuels global experiential storytelling.