Where Web3 met K-pop and culture met community

The Blurb Media > Branding > Where Web3 met K-pop and culture met community

Year

2025

Role in project

Creative strategy, Event management, Event Production, Partnership strategy, and Fan & Community Activation

Client

Abstract

ABOUT THE PROJECT

Where Web3 met K-pop and culture met community.

For Korea Blockchain Week 2025, The Blurb partnered with Abstract to design and produce two back-to-back experiences that captured the brand’s creative vision: Green Haus and Green Room.

We shaped both events from concept to execution. From building visual identity, 3D mockups, partner strategy, and operations, while developing a cultural play that bridged blockchain with Korea’s pop and youth culture. By placing a K-pop group at the heart of the activation, we transformed a traditional tech event into a fan-driven cultural moment that brought new audiences into the Abstract ecosystem.

What We Delivered:

Our team managed full-stack creative production and local operations across both events.

 

 

DELIVERABLES:

  • Creative concepting and spatial design
  • Brand identity and visual assets
  • Fan engagement and artist coordination
  • Merchandise design and distribution
  • On-site production, staffing, and logistics
  • Photo and video capture for post-event storytelling
  • Social coverage and influencer takeovers
  • Strengthened partnerships with Modhaus, zkSync, and university networks

Event 1: Green Haus – September 23, 2025 (Seoul)

A new kind of fan experience.

Green Haus welcomed over 500 guests, including founders, students, and fans, into a venue where blockchain met fandom. Partnering with Modhaus, zkSync, and university collaborators, we built a setting where attendees could learn about Abstract while connecting with music and pop culture icons.

The highlight was a K-pop group fan meeting and signing session, created as a bridge between the Web3 and K-culture communities. Fans who collected Abstract Rewards through the event app gained access to exclusive meet-and-greet moments, photo ops, and signed merch.

 

 

PROGRAMMING & HIGHLIGHTS:

    • Panel discussions featuring zkSync, Veera, Proof, YGG, and OS
    • Fireside chat with Luca Netz (Pudgy Penguins) and Modhaus CEO
    • Fan meeting with live performances oand Abstract Rewards activation
    • Fully branded venue, F&B service and merch experience
    • Real-time coverage from community creators across channels

Green Haus turned education into entertainment. For many attendees, this was their first exposure to Web3, and delivered through the excitement and familiarity of K-pop fandom.

Event 2: Green Room – September 27, 2025 (Seoul)

 

The encore that lit up the city.

 

Four days later, Abstract returned with Green Room, its fifth global edition, hosted during the Seoul International Fireworks Festival, Asia’s largest fireworks show. The event combined live art, music, and rooftop views, closing KBW with a celebration that felt both cultural and cinematic.
The fireworks drew over one million visitors citywide, with Abstract positioned at the center of the spectacle. The rooftop event gave partners, artists, and community leaders a memorable shared finale to the week

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