Sandara Park Partners with Singapore's Power Entertainment for Southeast Asia Expansion

Veteran K-pop idol Sandara Park, widely known for her time with the iconic group 2NE1, has announced a new venture focusing on Southeast Asia. The 41-year-old singer is partnering with Singapore-based entertainment company Power Entertainment to develop and execute projects throughout the region.

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In the past, I was more focused on how to express what the producer made for me on stage. But now, I'm doing more like composing songs and producing my album. The biggest homework I'm focusing on is 'How can I deliver the message that I want to tell to my fans through my music?'

Park expressed her desire to connect more deeply with fans across Southeast Asia, emphasizing a shift in her artistic approach. "In the past, I was more focused on how to express what the producer made for me on stage," she explained during a press conference. "But now, I'm doing more like composing songs and producing my album. The biggest homework I'm focusing on is 'How can I deliver the message that I want to tell to my fans through my music?'"

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Ever since then, I've been looking forward to great performances [like that].

To achieve this, Park chose Power Entertainment, helmed by Singaporean businessman David Yong. Yong, who gained recognition from the Netflix show "Super Rich In Korea" and is CEO of Evergreen Group Holdings, first connected with Park during the 2024 Waterbomb Singapore music festival, where he was a co-organizer and she was a performer. "Ever since then, I've been looking forward to great performances [like that]," Park stated.

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With these partners, I'm hoping to achieve localisation and go closer to local fans and give a better experience...I'm really excited.

Park also revealed plans to collaborate with three additional unnamed partners for other regions, aiming for "localization" and a "better experience" for local fans. Her vision involves creating content that "highlights the culture and characteristics" of each country, moving away from a one-size-fits-all approach. She noted the difference in her persona depending on the location, stating, "I was born in Korea, but I grew up in the Philippines. There's a difference [when I'm in each country]. In Korea, I'm [formal], but in the Philippines, I'm a comedian. The culture is different."

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For example, I was born in Korea, but I grew up in the Philippines. There's a difference [when I'm in each country]. In Korea, I'm [formal], but in the Philippines, I'm a comedian. The culture is different.