JYP Entertainment's subsidiary, JYP360, has officially changed its name to "Blue Garage" as it prepares for a bold new chapter. The rebranding reflects the company’s ambition to evolve from a business solely focused on IP-based ventures to a technology-driven innovation enterprise, centered on platforms and AI technologies.


Established in 2021 to handle merchandise (MD), commerce, and other IP-related businesses, JYP360 has operated as a hub for creating and managing intellectual property. The new name, Blue Garage, symbolizes a space where innovation in entertainment and the music industry converges with cutting-edge technology. The company plans to leverage its expertise in IP creation and merge it with AI technology to amplify synergies with JYP Entertainment's core operations, while also building next-generation business models.


One of Blue Garage’s key initiatives includes groundbreaking AI artist projects, which aim to introduce a new paradigm in entertainment content production. Additionally, the company plans to enhance efficiency in content creation using AI technology, while continuing to develop diverse IP products and services that fuse technology with creativity.


A representative from Blue Garage commented, “This renaming is not merely a change of name but a strategic declaration to expand our technology-driven IP business and enter the global market. Through sustainable and future-oriented business models, we aim to strengthen JYP Entertainment’s global presence.”


Both JYP Entertainment and Blue Garage are committed to breaking boundaries between entertainment and technology by developing IP innovation and fan platform solutions, pioneering new markets. This rebranding marks a significant step toward Blue Garage establishing itself as a leading global IP-based tech company.


Written by Kim Su Jin
Translated by Lee So Yun