Due to the shareholder revolt and a falling stock price of the company they wanted to create this, in order for the Artists and the company itself be able to directly interact with the fans and be more engaged in the entertainment ecosystem.
They're just gonna sell rabid K-Pop fans some shit coin that would quickly become useless faster than the average K-Pop aspirant's career.
In general, it's wise to stay away from celeb coins, they usually have nothing solid to stand on aside from the celeb's popularity and even that is not a guarantee these coins would hold their value.
Maybe that's your opinion, but this will be a breakthrough, of course, because the KPop is scattered everywhere. especially South Korea already uses a blockchain system.