Sony Leads the Web3 Revolution in Asia’s Entertainment Industry
Asia is quickly becoming the global epicenter for innovation in entertainment, and Sony is taking the lead with its groundbreaking Web3 platform, Soneium. Launched in January 2025 by Sony Block Solutions Labs, Soneium is a Layer-2 blockchain designed for seamless, transparent fan engagement in the entertainment industry.
What Is Soneium, and How Does It Work?
Soneium leverages Ethereum’s OP Stack to provide enhanced security, lower transaction fees, and higher throughput. This blockchain network empowers fans by creating a transparent ecosystem where their contributions to communities are acknowledged, valued, and rewarded. From gaming to intellectual property (IP) protection, Soneium is setting the new standard for Web3-enabled entertainment.
Revolutionizing Fan Engagement with IRC APP
A standout application of Soneium is Sony’s partnership with the Idol Runway Collection (IRC), Japan’s largest idol and fashion hybrid festival. The IRC APP utilizes Soneium’s blockchain to measure and reward positive fan engagement.
Fans gain rewards in the form of an “IRC Score” by posting supportive content on platforms such as X (formerly Twitter). Scores are automatically converted into blockchain-based assets in users’ wallets, without incurring gas fees.
These scores contribute to membership tiers, including Regular, Bronze, Silver, and Gold. Fans at higher tiers gain exclusive benefits for the upcoming IRC 2026 event, such as early ticket access, priority venue entry, and premium invitations. Additionally, fans can participate in on-chain voting to shape key elements of the event—ensuring their voices matter.
Web3 in Entertainment: Asia Leads the Way
Asian entertainment giants are leading the charge in exploring Web3 technologies to enhance fan interaction. Tencent Music’s revenue of $957 million in Q2 2025 exemplifies the success of providing superfan services, while Korea’s idol group tripleS has pioneered the use of NFTs for voting and engagement in their COSMO app.
By contrast, failed attempts like Momentrica, an NFT platform by HYBE and Dunamu, show the risks of entering Web3 without robust engagement strategies. Unlike successful projects, Momentrica treated NFTs as simple digital goods rather than tools for meaningful fan interaction, resulting in a $12.3 million net loss in 2025.
Why Soneium Could Succeed
Soneium is addressing these pitfalls by providing infrastructure optimized for participation-based ecosystems. From fandom voting to reward distribution, Sony’s blockchain strategy integrates Web3 principles with a focus on scalability and high user engagement. This positions Soneium as a strong contender in the global entertainment industry.
How to Prepare for the Web3 Fan Revolution
The future of entertainment is Web3-enabled, and industry players like Sony are paving the way. Fans, artists, and creators alike can look forward to engaging in communities that reward their contributions transparently.
For those interested in preparing for this revolution, staying informed and experimenting with tools like the IRC APP is a great starting point. Fans of J-Pop, anime, and other creative niches can expect these engagement models to expand, driving opportunities to actively participate rather than passively consume.
Where Innovation Meets Beauty and Style
In tandem with its commitment to fan engagement, IRC has partnered with renowned sponsors in the beauty and fashion industries to create immersive experiences for their audience. Fans attending IRC events can explore exclusive collaborations like the Sephora x Tokyo Girls Collection, offering limited-edition beauty products and fashion merchandise designed for superfans.