Sandara Park Partners with Power Entertainment for Southeast Asian Expansion
K-pop star Sandara Park has officially announced a strategic partnership with Power Entertainment to manage her representation across Southeast Asia. The collaboration, which marks a significant new chapter in the 2NE1 member’s career, aims to leverage the entertainment company’s regional network to create expanded opportunities in music, live events, digital content, and brand collaborations.
Power Entertainment, which features David Yong—known for his appearance on the Netflix series *Super Rich in Korea*—as a key figure, has also joined as a strategic partner and investor in Aradnas, the independent record label recently launched by Park. The company stated that the partnership intends to bring the singer closer to her long-time fan base while introducing her to new audiences throughout the region.
Strategic Focus on Localized Fan Experiences
For Park, the partnership is grounded in a desire to provide “better experiences” for her fans. She emphasized that the roles of Power Entertainment and three additional, yet-to-be-named partners for other regions are “really crucial” to her goals.
“With these partners, I’m hoping to achieve localisation and go closer to local fans and give a better experience,” Park said. She expressed a vision where she provides an experience that highlights the specific culture and characteristics of each country, rather than offering a uniform concert or content format everywhere. Drawing on her personal background—having been born in Korea but raised in the Philippines—Park noted that she adapts her expression to the culture she is in. “Because of my experience, because I have different ways of expressing myself in different cultures, I feel like I can adapt to diverse languages, cultures and people,” she added.
Park noted that she has been interested in working more closely with Power Entertainment since they first connected two years ago via Waterbomb Singapore. She intends to move beyond performing music produced for her, focusing instead on creating original work and performances that foster empathy and connection. Her 2026 album, *REPRISM*, serves as an example of this shift, featuring tracks she produced herself to showcase new sides of her artistry.
Upcoming Fan Engagements in Singapore
The announcement of the partnership precedes a series of public appearances by Park in Singapore. On July 17, the singer is scheduled to visit the Basketball Association of Singapore in the morning for a private event, followed by an evening appearance at Orchard Central’s Level 1 Atrium at 7pm.
This event is part of the “Singapore Playdate” campaign organized by Far East Malls in the lead-up to National Day. Fans seeking a closer encounter with the star can participate in a meet-and-greet session.
Qualification Requirements for the Orchard Central Event
| Requirement | Details |
|---|---|
| Minimum Spend | S$100 in a single receipt at Orchard Central |
| Timeframe | July 17, between 11am and 5pm |
| Verification | Upload receipt to the shopFarEast app and present it at Level 1 Atrium between 12.30pm and 5pm |
| Capacity | First 50 qualifying shoppers |
Organizers have specified that the meet-and-greet will feature a “hi-bye” greeting on stage, where winners can wave to the artist, followed by a group photo opportunity. Beyond the first 50 shoppers, other eligible individuals who register during the redemption period will be entered for a chance to win an autographed photo of Park.
Park, who has previously performed in Singapore, including at Waterbomb Singapore 2025 with 2NE1, noted that Southeast Asia has “always felt like home.” Further details regarding upcoming projects born from her partnership with Power Entertainment are expected to be released in the coming weeks.
Find more reporting in our Entertainment section.
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