Pledis Entertainment, a subsidiary of Hybe, and Jeju Special Self-Governing Province have formed a partnership to create K-pop content showcasing the unique features of Jeju Island. The signing ceremony for the memorandum of understanding took place at Hybe's Yongsan headquarters, with representatives from both sides in attendance. The collaboration aims to revitalize Jeju's tourism industry and enhance the brand value of both Jeju and Pledis by creating K-pop content that highlights the island's appeal. Through this partnership, Pledis and Jeju Island plan to promote the island through K-pop performances and content, with the goal of expanding the K-pop industry on the island. Pledis hopes that this collaboration will have a "win-win" effect by introducing K-pop content to tourists visiting Jeju and showcasing the island's diverse attractions and culture to K-pop fans. Jeju Governor Oh Young-hun expressed that the agreement not only provides an efficient solution for attracting domestic and international tourists, but also marks a new milestone in Jeju's cultural tourism, and they will closely cooperate with Pledis to elevate both Jeju's and Pledis' brand value.