- NP and SG EnterTech to pursue joint XR business based on integration of MUA and Soul Nexus 

- Expansion into public, education, and enterprise markets through AI emotion recognition and VR-based experience packages

- Strengthened competitiveness in the global XR wellness market through technology and IP collaboration

NP, an XR (Extended Reality) content creative company (Co-CEOs Baek Seungup and Choi Jihun), announced that it has signed a strategic Memorandum of Understanding (MOU) with XR specialist company SG EnterTech to expand its XR-based mental care and content business.

Through this partnership, both companies plan to build a long-term collaboration framework by sharing their respective technologies and content production capabilities, and by jointly developing new business packages.

The core objective of the agreement is to create a new service model in the XR mental care market by integrating NP’s XR meditation solution, MUA, with SG EnterTech’s AI-based service currently under development, Soul Nexus (working title). The two companies aim to leverage their key technologies and intellectual properties to broaden the application of XR content.

As part of the collaboration, the companies will develop integrated packages combining MUA’s meditation content with SG EnterTech’s VR experiences, while advancing system capabilities to serve a wider range of customers. In particular, the AI chatbot to be embedded in Soul Nexus will be connected with MUA’s content, enabling the evolution of a more advanced, intelligent XR solution.

Beyond service development, the agreement also includes broad cooperation across public institutions, education, and enterprise sectors, as well as global co-marketing initiatives and the formation of joint task forces. The companies plan to gradually expand the scope of collaboration to lead the immersive XR content market.

NP is also preparing to expand its B2B and B2G offerings with an XR meditation solution linked to a smart mirror, first introduced at the Hong Kong Electronics Fair in October. When a user looks at a shared tablet screen, a camera detects facial data to measure biometric signals such as heart rate, heart rate variability (HRV), and stress levels. These signals are analyzed using MUA’s emotion inference algorithm, MIND-C AI, and synchronized with a VR device to recommend meditation content optimized for the user’s current emotional state.

SG EnterTech is an XR-focused company operating global online platforms and offline XR LBE (Location-Based Entertainment) businesses. Its portfolio includes kiosk-based VR experience services such as Snack VR, art therapy programs like Snack Healing VR and postcard mailbox experiences, as well as game IPs including Mega Racer: Quantum Rush and Fate Unbound VR. The company was recently selected as a “Little Penguin” company by the Korea Credit Guarantee Fund, recognizing its technological strength and growth potential.

With this partnership, both companies aim to enhance solution completeness through technology and IP exchange, while expanding beyond their existing B2C focus into B2B and B2G markets to secure a broader customer base. Building on their established domestic presence, they also expect to strengthen their influence in the global XR market.

Ko Donggyun, CEO of SG EnterTech, stated, “This agreement lays the foundation for connecting the XR and AI capabilities of both companies. We will expand applications across public, education, and enterprise sectors, and strengthen our content competitiveness in both domestic and global XR markets.”

Baek Seungup, CEO of NP, added, “This partnership marks an important starting point for demonstrating how XR technology can expand wellness experiences. By combining NP’s XR-based meditation content with SG EnterTech’s platform capabilities, we will be able to deliver a new form of mental care experience to enterprises, institutions, and a broader range of users.”