SOULX Co., Ltd. (CEO Derek Hwang) has announced its participation in AWE USA 2025, which will be held from June 10 to 12 in Long Beach, California, as part of the Pavilion Seoul XR.
SOULX is a creative group aiming to provide storytellers worldwide with freedom of space and expression through XR (extended reality) technologies. The company develops immersive content and solutions optimized for the AI era, realizing storytelling in various forms such as digital content, games, branding, and exhibitions based on cutting-edge XR technology, unique concepts, and original worldviews.
CEO Derek Hwang said, “Through various global projects in the design field, I’ve continuously explored how to express culture and art through technology. I founded SOULX to realize the philosophy of inclusive space and communication. Together with a team of experts in curation, brand design, architecture, biotechnology, and residential design, we are developing the ‘Soulware’ solution.”
SOULX aims to move beyond the traditional expert-centric model of XR content creation by creating an environment where anyone can freely express their stories and communicate through visuals. With the popularization of AI technology and changes in digital perception, content creation is no longer limited to professionals. SOULX is building an open-source ecosystem tailored for the generative AI era, enabling easier and faster XR content creation, while continuously improving solution stability and user convenience.
At AWE USA 2025, SOULX will introduce ‘XROOM’, a game engine-based media content creation solution designed to democratize XR production. XROOM provides a highly immersive environment for creators and supports content development in entertainment, cultural IP, commerce, and education sectors.
The company is currently working to evolve XROOM into an AI Agent and is advancing a system based on the Model Context Protocol (MCP) for seamless integration with various AI services. This enables real-time synchronization and sharing of AI-based objects, supporting collaborative content creation among multiple users.
By combining generative AI technologies, SOULX provides an all-in-one system that streamlines the entire process from planning to application, enabling optimized XR production through Agent-to-Agent (A2A) methods.
Image provided by SOULX
XROOM has already been successfully utilized by major Korean corporations such as LG and SK Telecom, as well as public institutions like the Korea Disease Control and Prevention Agency and the Korea Occupational Safety and Health Agency. Its scalability has been acknowledged across various fields, including video content production, education, commerce, live broadcasting, smart manufacturing, and customer relationship management (CRM).
In 2024, SOULX supported the opening ceremony of Daegu Online School and established an XR education studio at Jeju Tourism University, providing a real-time participatory content creation environment. By merging generative AI with XR technologies, the company enhances the planning, creation, and application of educational content, offering an immersive learning experience.
SOULX is also expanding globally. It has supplied XROOM to Paraguay’s national broadcaster, Paraguay TV, and is discussing XR content supply contracts with a U.S. F&B distribution company. The company has signed MOUs with Open Sesame Media Inc., a U.S. real-time voice synthesis technology firm, and the creative agency Toilet Paper, solidifying its U.S. market entry. Recognized for its innovation and creativity, SOULX won an Edison Award in 2024 in the category of innovative entertainment design and technology.
Through participation in global events like CES, SXSW, and AWE, as well as collaborations in Japan, Singapore, Cambodia, Australia, and the U.S., SOULX has confirmed the potential to expand its presence in the U.S. creator market, which accounts for more than 60% of the global content market. The company is pursuing strategic partnerships in the Americas, working with local influencers and developing B2B business models for XR content collaboration. 2025 is expected to be a turning point for full-scale global R&D and expansion.
A SOULX spokesperson stated, “As AI services become more mainstream worldwide, individual content creation capabilities and AI literacy are increasingly important. We’re focusing on new technology and new media education to nurture digital talent at home and abroad. Through AI+XR integrated education environments based on XROOM, we aim to deliver learner-centered, customized education.”
“We will focus on creating an open XR ecosystem grounded in human-centric technology so that individual creators, MCNs, and IP holders can use XROOM to build their own worlds and content. Our goal for 2025 is to expand global awareness and achieve our first export outcomes through PoC collaborations, visual performances, and media content production with U.S. companies.”
AWE (Augmented World Expo) USA 2025 is North America’s largest trade show dedicated to the XR industry. The Pavilion Seoul XR will not only exhibit at the event but also offer IR pitching sessions, local meetups, and post-show consulting as part of a comprehensive global market expansion program.
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