SM Entertainment announced on April 23 that they will be branching out into the restaurant business. The new venture named, “SM-Kraze, Inc.,” will be formed in partnership with the Korean restaurant chain, “Kraze Burger,” who owns one of the largest hamburger chains in the country.

The new partnership aims to build the foundation for spreading Korean pop culture through chain restaurants. In particular, the two companies are in the works of creating something called, “E-Factor,” incorporating food and entertainment for a new type of business.  

The first restaurant under SM-Kraze will be launched in the first half of this year under the slogan, “A New Type of Pub.” It’s unclear what exactly the restaurant will be serving, but they are planning to hire chefs from five star hotels to target customers from all countries.

Meanwhile, SM Entertainment also launched a travel agency this past February.