Solo Leveling's Web3 Shift: Programmable IP, Fan-Driven Fandom

South Korea's most successful webnovel and webtoon, Solo Leveling, has announced a groundbreaking collaboration with Story, a blockchain network designed for intellectual property (IP) tokenization. The partnership, unveiled on October 1, 2025, will tokenize select IP elements of the franchise and explore the issuance of an IP-backed memecoin, marking a strategic pivot toward Web3 engagement. Solo Leveling, which has amassed over 14 billion views globally and achieved cross-media dominance, aims to leverage blockchain to create programmable IP rights and fan-driven economies.

The initiative involves onchain representation of Solo Leveling's characters, universe, and content rights via Story's infrastructure, enabling automated licensing, remixing, and monetization. This approach differs from traditional tokenized assets like real estate or equity, positioning Solo Leveling as a pioneer in Web3-based IP management. By integrating smart contracts, the franchise will allow developers and fans to build blockchain-based experiences, such as game mods with royalty splits or licensed merchandise tied to onchain provenance. SY Lee, CEO of Story, emphasized the project's potential to redefine IP ownership: "IP shouldn't just be watched or read-it should be programmable," he stated, highlighting the network's vision to tokenize the $80 trillion IP industry.

Before its Web3 debut, Solo Leveling has already established itself as a global phenomenon. The webnovel and webtoon, created by Chugong and illustrated by Redice Studio, have 175 million readers and 10 million comic book sales. Its anime adaptation holds records as the most-watched on Crunchyroll and dominated Netflix's Top 10 in 11 countries. The mobile RPG Solo Leveling: ARISE generated $70 million in its first month, while Netflix's live-action series, starring Byeon Woo-seok, further expands its reach. Now, the franchise seeks to deepen fan engagement through tokenization, with plans for a memecoin directly backed by its characters and lore.

The upcoming Solo Leveling memecoin, set to launch on Story's blockchain, will align its value with the franchise's cultural impact. Unlike speculative memecoins, this token will be authorized by IP owners, ensuring royalties flow to creators as the IP evolves. Jungsook Jang, CEO of Redice Studio, noted the project's alignment with fan-driven growth: "Fans will effectively 'own a piece' of the Solo Leveling saga in token form." The initiative also addresses a gap in the memecoin market, where creators historically capture minimal value from viral content. With the memecoin market exceeding $100 billion, Story's platform aims to redistribute earnings between fans and creators.

The partnership reflects a broader shift in IP monetization. By tokenizing elements of Solo Leveling, Story aims to demonstrate how blockchain can create "next-gen licensing deals" and foster remix culture. For instance, licensed merchandise could use onchain provenance to verify authenticity, while third-party games might integrate Solo Leveling content with automated revenue splits. This model could inspire other franchises to adopt similar strategies, particularly in industries where IP rights are fragmented. Analysts suggest the move could drive mass adoption of blockchain in entertainment, given Solo Leveling's massive fanbase.

The collaboration also underscores South Korea's role as a global IP hub. Beyond K-pop and K-drama, the country's gaming and webtoon industries have produced global hits like Squid Game and Parasite. Solo Leveling's Web3 expansion aligns with this trend, leveraging blockchain to extend its influence into AI, gaming, and consumer applications. For Story, the partnership validates its infrastructure as a platform for high-value IP. The network, backed by a16z Crypto, aims to become the go-to solution for tokenizing creative works, with Solo Leveling serving as a flagship case study.

Critically, the project faces challenges in balancing innovation with regulatory scrutiny. While tokenized IP offers new monetization avenues, it also raises questions about intellectual property rights and investor protections. However, Solo Leveling's phased approach-beginning with select IP elements-allows for iterative testing and compliance adjustments. The success of this initiative could set a precedent for how entertainment franchises navigate the evolving Web3 landscape, particularly in regions with stringent IP laws.

As Solo Leveling transitions into Web3, the partnership with Story represents a pivotal step in merging entertainment with decentralized technology. By tokenizing IP and fostering community-driven innovation, the franchise aims to redefine how audiences interact with global media. With millions of fans now exposed to blockchain through this collaboration, the project could catalyze broader adoption of Web3 in entertainment, reshaping the future of fandom and IP economics.

[1] Solo Leveling Levels Up: Korean Billion-Dollar Megafranchise Goes Onchain with Story (https://www.cryptopolitan.com/solo-leveling-levels-up-korean-billion-dollar-megafranchise-goes-onchain-with-story/)

[2] Solo Leveling Partners with Story to Enter Web3 (https://dapp.expert/news/solo-leveling-partners-with-story-to-enter-web3-1759341432-708621)

[3] Story, global mega franchise 'Solo Leveling,' and web3 partnership (https://global.hungryapp.co.kr/news_en/news_view.php?pid=133165)

[4] \"'Solo Leveling' to Launch as a Meme Coin\"...Mega IP Meets ... (https://www.asiae.co.kr/en/article/2025092404434270603)

[5] South Korea and Memecoins: Market Power Revealed (https://en.spaziocrypto.com/crypto/south-korea-and-memecoin-the-revenge-of-the-market/)