or has it died a silent death? 
I cannot see any hint of it these days in SM group comebacks that I watched. Aespa's Drama comeback for example seems to have gone a different way, separate from SMCU or any Kwangya.
I understood that Lee Sooman was the biggest proponent of this multimedia, multi-platform shared universe idea. So it'd make sense that with him gone, this concept would follow his departure soon after.
While I always found the concept interesting, I've also always had my doubts how it could be implemented effectively into K-pop: a good, interesting idea doesn't guarantee a great execution or implementation.
As the movie world is a good example of: even if Marvel were very successful with this shared universe for quite a while, all other movie companies failed in their own attempts at it.
