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Talent agency Cube Entertainment Inc is poised to become the latest K-pop producer to link up with a Chinese partner, banking on the popularity of everything South Korean from makeup to

music in the world's second-largest economy.

IHQ Inc, which controls Cube, said earlier its parent C&M was in talks with Chinese investors over a possible investment, without providing further details. Cube represents popular K-pop groups Beast and 4 minute.

Online media firm Money Today said the investment could be worth up to 100 billion won ($80.7 million), citing an unnamed source. News of a potential deal sent shares in Cube surging by the 30 percent ceiling on Monday.