[Asia Economy Reporter Hyunseok Yoo] Treasure Hunter, a new media operator preparing for a KOSDAQ listing, has presented a blueprint to grow into a global multi-channel network (MCN) company by fully launching its metaverse-based 3.0 model.
On the 13th, Song Jaeryong, CEO of Treasure Hunter, said, “Treasure Hunter is strongly promoting the evolution of the MCN model tailored to the metaverse environment. Based on nurturing creators, we are preparing to plan and cultivate virtual creators in line with the new paradigm of the metaverse by expanding marketing and commerce businesses and leveraging our know-how.”
He added, “In addition to advertising through virtual creators, we will build a metaverse MCN ecosystem by selling NFT-based digital goods, thereby fully realizing the MCN 3.0 model and growing into a global MCN company.”
Treasure Hunter is also pioneering a new content market centered on creators. It has over 330 creator teams active on various new media platforms such as YouTube and TikTok, including creators like Dujamae, Ggulggul Seona, GgukTV, Dick Hunter, Ingyeoman, Sso Daejang, Techmong, and celebrities such as Kim Donghyun, Oh Hayoung, Kian84, Kim Beomsoo, and Yang Junhyuk.
Treasure Hunter is one of the three domestic companies (Treasure Hunter, DIA TV, Sandbox Network) holding official YouTube MCN business rights. Compared to others, it has outstanding strengths in nurturing creators and establishing channel growth and expansion strategies. It nurtures creators to produce diverse and excellent content in various fields and develops and expands revenue models centered on them.
Treasure Hunter contributes to creators’ channel growth by investing the contract money into content planning·and production instead of paying it directly to creators. Assigning dedicated production support staff and editors is a unique support method of Treasure Hunter. Subtitle translation support services and IT device rental services for reviews are also not found in other companies. Collaborations with corporate·and brand channels to increase creators’ recognition are also notable. They appear in live commerce planned by the company and participate from planning in PB commerce businesses to help creators grow.
As part of its marketing business, Treasure Hunter also operates a branded content business. The branded content business involves creators suitable for products and brands producing video content such as product PPL, introductions, and reviews to promote through platforms.
In March last year, Treasure Hunter became the first in the MCN industry to enter the live commerce business. Utilizing its dedicated content planning and production organization and in-house studio, it conducts regular broadcasts more than three times a week on distribution platforms such as Wemakeprice, Naver, and 11st.
Treasure Hunter also operates a D2C distribution business using PBs (Private Brands) directly planned and produced by the company, such as ▲Sunsal Kkotgeya ▲From Today Eoseongcho ▲Life-with. Creators suitable for each PB participate from the product planning stage and perform promotion and seller roles. Treasure Hunter operates online proprietary malls for each PB, minimizing intermediate distribution processes to maximize margins.
Meanwhile, Treasure Hunter aims to list on the KOSDAQ market through a special business model exception. At the end of June, the company received A grades from both specialized technology evaluation agencies designated by the Korea Exchange (NICE Information Service and eCredible) for the special listing. Based on this evaluation, Treasure Hunter plans to submit a preliminary review application next month. The lead underwriter is Daishin Securities.
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