Beyond 'Baby Shark' to a Global IP Empire [K, to Hollywood]

The Pinkfong Company Restructures Business Around Bebefinn
Achieves 74% of Revenue from Overseas Markets

Joo Hyemin, Chief Business Officer (CBO) at The Pinkfong Company [Photo by Jo Haneul, QK Pictures]

It has been 10 years since a single YouTube children’s song created a global brand. The Pinkfong Company, known for 'Baby Shark,' is now moving beyond the framework of a single-content company. The company is reaching out beyond intellectual property (IP) production to focus on management and expansion.

On November 5 (local time), Joo Hyemin, Chief Business Officer (CBO), stated at 'U-KNOCK 2025 in USA,' hosted by the Korea Creative Content Agency at the Loews Hollywood Hotel in Los Angeles, United States, "The key is expanding the universe."

45 Billion YouTube Views, Netflix Reached Out First

The company's new pillar is 'Bebefinn.' After being released on the English-language YouTube channel in April 2022, it has seen rapid growth. It surpassed 10 million subscribers in just 14 months. Currently, it has over 70 million subscribers and has accumulated more than 45 billion views.

Bebefinn is different from traditional kids’ content, which was centered on music and children’s songs. It tells everyday stories through storytelling and adds catchy music that is easy to sing along to. Its structure encourages both parents and children to watch together, resulting in high play and repeat view rates.

Joo explained, "YouTube’s verification metrics were the decisive basis for entering Netflix." In 2023, Netflix added Bebefinn and other IP series from the company to its global service lineup.

In the early stages of entering OTT platforms, differences in production standards presented challenges. Although the company already had multilingual dubbing tracks, it had to comply with detailed regulations such as subtitles and audio formats. Now, by standardizing the content delivery process, they have significantly accelerated the pace.

IP that began digitally is now moving offline. The Bebefinn animated feature film surpassed 200,000 viewers within three weeks of its domestic release and has since been screened in eleven countries, including the United Kingdom, Australia, and Vietnam.

Joo emphasized, "Digital platforms leave viewing data, but theaters are spaces where fandoms physically gather," adding, "Brand sustainability requires the integration of real-life experiences."

The Pinkfong Company is also strengthening its location-based entertainment (LBE) business, including theme parks, musicals, and live performances. Collaboration proposals are steadily increasing. The company has already partnered with global consumer brands such as Crocs and Kellogg, and recently, overseas companies are increasingly initiating collaboration requests. However, the company maintains a strict principle of only engaging in partnerships that preserve brand identity, rather than simple character licensing.

Joo Hyemin, Chief Business Officer (CBO) at The Pinkfong Company [Photo by Jo Haneul, QK Pictures]

"Is It Only About Baby Shark?"... Bebefinn Now Accounts for 40% of Revenue

The Pinkfong Company is often asked whether it is overly reliant on Baby Shark. The company responds with numbers. Currently, Bebefinn accounts for up to 40% of total revenue.

New IPs targeting all age groups are also gaining traction. The 3D animation featuring sea animal characters, 'SEALOOK,' has attracted 9 million global YouTube subscribers. The webtoon 'Moonshark,' which expands the Pinkfong universe, is popular among female readers in their teens and twenties.

Overseas sales account for 74% of total revenue. The company has established local subsidiaries in the United States, Japan, and China, directly handling business development, partnerships, and license management. Joo stated, "In local business, speed is more important than language," adding, "Having a permanent presence in key countries is the most effective approach."

She repeatedly emphasized, "What we create is not just videos, but scalable assets." In reality, recent IPs do not end with a single piece of content. They expand into music, animation, OTT, theatrical releases, live performances, products, and theme parks.

Joo announced that next year's goal is "to firmly establish our position in the global family entertainment market." To achieve this, the company is preparing AI-based localization, new character series, simultaneous global launches, and expanded fandom experiences.

She concluded, "The Pinkfong Company will ultimately become an 'IP portfolio company.' Baby Shark is just the beginning."