NexaDynamics Puts "K-Branded Entertainment & Commerce" at the Forefront

KOSDAQ-listed company NexaDynamics announced on January 5 that it will establish "K-Branded Entertainment & Commerce" as a new pillar of its business, aiming to strengthen its growth foundation and pursue sustainable development by expanding its business portfolio.

The company stated, "The trend where content generates interest and purchases serve as proof of that interest is becoming more distinct and rapid," adding, "We aim to create a virtuous cycle model where sales and viewership data are fed back into the planning and marketing of the next IP, leading to greater efficiency with each repetition."

The core of NexaDynamics' "K-Branded Entertainment & Commerce" lies in connecting K-culture-based content (IP), tech advertising (MCN/AI marketing), and brand (commerce) into a single execution flow.

The starting point is proprietary content. The company plans to secure fandom and viewership/response data through its own K-content, then leverage generative AI to quickly produce and adapt various formats such as short-form videos, images, and promotional materials, thereby accelerating dissemination. In addition, NexaDynamics intends to promote secondary spread and virality by linking with MCN and creator networks.

The interest generated by content is converted into commerce, generating revenue, while sales and viewership data are fed back into the planning and production of future content and the improvement of advertising execution. The company explained that this iterative process creates a virtuous cycle in which content productivity, conversion rates, and brand asset value accumulate together.

Furthermore, the company plans to enhance execution by integrating organizational structure, partners, and data flow to prevent the functional separation of AI/MCN-based marketing and commerce/brand operations centered on content IP.

Through this approach, NexaDynamics intends to evolve beyond the traditional content commerce business model, internalizing advertising expenses as "revenue-generating assets" rather than simple costs, while maximizing brand profits. Commerce and brand operations will not be limited to a single method; depending on market conditions, the company will pursue a variety of options such as collaboration, partnerships, joint ventures, and equity participation.

By working with high-growth potential brands in various forms-such as the previously invested Boryeong mud-based skincare brand "BRMUD" and the recent MOU with lifting mask pack brand "Rebcell"-NexaDynamics plans to expand its portfolio not only in K-beauty but also in K-fashion and K-food, thereby achieving a "brand roll-up" effect.

A NexaDynamics representative stated, "Rather than focusing solely on short-term sales growth, our brand operations are aimed at enhancing long-term operational efficiency and advancing a data-driven decision-making system," adding, "We plan to integrate K-content, AI, and MCN-based marketing capabilities into our acquired brands to improve conversion efficiency and build a structure in which brand assets accumulate."