HAMPARTNERS LAUNCHES AS GLOBAL COMMUNICATION GROUP BY INTEGRATING AI-DRIVEN PR WITH FANDOM COMMERCE

PR and marketing firm HAMPARTNERS held a press conference on the 18th at the Fairmont Ambassador Hotel in Seoul, announcing its official launch as a global communication group that combines AI-driven PR with fandom commerce. To strengthen its competitiveness in global markets, HAMPARTNERS acquired “SkyVentures,” a digital tech-based content commerce company, and “K-PopMach,” a global K-POP commerce platform, as 100% subsidiaries, thereby executing a strategic restructuring. Amid a saturated domestic PR and digital marketing market and the accelerating overseas expansion of Korean companies, HAMPARTNERS plans to secure new growth drivers in global markets through AI-based data analysis, fandom-centered platforms, and the integration of content and commerce. Kim Siwon, CEO of HAMPARTNERS, stated, “We will build a sustainable business model where fandoms, brands, and markets are organically connected to create new value in global markets,” adding that the company will grow into a global communication platform based on AI, data, and IP. SkyVentures is a company that has rapidly grown thanks to its innovative business model integrating IP content with commerce. Its revenue increased by more than four times over five years since its establishment in 2016. Specializing in the planning and production of YouTube-based IP content and fan community building, it has commercialized a business model that connects fan formation to commerce by operating customized YouTube channels using celebrity and brand IPs. Lee Jin-woong, CEO of SkyVentures, said, “The group will make use of the most influential platforms such as YouTube to drive innovation, including AI-based fandom commerce.” K-PopMach, the official K-POP merchandise platform, has grown by approximately 20 times in just four years since its founding, establishing itself as a leading platform in the global K-POP market. Since its establishment in 2020, its revenue grew by more than 20 times, rising from 2.2 billion won to 46 billion won. It currently processes over 60,000 orders per month in 63 countries, communicating directly with K-POP fandoms worldwide. In particular, it holds the top market share in Southeast Asia, securing a dominant position in the official K-POP merchandise sector. Song Jung-hyun, CEO of K-PopMach, said, “We will continue to expand as a fan-centered commerce platform in the rapidly growing global K-POP market while growing into a leading brand that drives innovation in fan experiences.” The HAMPARTNERS group announced three core business strategies focused on advancing AI-driven PR technology, fandom economy and brand communication, and a K-Connect omnichannel strategy. Through the acquisition of SkyVentures, it is developing an AI-based PR data analysis system that includes Sentiment Analysis, Trend Analysis, Crisis Detection, Influence Analysis, and PR Performance Analytics. By 2025, the company plans to collaborate with over 100 K-POP IPs and operate pop-up stores in more than 20 countries globally. HAMPARTNERS, which has already established subsidiaries in the United States, Thailand, and Indonesia to run its own sales stores, intends to further expand its online and offline channels to provide integrated marketing solutions that promote Korean brands and culture. The HAMPARTNERS group has set a clear goal of achieving revenue of 300 billion won by 2030 and entering the top 20 in the global PR industry. Founded in 2007, HAMPARTNERS plans to secure new growth drivers in world markets through AI-based data analysis, fandom-centered platforms, and the integration of content and commerce.