malang honey (So soft)

What malang honey (So soft) does

Malang Honey (말랑하니 주식회사) is a privately held Korean e-commerce company founded in 2018, headquartered in Busan (Haeundae-gu), South Korea, specializing in baby and infant care products. The company operates a direct-to-consumer storefront built on the Cafe24 e-commerce platform, integrated with KG Inicis payment processing and Lotte Express logistics, and maintains an active presence on Shopee Mall and Lazada Mall across seven Southeast Asian markets (Singapore, Vietnam, Thailand, Malaysia, Philippines, Indonesia, Taiwan) plus direct international shipping to over 100 countries. Its product portfolio spans approximately 15 SKUs across the parenting lifecycle, including flagship items such as the 3rd Generation Baby White Noise Generator (₩37,900), Organic Newborn Swaddle Wraps (₩25,900), the Flip Nursing Lamp (₩19,900), Foldable Baby Bathtubs (₩40,800), Pregnancy Coccyx Cushions (₩24,900), D-Day Calendars, Thermo-Hygrometers, and LED Sensor Lights, supported by accessories and a sub-brand Zammak (잠먹) for feeding utensils. Products carry KC safety certification, with the white noise generator also certified under CE, FCC, and EU RoHS standards, indicating regulatory preparedness for international markets.

The company generates revenue through one-time direct product sales via its own e-commerce store and marketplace channels, priced in Korean Won with free shipping above ₩50,000. Its target customer base is segmented across new parents of infants (0-12 months), pregnant women and new mothers seeking pregnancy/postpartum support products, and gift buyers for birth celebrations. The brand has achieved organic recognition in Korea, with the white noise generator described as a "national bestseller" and flagship products accumulating hundreds to nearly a thousand customer reviews each. The company has raised approximately $1.34M across three disclosed funding rounds (2018, 2020, 2021), with Strong Ventures leading the 2021 round and Lotte Ventures participating in 2020, and operates with 51-100 employees across headquarters, a logistics center in Gijang-gun, and a return-processing facility in Geumjeong-gu (both in Busan). The company is led by Representative Director Park Seong-jun and operates with no disclosed parent company or external institutional ownership beyond the 2021 funding event.

Name

malang honey (So soft)

Legal name

말랑하니 주식회사

Website

https://malanghoney.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Malang Honey is a Korean DTC e-commerce company (founded 2018) selling baby and infant care products — including white noise machines, swaddles, nursing lamps, and bathtubs — through its own online store and Shopee/Lazada marketplaces across 7 Southeast Asian countries.

Ownership category

akta.pro rank

Product category

Baby & Infant Care Products

akta.pro primary industry

Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG)

akta.pro secondary industry

Baby Bath & Cleansing (CRABAJAA)

Keywords

• Baby care products
• Infant care essentials
• Baby sleep products
• Nursing accessories
• Baby nursery items

Headquarters

HQ city

Haeundae

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time product sales through owned e-commerce store and marketplace platforms (Shopee, Lazada). Revenue generated from sale of baby/infant care products including swaddles, bathtubs, nursing lamps, white noise machines, and related accessories.
2. Marketplace Sales: Revenue from sales through Shopee Mall and Lazada Mall across Southeast Asian markets including Singapore, Vietnam, Thailand, Malaysia, Philippines, and Indonesia.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Malang Honey is a Korean e-commerce brand that designs, sources, and sells branded baby and infant care products directly to consumers through its own online store and major marketplace platforms. The product portfolio centers on sleep aids (white noise generators, swaddles), feeding (nursing lamps, temperature monitors), bathing (foldable bathtubs, water thermometers), and nursery essentials (waterproof mats, pregnancy cushions). Signature offerings include the multi-award Baby White Noise Generator 3rd Generation, Organic Newborn Swaddle Wraps, and Flip Nursing Lamp.

Product overview

Malang Honey (말랑하니) is a Korean infant/baby care products company offering a comprehensive portfolio of baby care essentials. The product line centers around key nursery and parenting categories including sleep aids (white noise generators, swaddles), feeding (nursing lamps, temperature monitors), bathing (bathtubs, bath cups), nursery items (waterproof mats, cushions), and baby clothing/accessories. The company operates as a direct-to-consumer e-commerce brand with multi-category offerings including core products like the award-winning Baby White Noise Generator 3rd Generation, Organic Newborn Swaddle Wraps, and Flip Nursing Lamp, complemented by accessories and complementary baby care items.

Differentiator

Problem solved

Functional benefit

Brands

• 잼먹 (Zammak): A sub-brand line featuring baby feeding and care products including silicon feeding utensils, spatulas, and food preparation tools

Products and services

• Baby White Noise Generator 3rd Generation [아기 백색소음기 3세대] Portable white noise machine designed for infant sleep training, offering 26 baby-specific sound types with 7-stage volume control and a rechargeable battery. Certified under KC safety, CE, FCC, and EU RoHS standards.
• Organic Newborn Swaddle Wrap [오가닉 신생아 스와들 속싸개] Newborn swaddle blanket that wraps the baby's arms and body to provide a comfortable, startle-reflex-reducing sleeping environment. Features a 2-way zipper for easy diaper changes and is available in organic cotton, bamboo, and lyocell materials in sizes S/M/L for babies 3-12kg. Priced at 25,900 KRW.
• Flip Nursing Lamp [뒤집는 수유등] Intuitive flip-to-on/off nursing lamp for nighttime feeding and diaper changes with 3-step brightness control. Rechargeable via USB-C with a 2200mAh battery delivering up to 160 hours of runtime. KC certified. Priced at 19,900 KRW.
• Newborn Thermo-Hygrometer 1+1 [신생아 온습도계 1+1] Digital temperature and humidity monitor with ±0.1°C precision, 3.2-inch LCD display, comfort-level emoji indicator, and 3-way mounting (stand, magnetic, wall mount). Sold as a 2-unit set (model MH-TH01) for monitoring multiple rooms. KC certified; CE and RoHS certified. Priced at 23,800 KRW.
• D-Day Calendar Horse 2026 [디데이달력 말 2026] Countdown calendar designed for the Year of the Horse (2026) used to track pregnancy milestones and baby's development. Physical calendar product with optional magnetic accessories.
• Pregnancy Coccyx Relief Cushion [임산부 산모 꼬리뼈 완전선다 방석] U-shaped ergonomic cushion with high-density memory foam designed to relieve tailbone and pelvic pressure during pregnancy and postpartum recovery. Features breathable mesh cover and non-slip bottom; suitable for chairs, sofas, and vehicles. Size 450×350×70mm. Passed children's product common safety standards (KC) and radon test. Priced at 24,900 KRW.
• Newborn Waterproof Mat [신생아 방수요 유아 아기 방수매트] Soft, breathable waterproof mat for diaper changes and potty training. Suitable for use on changing tables, floors, and car seats. Machine washable.
• Foldable Baby Bathtub [신생아 아기 접이식 아기 욕조] Foldable infant bathtub designed for newborn bathing with a compact storage design suitable for small bathrooms and travel. Priced at 40,800 KRW.
• LED Wireless Sensor Light [LED 무선 센서등] Wireless LED nightlight combining motion sensor (120° angle, 3-5m range, 22-second auto-off) and mood light functions with 3 color temperatures (warm/cool/daylight). 2000mAh battery delivers 3-month runtime in sensor mode. Made with real wood (maple/black walnut) with KATRI-certified formaldehyde-free materials. KC certified. Priced at 17,900 KRW.
• Baby Bath Cup [아기 목욕컵] Bath accessory for rinsing baby's hair and body during bath time, designed to work with showerheads for gentle water flow.
• Newborn Water Thermometer [신생아 물온도계 탕온계] Duck-shaped water temperature gauge for checking bath water temperature with accurate temperature sensing. Priced at 15,800 KRW.
• White Noise Gift Bag [백색소음기 선물쇼핑백] Gift bag specifically designed for the white noise generator (size 14×16×8cm), supporting gift purchases of the flagship sleep-aid product.
• Cooling Waterproof Mat [냉감 방수요 쿨매트] Cooling waterproof mat for summer use that keeps baby cool while providing waterproof protection during diaper changes.
• Nursing Chair Cover [수유의자 커버] Replacement cover for nursing/recliner chairs designed for easy cleaning and maintenance during feeding sessions.
• Baby Grooming Set [아기빗세트 신생아빗 브러쉬] Baby grooming set including a soft brush and comb for newborn hair care, available in multiple color options.
• Baby Bib 6+1 Set [사각양면 아기 턱받이 6+1] Double-sided square baby bib set (6 bibs + 1 bonus) designed for everyday feeding and drool management. Priced at 6,900 KRW.

Quantifiable outcome

• 927 customer reviews on nursing lamp product alone indicates strong customer engagement and market trust
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Shopee MallcoreChannel Partner/ Reseller/ DistributorMarketplace partnership for Southeast Asian distribution. Products sold through Shopee Mall in Singapore, Vietnam, Thailand, Malaysia, and Philippines. Shopee Mall designation indicates official seller status with platform support.
• Lazada MallcoreChannel Partner/ Reseller/ DistributorMarketplace partnership for Southeast Asian distribution. Products sold through Lazada Mall platform across multiple SEA countries with official seller status.
• Lotte ExpresscoreChannel Partner/ Reseller/ DistributorPrimary logistics partner for domestic Korean shipping. Handles order fulfillment, delivery, and return/exchange processing. Return center located at Lotte Express Hwidong agency.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aden + Anais: Global premium baby swaddle and sleep product brand with multi-country distribution — directly comparable to Malang Honey's organic newborn swaddle hero SKU.
• Bebe Choo: Korean baby/infant e-commerce retailer offering multi-category newborn essentials (bathing, feeding, sleep), closely aligned to Malang Honey's broad parenting-journey catalog.
• Hatch Baby: US-based baby sleep and nursery product brand known for white noise/sound machines and smart sleep aids — a direct international comparison to Malang Honey's white noise anchor product.
• Konny: Korean baby/children's apparel and essentials brand with strong D2C e-commerce presence and a flagship soft swaddle product that is widely recognized as a national bestseller — directly comparable hero-product model to Malang Honey.
• Cuemama: Korean pregnancy and maternity product brand offering cushions, nursing wear, and postpartum items via direct e-commerce — closely comparable to Malang Honey's pregnancy cushion and nursing lamp SKUs.
• Mumure: Korean mom-and-baby D2C brand focused on pregnancy and infant care essentials, including cushions and nursing accessories, with a similar Cafe24-driven e-commerce footprint.
• Momijii (모미지): Korean premium baby product D2C brand offering swaddles, sleep sacks, and nursery items with a similar organic-material, safety-cert-led positioning and Cafe24 e-commerce backbone.

Emerging players

• Mushie: US/Denmark-based premium baby goods brand with minimalist design and D2C + marketplace distribution — adjacent comparable on aesthetic and safety-cert positioning for newborn essentials.

Broad incumbents

• Mothercare: Global multi-category baby and maternity retailer with established international presence — a broad-incumbent comparable for distribution scale across parenting categories.

Others

• Lotte Home Shopping: Major Korean retail/TV-commerce channel and investor via Lotte Ventures — a key ecosystem participant and potential distribution partner rather than a direct baby-products competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/malanghoney_global
• Facebookfacebook.com/ilovemalanghoney

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about malang honey (So soft)