What Soon Entertainment does

Soon Entertainment (순이엔티 / Suni Enti) is a South Korean comprehensive shortform video media company founded in June 2016 and headquartered in Mapo-gu, Seoul. The company operates as TikTok's first official strategic partner MCN and holds the #1 ranking in TikTok's official MCN comprehensive assessment for multiple consecutive years. Its core business manages 140+ influencers across TikTok, YouTube, and Instagram with approximately 940 million combined followers — a scale described as more than ten times the second-largest Korean MCN. The company serves two principal customer segments: (1) consumer brands and advertisers requiring shortform video advertising campaigns, and (2) content creators requiring professional management, brand deal facilitation, and IP development. Brand-side clients span LG Electronics, LG H&H, GS Caltex, Missha, Laneige, Vans, Crocs, MLB, Madrid Tourism Bureau, and Bank Salad, among 500+ active advertisers, with 5,000+ shortform advertising executions completed.

The company operates an integrated production and commerce platform. Core technology includes a proprietary creator management and analytics system, in-house production and recording studios, and platform products: ShortDeal (TikTok-based ad-commerce integration), SoonShop (review-based shopping platform reaching 500,000+ visitors), and SNAPBEATS (music publishing platform). Revenue is generated through four primary streams: (1) influencer advertising and management services (casting, content production, media execution), (2) e-commerce and commerce platforms (ShortDeal, SoonShop, owned fashion brand SMA Shoes), (3) music publishing and IP licensing through SNAPBEATS, and (4) event production services (BIFAN, KMPF, K-CON Dubai). Distribution combines direct enterprise field sales for advertising campaigns with owned e-commerce storefronts, marketplace distribution (SSF Shop, Folder, Yoox), and live commerce in Southeast Asia via a Vietnamese subsidiary.

The business model is custom-quoted enterprise services with multi-year contracts, supplemented by direct-to-consumer commerce. Forward strategy is signaled by a 2024 funding round at 700 billion KRW (~$525M) post-money valuation, the 2025 absorption merger with Yeojin Entertainment (actor management), ongoing geographic expansion into Vietnam, Taiwan, Indonesia, Hong Kong, and Singapore, and reported Kosdaq listing preparation. The company also holds official partner status with Naver Shopping Connect and Kakao Shortform, extending platform reach beyond TikTok.

Name

Soon Entertainment

Legal name

주식회사 순이엔티 (Soon Ent Co., Ltd.)

Website

https://soon-ent.co.kr

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Soon Entertainment is a South Korean shortform video MCN and media company managing 140+ influencers across TikTok, YouTube, and Instagram with ~940 million combined followers, serving consumer brands, advertisers, and creators through advertising, e-commerce, music publishing, and event production services.

Ownership category

akta.pro rank

Product category

MCN & Digital Marketing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Advertising Agencies (541810), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Short-Form Video Advertising & Brand Collaboration Platforms (MPACAHAH)

akta.pro secondary industries

Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI), Branded Entertainment & Long-Form Content (Series, Shorts, Films) (MPADAEAG)

Keywords

• MCN creator management
• Shortform video advertising
• Influencer marketing services
• TikTok content production
• Digital media agency

Headquarters

HQ city

Mapo

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Influencer/Creator Advertising & Management: Managing ~140+ TikTok, YouTube, and Instagram influencers (total ~940 million followers) and brokering branded content deals with advertisers. Revenue from influencer casting, viral video planning, commercial production, and media execution. Also manages 100+ additional shortform creators for advertising campaigns. 5,000+ shortform ad executions domestically and internationally.
2. E-commerce & Commerce Platforms: Revenue from ShortDeal (TikTok-based ad & commerce platform), SoonShop (review-based shopping platform), and global live commerce. Own fashion shoe brand SMA Shoes generates revenue through direct sales, popup stores, and third-party platforms (SSF Shop, Folder).
3. Music Publishing & IP: SNAPBEATS music platform enabling creator music revenue. Revenue from music production, OST, BGM licensing, and music publishing for content creators and external clients.
4. Event Production & Management: Revenue from producing and directing events including award ceremonies, film festivals, concerts, and brand activations (BIFAN, KMPF, Social Welfare Day Concert, Madrid Tourism campaigns).
5. Platform & Tool Licensing: myLinkin tool providing influencer SNS profile linking functionality. Potential platform licensing revenue from proprietary creator management tools.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Soon Entertainment is a TikTok-based comprehensive media company that manages 140+ influencers across TikTok, YouTube, and Instagram (with ~940 million combined followers) and delivers one-contract end-to-end shortform video advertising campaigns for major brands. The company operates four divisions—MCN creator management, digital advertising, professional video/music production, and commerce platforms (ShortDeal, SoonShop, SNAPBEATS)—alongside acquired fashion brand SMA Shoes. It also produces large-scale events such as film festivals, award ceremonies, and tourism marketing campaigns for clients like Madrid Tourism.

Product overview

SOON ENT operates as a comprehensive short-form video media company based on TikTok, offering a multi-faceted platform comprising MCN creator management services, digital advertising solutions, video production, and e-commerce integration. The core business is organized into four main divisions: MCN services (management of 140+ influencers across TikTok, YouTube, and Instagram with 940M+ combined followers), Advertising (one-step digital marketing solutions with 5,000+ ad executions), Production (professional video and music production with in-house studios), and Commerce (platform-based e-commerce through Soon Shop, Shortdeal, and the acquired fashion brand SMA Shoes). The portfolio also includes event production, music platform (SNAPBEATS), and proprietary content IPs (K-NIGHT, MEGA US). The company positions itself as a Total Planning & Production Agency capable of handling all business processes—performance, events, commercial production, MCN advertising, filming, and editing—through internal infrastructure with a single contract.

Differentiator

Problem solved

Functional benefit

Products and services

• MCN Creator Management Services End-to-end creator management and incubation services for shortform video creators on TikTok, YouTube, and Instagram. Manages 140+ influencers with combined followers exceeding 940 million. Services include traffic support, content planning, IP development, brand deal facilitation, account protection, and overseas expansion support.
• Digital Advertising Solutions One-step digital marketing solution providing influencer casting, ad planning, content production, media execution, and performance analysis for shortform advertising campaigns across TikTok, YouTube Shorts, and Instagram Reels. Delivered to enterprise brands with 5,000+ ad executions domestically and internationally.
• Shortform Video and Music Production Professional in-house video and music production services for shortform content including TikTok videos, YouTube Shorts, Instagram Reels, TV commercials, branded content, OST, BGM, and music scores. Features production teams with 10+ years of experience and self-owned studios.
• ShortDeal Commerce Platform (숏딜) TikTok-based integrated advertising and commerce platform that combines influencer-linked brand/product advertising and product sales in one-stop process for brands and creators.
• SoonShop (순샵) Review-type shortform video shopping platform enabling Z-generation consumers to discover and purchase K-fashion and lifestyle products through creator reviews and shortform video content. Achieved 500,000 cumulative visitors.
• SNAPBEATS (스냅비츠) Music platform for creator music revenue enabling music creation, distribution, and monetization through shortform video content. Includes AI sound source partnerships.
• SMA Shoes (SMA 슈즈) Acquired fashion shoe brand featuring height-increasing and DIY shoe products. Revenue grew 3x after shortform utilization. Sold through official channels, pop-up stores, SSF Shop, FOLDER, and Yoox.
• SWOONY (스우니) Street casual fashion brand launched by Soon Entertainment, targeting young consumers with trendy street-style clothing.
• Event and Festival Production Large-scale event production services including fireworks festivals, multimedia shows, EDM events, award ceremonies, film festivals, concerts, and non-verbal performances. Also produces own content IPs like K-NIGHT and MEGA US. Notable past clients include BIFAN, KMPF, Madrid Tourism Bureau, and KON.
• In-house Studio and Recording Facilities Company-owned video production studio and recording studio optimized for content creation, providing one-stop services for affiliated creators and external clients.

Quantifiable outcome

• 940 million combined followers across TikTok, YouTube, and Instagram
• +5 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature5 records

Partnerships

16 partnerships are on record, tiered minor, flagship and core.

• Soul (앤소울)minorStrategic or Co-development Partner · 1 January 2024Strategic collaboration to create K-consumer trends. Joint marketing and trend development for consumer goods brands.
• Hana Tour (하나투어)minorStrategic or Co-development Partner · 1 January 2024Unusual travel product collaboration combining travel content with creator-driven marketing.
• SM Entertainment subsidiary (팝라인·휴심)flagshipStrategic or Co-development Partner · 1 January 2024Three-way MOU with Taiwan pop group Popline and Huh-sim for creator and commerce local market penetration in Taiwan.
• Madrid Tourism Bureau (마드리드관광청)flagshipGTM or Marketing Partner · 1 January 2023Won 22 billion KRW global digital marketing campaign contract for Madrid Tourism. Asian markets campaign achieved 200 million views across 6 countries. Extended partnership after initial campaign success.
• Yeojin Entertainment (여진엔터테인먼트)flagshipStrategic or Co-development Partner · 1 January 2023Absorbed and merged with Yeojin Entertainment (acts Including Yobon, Jo Youngjin). Actor management expansion and entertainment company integration.
• PR One (피알원)minorStrategic or Co-development Partner · 1 January 2023MOU for mutual cooperation in shortform advertising business. Joint advertising development and client servicing.
• Bilio (빌리오)minorStrategic or Co-development Partner · 1 January 2023MOU for creator platform development and support. Collaboration to enhance creator tools and platform features.
• TikTokcoreStrategic or Co-development Partner · 1 January 2022TikTok's first strategic partner MCN and first official media lab licensee. Deep co-development partnership for creator ecosystem development, platform marketing campaigns, and creator management. First company to achieve 1M, 10M, 40M, 100M, 200M, and 300M follower milestones on the platform.
• XO TeamcoreStrategic or Co-development Partner · 1 January 2022Strategic partnership to secure 170 million followers and enable overseas expansion. XO Team is a major global creator house under Soon Entertainment's management.
• Vega Books (베가북스)minorStrategic or Co-development Partner · 1 January 2022Strategic partnership for entry into the publishing market. Collaboration to develop creator-driven publishing content.
• Beyond Boundary-Doowin (비욘드바운더리-도우인)minorStrategic or Co-development Partner · 1 January 2022MOU to expand China TikTok and Douyin business operations. Strategic collaboration for Chinese shortform video market.
• BitSomeOne (비트썸원)minorStrategic or Co-development Partner · 1 January 2022Joint video content business collaboration. Combined creator and content development efforts.
• JKS (CIS Media Company)minorChannel Partner/ Reseller/ Distributor · 1 January 2022Domestic exclusive contract with CIS media company JKS for media content distribution.
• Wired Company (와이어드컴퍼니)minorStrategic or Co-development Partner · 1 January 2022MOU to expand creator activity domain. Collaboration on creator ecosystem development.
• UnicarLand (유니콘랜드)minorStrategic or Co-development Partner · 1 January 2022MOU to build a win-win business model. Collaboration for creator-centric business development.
• Krisia Media (크리시아미디어)minorStrategic or Co-development Partner · 1 January 2022MOU for platform expertise sharing. Collaboration to share key platform operational know-how.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• WDS Co., Ltd. Korean TikTok MCN explicitly cited by Soon Entertainment as the #2-ranked MCN in Korea; direct competitor in the same TikTok creator-management and short-form advertising niche, serving the same Korean consumer-brand advertiser base.
• Treasure Hunter: Korean MCN specializing in short-form creator management and brand collaborations across TikTok and YouTube Shorts. Directly comparable as a domestic MCN targeting similar enterprise advertisers and creator talent pools.
• Wataboutcheese (WAC): Korean creator economy company managing short-form video creators and running branded content campaigns. Comparable business model of MCN management plus brand advertising services in the Korean market.
• XO Team: Global creator house and MCN that counts Soon Entertainment as a core strategic partner for overseas expansion (170M+ followers). Operates in the same creator-management-and-monetization space with significant international reach.

Broad incumbents

• LTK (formerly rewardStyle): Global influencer marketing and creator commerce platform with brand-deal marketplace and SaaS tools. Broadly comparable business model of connecting creators to brand advertising budgets and commerce, though global vs. Korea-anchored.
• CreatorIQ: Enterprise influencer marketing SaaS platform used by brands to manage creator relationships and campaigns. Adjacent in the influencer-marketing value chain though positioned as a tech platform rather than an MCN operator.
• IZEA Worldwide: Public influencer-marketing marketplace and agency with sponsored-content technology. Comparable as a creator-economy operating company spanning marketplace, managed services, and creator tools, though US-focused.

Emerging players

• Jellysmack: Global creator management and content licensing MCN operating across YouTube, Facebook, Instagram, and TikTok. Directly comparable operating model of multi-platform creator management, distribution and brand partnerships.

Regional players

• Billion Dollar Boy: UK-based creative influencer agency delivering branded content and campaign production for major advertisers. Comparable as a managed-service influencer agency serving enterprise brands, but UK/EMEA focus vs. Soon Entertainment's Korea/SEA focus.
• Whalar Group: Global creator agency and MCN with a creator-management plus brand-campaign operating model. Comparable business model of representing creators and brokering brand deals, with international footprint though anchored in US/EMEA rather than Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@soonent_official
• Instagraminstagram.com/soonent_official
• TikToktiktok.com/@soonent_official
• LinkedInlinkedin.com/company/soon-ent

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Soon Entertainment