What SGAG does

SGAG is a Singapore-based digital content company founded in 2012 that operates as one of Southeast Asia's largest comedy-first social media publishers, targeting Millennials and Gen Z audiences. The company produces memes, short videos, reality-style series formats, and talent-led campaigns distributed across Facebook (>1 million fans), Instagram (~650,000 fans), TikTok (~185,000 fans), and YouTube (~78,000 fans), reporting a combined weekly reach of approximately 13 million, 1.7 million weekly views, and 1.5 million weekly engagements. Its brand-partnership roster spans F&B, Entertainment, Government, Retail/Apparel, Beauty, and FinTech, with named clients including Disney, McDonald's, Uniqlo, Singapore Armed Forces, Kopitiam, Kiehl's, and GrabPay. The legal entity is Hepmil Media Group Pte Ltd, domiciled in Singapore, and as of October 29, 2025, Hepmil Media Group was acquired by global advertising holding company Publicis Groupe.

The company's product portfolio extends beyond content publishing: it operates the Hepmil Creators' Network (HCN), a regional network of 150+ independent comedy creators across Southeast Asia that connects brands with creators for localized campaigns; a YouTube-focused joint venture, Bent Pixels Asia (formed 2021 with Bent Pixels); a branded merchandise line (KTHXBYE apparel, Surviving Singapore card game, Alemak plushie, Bubble Tea bag, Goopy plushies) sold via Lazada; and a research whitepaper series produced in collaboration with TrendWatching. Core technology is a social-media content creation and distribution layer built on proprietary audience analytics and managed creator-network operations, with no proprietary distribution platform — all content is published on third-party social networks. The company is PDPA-compliant in its home jurisdiction.

The business model is primarily advertising and sponsored content, supplemented by merchandise sales and creator-network professional services. Pricing is project-based and negotiated through media kits and direct business enquiries, with no public rate card. The go-to-market combines organic community-led audience building with a sales-led motion for brand partnerships and a partnership-led motion for creator-network deals. SGAG is part of a broader Hepmil Media Group network that also operates regional localized brands MGAG (Malaysia) and PGAG (Philippines), indicating a multi-market Southeast Asia footprint beneath the Hepmil corporate umbrella.

Name

SGAG

Legal name

Hepmil Media Group Pte Ltd

Website

https://sgag.sg

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

SGAG is a Singapore-based digital comedy platform founded in 2012 that produces memes, short videos, and branded content for Millennial and Gen Z audiences, serving brands and agencies with sponsored campaigns distributed across social media.

Ownership category

akta.pro rank

Product category

Digital Content Marketing

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Motion Picture & Video Tape Production (7812), Miscellaneous Publishing (2741)

akta.pro primary industry

Generalist Short-Form Video Social Platforms (MPACAHAA)

akta.pro secondary industries

Social & Digital-First Branded Content (Short-Form, Influencer, UGC-Style) (MPADAEAB), Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK)

Keywords

• Branded content marketing
• Social media content
• Creator marketing services
• Youth media advertising
• Digital merchandise sales

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advertising and Sponsored Content: SGAG generates revenue by creating branded content (memes, videos, reality series formats) for brands and agencies, leveraging its large audience reach to deliver sponsored content across social platforms.
2. Merchandise Sales: Sale of branded merchandise including the Surviving Singapore card game, Alemak plushie, Bubble Tea bags, KTHXBYE t-shirts and tote bags through Lazada e-commerce platform.
3. Hepmil Creators Network Services: Connecting brands with comedy creators across Southeast Asia through the Hepmil Creators' Network, enabling localized content campaigns.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

SGAG produces and distributes localized comedy and youth-culture digital content — including memes, short videos, and original series — for brands and agencies seeking to reach Millennial and Gen Z audiences across Singapore and Asian markets. The business also operates the Hepmil Creators' Network for creator representation and the Kthxbye apparel and merchandise label, all under the Hepmil Media Group umbrella.

Product overview

SGAG is a Singapore-based digital content producer and comedy platform for Millennials and Gen Z, operating as part of Hepmil Media Group. The company offers a portfolio of content products including memes, short videos, series formats, and cast/talent engagements distributed across social media platforms (Facebook, Instagram, TikTok, YouTube). Complementary offerings include a research white paper service, the Kthxbye merchandise line, and the Hepmil Creators' Network connecting brands with independent comedy creators across Southeast Asia.

Differentiator

Problem solved

Functional benefit

Brands

• Insights by Hepmil: Research initiative by Hepmil and SGAG that publishes white papers on consumer behaviour, sponsored content strategies, and brand community building.

Products and services

• SGAG Branded Content (memes, videos, series) SGAG's flagship content offering: localized meme, short-video, and original-series production distributed on SGAG's owned social media and YouTube channels, sold to brands and agencies seeking to reach Millennial and Gen Z audiences across Singapore and Asia.
• Cast and Creator Engagement Cast- and creator-led engagement campaigns featured under the SGAG product umbrella, built around SGAG's on-screen personalities and creators to deliver brand messages to Asian Millennial and Gen Z audiences.
• Hepmil Creators' Network (HCN)

Quantifiable outcome

• Uniqlo AIRism meme campaign generated awareness of almost 2 Million people during its campaign period

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Publicis GroupeflagshipStrategic or Co-development Partner · 29 October 2025Publicis Groupe, a global advertising giant, announced the acquisition of Hepmil Media Group (SGAG's parent company) on October 29, 2025. The deal aims to enhance Publicis' influence in South-east Asian influencer marketing by leveraging Hepmil's regional network and data capabilities.
• Bent Pixels AsiaminorStrategic or Co-development Partner · 1 January 2021Bent Pixels Asia is a joint venture between Bent Pixels and Hepmil Media Group launched in 2021. The partnership empowers creators, digital talent agencies and Esports organizations in Asia to efficiently operate and scale their earnings on YouTube.
• Hepmil Media GroupcoreStrategic or Co-development PartnerSGAG is a part of Hepmil Media Group, a network of Southeast Asia's social media channels. Hepmil Media Group Pte Ltd is the parent company based in Singapore. SGAG first started in 2012 as Singapore's first influential comedy platform.
• TrendWatchingcoreStrategic or Co-development PartnerSGAG collaborated with TrendWatching for research reports. TrendWatching is a global consumer trends firm that provided insights for SGAG's whitepapers covering topics like sponsored content strategies and brand community building.
• Facebook (Meta)coreTechnology or IntegrationFacebook/Meta platforms are core distribution channels for SGAG content. SGAG has over 1 million Facebook fans and uses the platform for content distribution and brand partnerships.
• Instagram (Meta)coreTechnology or IntegrationInstagram is a core platform for SGAG with approximately 650,000 fans. Used for content distribution, short-form videos, and brand partnerships including Instagram Stories campaigns.
• TikTokcoreTechnology or IntegrationTikTok is a key platform for SGAG with approximately 185,000 fans. Used for short video content distribution and talent engagement campaigns.
• YouTubecoreTechnology or IntegrationYouTube is a platform for SGAG with approximately 78,000 fans. Also part of Bent Pixels Asia joint venture for creator monetization.
• LazadaminorChannel Partner/ Reseller/ DistributorLazada is the e-commerce platform for SGAG merchandise sales including Surviving Singapore card game, Alemak plushie, Bubble Tea bags, and KTHXBYE apparel.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• 9GAG: Hong Kong-headquartered global meme and entertainment platform with 200M+ users — broader incumbent in the meme/comedy social content space that SGAG operates within at a regional level.
• Coconuts Media: Pan-Asian digital media company producing news, lifestyle, and entertainment content across Southeast Asian markets — comparable branded content and audience engagement model with broader regional scope.
• BuzzFeed: Global digital media company producing viral listicles, videos, and social-first content — broader incumbent in the digital-native entertainment space with comparable branded content business model.
• RICE Media: Singapore- and Southeast Asia-focused digital media platform covering lifestyle, news, and entertainment content — comparable audience targeting and digital-first branded content production approach.

Direct peers

• Mothership: Singapore-based digital media company producing viral news, lifestyle, and culture content for Millennials and Gen Z audiences — directly comparable audience and content distribution model to SGAG.
• The Smart Local: Singapore digital media platform producing relatable lifestyle, food, and entertainment content across social media — closely comparable audience targeting and branded content business model to SGAG.
• Goody Feed: Singapore comedy and viral content platform targeting local audiences via social media distribution — directly comparable comedic, localized content approach and Gen Z / Millennial demographic.
• MGAG: Malaysian comedy social media platform under the same Hepmil Media Group parent as SGAG — directly comparable format, content model, and target demographic in the Malaysian market.
• ZULA: Singapore-based digital media platform producing lifestyle, entertainment, and culturally-relevant content for Millennial and Gen Z audiences — directly comparable in geographic and audience targeting.

Emerging players

• Bent Pixels: YouTube-focused creator management and monetization company with an Asia JV (Bent Pixels Asia) alongside SGAG's parent — comparable creator-economy business model with focus on YouTube platform monetization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SGAG_SG
• YouTubeyoutube.com/c/nubbadtv
• Facebookfacebook.com/sgag.sg
• Instagraminstagram.com/sgagsg
• TikToktiktok.com/@sgag_sg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 SGAG