SEOUL, South Korea, March 18, 2025 — Hahm Partners, a leading PR and marketing agency in South Korea, is evolving into a global communications group by incorporating AI-driven PR strategies and fandom commerce. CEO Siwon Hahm has spearheaded a strategic restructuring, including the acquisition of complete ownership of SKYVENTURES, a digital content commerce company, and KPOPMERCH, a global platform for K-pop merchandise, to bolster the company’s global standing.

Recognizing the rapid changes in global communications, Hahm Partners is prioritizing AI, data analytics, and fandom-based strategies. The company’s new vision, “From Data to Fandom,” underscores its commitment to a sustainable communication model as the future global standard.

By fully integrating SKYVENTURES and KPOPMERCH, Hahm Partners intends to create a vertically integrated business model centered on data and fandom, establishing itself as a key player in the global fandom economy.

SKYVENTURES, now a wholly owned subsidiary of Hahm Partners, has experienced substantial growth since its inception in 2016, increasing more than fourfold in five years.

The company has developed a unique business model that combines IP content with commerce, focusing on YouTube-based content development, production, and fandom engagement. It manages customized channels utilizing celebrity and brand IPs, seamlessly linking fandom creation and commerce.

SKYVENTURES is known for driving significant sales through fandom-based commerce that goes beyond traditional content production.

KPOPMERCH, another recently acquired subsidiary, has become a leading global K-pop merchandise platform, expanding nearly 20 times in just four years.

It currently distributes over 60,000 K-pop items monthly to 63 countries, managing over 7,000 orders each month while directly connecting with the global K-pop fan base. The platform holds the top market share in Southeast Asia for official K-pop merchandise.

KPOPMERCH’s strength lies in its ability to design and produce customized merchandise based on K-pop artists and global IP, delivering personalized products to fans through its global fandom commerce approach.

Hahm Partners Group will focus its business strategy on three main areas: advancing AI-driven PR technologies, strengthening the fandom economy through integrated brand communication, and expanding its K-CONNECT omnichannel strategy. Through this approach, the group plans to accelerate its transformation into a new global business model that seamlessly blends AI, fandom, and IP.

Contact:
Eungtak Lee
Senior Director of PR Marketing BU
Hahm Partners
Email: etlee@hahmpartners.com

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