In June 2016, Kim Min-seok, CEO of Pinkfong, made a decision that would ignite a global phenomenon. A mere 90-second clip of a children's song titled ‘Baby Shark’ has since accumulated an astonishing 16 billion views on YouTube, establishing itself as the platform's most-watched video.
Despite its success being unanticipated at the time, 'Baby Shark' laid the groundwork for Pinkfong, which has quickly grown into a multi-million dollar enterprise. “We didn’t expect it to stand out from our other content,” Kim stated, reflecting upon the song’s transformative impact from the company's Seoul headquarters.
This transformation reached a new milestone in November 2025, when Pinkfong debuted on the South Korean stock market, with shares rising by over 9% and the company valued at more than $400 million.
Founded in 2010 as SmartStudy, Pinkfong originally focused on digital content for children. Initially operating with just three employees, the company underwent a significant rebranding in 2022, adopting the name Pinkfong, inspired by a cheerful fox character from one of its early cartoons.
Birth of Baby Shark:
Though 'Baby Shark' has roots in the 1970s American campfire songs, it only achieved viral success through its catchy tune and engaging dance routines popularized across South East Asia. This infectious rhythm quickly captivated young audiences while becoming an earworm for parents, leading to a surge in online views and revenue.
As of now, the song contributes approximately 25% of Pinkfong’s total earnings. However, the team is committed to evolving beyond this initial success with new franchises such as Bebefinn, which currently generates around 40% of revenue. Kim asserts that the company is on a path to develop a diverse lineup of characters while harnessing data-driven content creation methods.
With its stock market debut, Pinkfong aims to expand its portfolio of films and projects, demonstrating that they are more than a one-hit wonder, but a formidable player in children's entertainment.
