Based in South Korea, The Pinkfong Company has opened its fifth global office in Tokyo to accelerate the growth of its core content and licensing business across the APAC market. 

Pinkfong’s chief business officer Gemma Joo has been tapped to head up this new Japanese outpost, while also continuing to oversee business development and new partnership opportunities for the company’s IPs. Coinciding with this expansion, Pinkfong has several new initiatives planned this year to build up brand recognition for its tentpole Baby Shark franchise with kids and families in Japan. 

Kicking this brand push off next week, global live show Baby Shark Live! The Hidden Treasure (pictured) will embark on a nationwide Japanese tour on March 27. The show has already traveled to more than 26 cities worldwide since 2019, including Singapore, Hong Kong, Kuwait, Riyadh and LA. 

Pinkfong has been steadily building up its presence in the Japanese market since 2022. Key market activations have included collaborating with kids café Little Planet to launch a Pinkfong pop-up store, selling licensed Baby Shark merch in more than 14,000 Lawson convenience stores, and launching a Moon Shark: From Underwater Princess to Celebrity comic on the Line Manga webtoon service. 

The company’s other offices are located in LA, Shanghai, Hong Kong and Singapore.