[Edaily Reporter Park Jeong-soo] On the 5th, G.L. Research analyzed that Sonokong is in the process of transitioning from a business structure centered on toy distribution to an AI-based mobility platform company. The firm did not provide an investment opinion or target price.
Sonokong was listed on the KOSDAQ market in 2005 and has operated with the distribution of toys, character merchandise, console gaming systems, and software as its core businesses. Since the change in CEO in July 2025, the company has been expanding its business scope, focusing on LOOPOP (an IP and game brokerage platform) and a used car-based mobility platform business.
Park Chang-yoon, an analyst at G.L. Research, stated, “Sonokong aims to build an AI-based asset distribution platform that connects automobiles, electric vehicles (EVs), robots, and intellectual property (IP),” adding, “The effects of incorporating the mobility business are now being fully reflected in its earnings.”
These structural changes are evident in the company’s financial results. Thanks to the integration of Classe Auto, consolidated revenue for 2025 reached 97.2 billion won, with new car sales accounting for 63.6% of the total. In the first quarter of this year, out of 38.4 billion won in consolidated revenue, new car sales amounted to 26.3 billion won and used car sales to 2.2 billion won, raising the proportion of mobility-related revenue to approximately 76%.
The company is also pursuing the development of an AI-based Smart Mobility Platform (SSM) that combines used car distribution with data analysis. The strategy is to expand this into an asset management platform that manages the entire vehicle lifecycle—including not only the purchase and sale of used cars but also future insurance and financial services—through analysis of residual vehicle value.
It is also pursuing a "One Platform, Multi Brand" strategy to support the entry of Chinese electric vehicle manufacturers into the domestic market. The plan is to build an integrated platform connecting certification, sales, maintenance, and resale for Chinese EV manufacturers, serving as a gateway for their entry into the domestic market.
The company is also expanding its robotics business. Sonokong recently established a strategic partnership with a Chinese robotics firm and is broadening its scope as a robotics platform provider through joint development of collaborative robots and the establishment of domestic certification, distribution, and after-sales management systems.
The company is also working to improve its financial structure. On the 1st, Sonokong decided to merge with Sonokong IB through a merger-by-absorption, with the merger scheduled to be completed on August 4. GLE Research assessed that this merger is part of an effort to clear long-standing accumulated losses and transform the company into one capable of paying dividends.
Researcher Park stated, “Beyond expanding scale through automotive sales, the key challenges lie in monetizing the used car platform, data-driven asset management, EV distribution in China, and the robotics business,” adding, “As the business structure transformation and financial restructuring proceed simultaneously, the likelihood of a revaluation of the company’s value is increasing.”