[Edaily Reporter Kwon Oh Seok ] On the 30th, independent research firm “CMIR” analyzed #Chai Communication Co., LTD., stating, “As an independent full-stack advertising agency that handles both brand and performance advertising, the company’s core competitiveness—combined with the commercialization of its AI platform and the growth of its healthcare business—makes a revaluation of its corporate value possible.” Chai Communication Co., LTD. is a digital advertising agency founded in 2004 that was listed on KOSDAQ last September.

According to the report, Chai Communication Co., LTD.’s 2024 billings totaled 260.1 billion won, ranking it 10th in South Korea and placing it among the top independent agencies. The company operates a “full-stack” structure that handles both brand campaigns and performance advertising under one roof, and expanded its growth drivers last June by acquiring a 42.55% stake in The S.C., a healthcare marketing firm.
CMIR assessed, “Unlike full-service agencies affiliated with large conglomerates, it can handle everything from search advertising to TV and brand campaigns with its own in-house teams,” adding, “This structure can translate into competitive advantage when advertisers seek to consolidate their agency partnerships.” Furthermore, the analysis noted that, on a standalone basis, 97.3% of media agency revenue comes from direct contracts with advertisers, and since no single client accounts for more than 10% of revenue, the client base demonstrates both direct engagement and diversification.
Gmarket’s “G-Rock Fest” campaign was cited as a representative example of the company’s work. Launched in September 2025, the campaign recorded 210 million cumulative views on YouTube within five months and won awards including the Grand Prix at the Seoul Video Advertising Festival, the Daesang at the Advertisement of the Year Awards, a Bronze at Spikes Asia, and a Silver at AdFest. CMIR explained, “The track record of executing integrated campaigns for major advertisers will serve as a strong sales asset in future competitive pitches,” adding, “The 76.8 billion won in brand sector orders secured in 2026 demonstrates that these references are translating into actual contracts.”
Financial performance also showed signs of recovery. Chai Communication Co., LTD.’s consolidated revenue for 2025 reached 66.47 billion won, a 13.1% increase year-over-year, while operating profit rose 25.0% to 4.44 billion won, marking a return to profitability. This year’s valid order backlog stands at 90.5 billion won, of which the brand division accounts for 76.8 billion won.
The report also identified the AI platform business as a key growth driver. The company has independently developed AI assets—including CHAI.GPC, AIO, CHAIN, and Ai-CEPT—used throughout the entire advertising production and operation process. It plans to commercialize CH.AI Agent, which integrates these assets, in 2026 and expand it into a SaaS business starting in 2027. CMIR analyzed, “The main costs in the advertising agency business are labor costs and outsourcing expenses,” adding, “If the proportion of outsourcing expenses decreases following the commercialization of the AI platform, margin leverage could expand significantly.”
The benefits of the acquisition of The S.C. are also becoming apparent. In the six months following its integration, The S.C. recorded revenue of 16.1 billion won and net income of 2.5 billion won, accounting for 37% of consolidated revenue in the first quarter of this year. CMIR emphasized, “The medical and beauty sectors are high-value-added areas that require the ability to navigate advertising regulations,” adding, “We anticipate cross-selling opportunities with the core advertising business and expansion into overseas e-commerce.”