[Edaily Reporter Kwon Oh Seok ] On the 1st, Korea Investment & Securities noted that despite a challenging business environment, #Chai Communication Co., LTD.’s first-half earnings exceeded market expectations, and projected that the upward trend in earnings would continue in the second half, driven by the peak advertising season. The firm analyzed that as profitability in its core digital advertising business improves and the earnings of its subsidiary, The S.C., are fully reflected in consolidated results, visibility for medium- to long-term growth is also increasing.

Chai Communication Co., LTD. is a full-service digital advertising agency established in 2004. Its core businesses include digital-based brand campaigns, performance marketing, and content production, and it has expanded into traditional advertising agency areas such as TV broadcast advertising and integrated online and offline campaigns. Recently, the company has integrated its digital technology and content production capabilities into its advertising business to provide AI (artificial intelligence) marketing platform services.
Yoon Cheol-hwan, an analyst at Korea Investment & Securities, stated in a report released today, “Chai Communication Co., LTD. recorded revenue of 45.6 billion won and operating profit of 1.9 billion won in the first half of 2026.” He added, “Compared to the same period last year, revenue increased by 101.1% and operating profit by 136.8%. With all business segments posting significant growth, the company exceeded expectations for both revenue and operating profit.”
Despite a challenging business environment, the company secured 104.3 billion won in gross sales, with brand sales totaling 78.8 billion won and performance-based sales reaching 11.7 billion won. The analyst projected that the company’s continued strict cost control measures would positively contribute to improved profitability in the second half of the year.
The inclusion of subsidiary The S.C.’s results in the consolidated financials was also cited as a key factor in the earnings growth. Chai Communication Co., LTD. acquired The S.C.—a company specializing in marketing for K-Beauty and medical institutions—for 5 billion won in 2025; with a 42.55% stake, The S.C. recorded revenue of 14.9 billion won and total comprehensive income of 2 billion won in the first half of 2026.
Analyst Yoon noted that The S.C. is maintaining stable growth centered on the medical and beauty sectors across Asia, including Japan, China, Thailand, and Indonesia. He predicted that as The S.C.’s results are fully reflected in the consolidated financials, Chai Communication Co., LTD. will not only secure a more diversified business portfolio but also enhance the medium- to long-term visibility of its overall performance growth.
He also noted that a boost from the advertising peak season is expected in the second half of the year. “While the advertising industry typically experiences a peak season effect as the year progresses, Chai Communication Co., LTD. has secured a stable volume of business since the first half and continues to manage costs effectively,” he said, emphasizing, “Consequently, it is highly likely that the trend of revenue growth and profit improvement will continue into the second half.”
He also cited the company’s strategy to enhance corporate value as a driver of medium- to long-term growth. Analyst Yoon said, “Chai Communication Co., LTD. announced a medium- to long-term corporate value enhancement plan in late July and plans to strengthen competitiveness in its core digital advertising business, expand AI-based new businesses, improve financial management and governance, and enhance communication with investors.”
Regarding core businesses, he explained that the company plans to strengthen its competitiveness in areas such as content commerce and data platforms, while also expanding its inner beauty, health commerce, and beauty business segments through its subsidiary, The S.C. He further elaborated that the company intends to commercialize its proprietary AI integrated marketing platform, “CH.AI Agent,” and expand it into a SaaS business in the future.
Analyst Yoon added that in the areas of finance and governance, the company plans to gradually review its share buyback and dividend policies based on improved performance and raise its compliance rate with key corporate governance indicators to 76.9% by 2028. He noted that improved profitability in the core business, the growth of The S.C., and the commercialization of the AI marketing platform will be the key drivers for increasing Chai Communication Co., LTD.’s medium- to long-term enterprise value.