[E-Daily Reporter Kim Hyung-il ] Artist Company ( Artist United(321820)) announced on the 1st that it is partnering with TikTok to launch a global brand business utilizing the intellectual property (IP) of its affiliated actors. The strategy involves incorporating not only the actors’ names and images but also their philosophies and tastes into the brands, targeting overseas markets from the planning stage.

Artist Company signed a strategic memorandum of understanding (MOU) with TikTok on the same day at TikTok Korea’s office in Gangnam-gu, Seoul, to collaborate on a global brand business based on actor IP. Accordingly, the two companies will jointly plan and develop brands based on the IP of actors affiliated with Artist Company. Artist Company will be responsible for managing the actors’ IP and brand planning, while TikTok will support the business by leveraging its content, creator collaborations, global user reach, and e-commerce infrastructure. The two companies plan to expand the scope of their collaboration from brand planning to content production and entry into global markets.

The first collaboration features actor Lee Jung-jae. Lee Jung-jae has been directly involved in the planning and development of a new brand that reflects his lifestyle and personal tastes; the first brand, in the beauty sector, is currently in preparation with a target launch in the fourth quarter of this year.

The two companies are also pursuing a local market entry strategy utilizing TikTok Shop in Japan and the U.S. They plan to jointly develop sales strategies tailored to each local market and conduct marketing initiatives through creator partnerships. Lee Jung-jae opened an official TikTok account last August and began engaging with his global fans.

Starting on the 3rd, they will also host a global fan-participation Q&A campaign titled “ASK LEE JUNG-JAE - GLOBAL FAN Q&A.” Global fans can leave questions on Lee Jung-jae’s TikTok videos, and he will respond to selected questions via video.

Through this collaboration, Artist Company aims to expand the scope of its actor IP beyond acting roles in productions and advertisements to include brand ventures. The company plans to move beyond the traditional model of actors serving as advertising models or ambassadors for established brands to establish a structure where they participate from the very beginning of brand planning and development.

TikTok will play a role in expanding touchpoints with global consumers by leveraging its platform, which integrates content, creators, and commerce. Artist Company plans to connect brands originating from actor IP with TikTok’s global users and local creators to drive expansion into overseas markets.

Artist Company has recently been expanding into new businesses such as wellness foods, dietary supplements, and cosmetics, while broadening its efforts to combine actor and content IP with consumer goods. This collaboration with TikTok is also seen as part of a strategy to extend content IP into the consumer goods sector.

Park Seung-hyun, CEO of Artist Company, said, “We have long been exploring a structure where the influence actors have built up translates into business results,” adding, “Through this agreement, we will solidify a model where actors’ IP serves as the starting point for brands and cultivate brands that reflect the unique perspectives of each of our affiliated actors in the global market.”

Jeong Jae-hoon, Head of Operations at TikTok Korea, said, “With this agreement as a springboard, we will support actors in showcasing their IP and creativity to the world in various ways, expanding their global fanbase and creating new business opportunities.”

Meanwhile, at the “K-Impact Summit 2026” held last April, TikTok announced it would invest more than $50 million (approximately 68.5 billion won) in the Korean content ecosystem this year. The investment plan is being implemented with a focus on creator support and professional content partnerships.