[Edaily Reporter Kwon Oh Seok ] Global IP content company SAMG ENTERTAINMENT CO.,LTD(419530)(SAMG Entertainment) announced on the 30th that it has signed direct supply agreements with major Chinese retail companies MINISO and SANFU to begin a full-scale push into the local offline market.

Through its Guangzhou subsidiary in China, SAMG ENTERTAINMENT CO.,LTD plans to supply products based on its flagship IP, “Catch! Tinyping,” to MINISO—which operates approximately 4,665 stores nationwide—and SANFU, which operates about 1,000 stores. The company plans to determine specific product lines and the scale of store placements sequentially following consultations with each company.
Under this initiative, SAMG ENTERTAINMENT CO.,LTD will handle product planning, and its Guangzhou subsidiary will directly supply products—manufactured at local Chinese factories—to Miniso and Sanfue. The strategy aims to significantly boost distribution efficiency and profitability by moving away from the traditional distributor-centric distribution model and streamlining the supply chain. However, in the toy and animation distribution sectors, the company plans to maintain collaborative relationships with existing local partners while expanding its direct supply network, particularly in the character merchandise segment.
The product lineup will consist primarily of new, locally tailored items targeting China’s “Chao Wan” (trendy toys) market. According to market research firm Frost & Sullivan, the Chinese Chao Wan market is projected to grow rapidly from 126.4 billion yuan (approximately 25 trillion KRW) in 2026 to 331 billion yuan (approximately 66 trillion KRW) by 2030.
SAMG ENTERTAINMENT CO.,LTD plans to prioritize applying the Tiny Ping IP to product categories with high local appeal, such as accessories and mood lights, and subsequently expand its supply range to include existing product lines. Additionally, the company is continuing discussions with local partners regarding the supply of products based on major IPs such as “Metal Cardbot,” “Wish Cat,” and “Mini Special Forces.” SAMG ENTERTAINMENT CO.,LTD plans to apply the successful experience it gained from internalizing its domestic distribution structure to the Chinese market as well.
Furthermore, the company is expanding its IP business value chain—which spans from IP planning and production to broadcasting, licensing, and product sales—across the entire Chinese market. To this end, it is pursuing multifaceted collaborations with local Chinese companies, covering not only broadcasting and licensing but also online platform operations and content marketing.
SAMG ENTERTAINMENT CO.,LTD stated, “We have laid the groundwork to supply products throughout China through direct contracts with major Chinese offline distribution channels such as Miniso and Sanfu.” The official added, “Building on our experience of improving profitability through in-house distribution in Korea, we will quickly establish a direct supply system in China to boost profit margins and continue to expand our IP business in China through collaboration with local companies.”