The Korean content industry has entered a new phase where brand longevity is measured not by view counts but by how deeply audiences engage with IP. The official entry of Baby Shark’s company Pinkfong into Dubai has blended performance, retail, and cultural exchange into one continuous experience. And so, what began as a viral tune is now becoming a framework for Korea’s next generation of global creative business models, especially in Middle East market.
Pinkfong Launches Full-Scale Middle East Expansion Through Dubai’s Global Village
The Pinkfong Company, the Korean family entertainment studio behind the global sensation Baby Shark, has officially entered the Middle Eastern market, beginning with a large-scale launch in Dubai, United Arab Emirates (UAE).
The company announced that it will stage 96 live performances of the Pinkfong Baby Shark Show at Global Village, one of Dubai’s landmark tourist attractions welcoming more than 10 million visitors annually. The shows are part of the 11th Dubai Kids Fest, running from January 9 to February 15, 2026, and mark Pinkfong’s first direct regional engagement with Middle Eastern audiences.
The opening ceremony featured a 3,000-drone 3D light show, illuminating Dubai’s night sky with Pinkfong and Baby Shark as opening guests. The event positioned the Korean brand at the heart of one of the world’s most dynamic tourism hubs.
From Song to Strategy: Content Meets Commerce in Dubai
Beyond performance, The Pinkfong Company is executing a “content + commerce” full-funnel strategy that integrates entertainment, retail, and cultural experience into one continuous engagement.
At the center of this strategy is Pinkfong’s debut in KOREA 360 UAE, a Korean Wave cultural complex operated by the Korea Creative Content Agency (KOCCA). The company’s 1,606-square-meter retail zone showcases more than 200 products across nine categories, including Pinkfong, Baby Shark, and Bebefinn merchandise, as well as educational products such as coding computers and doodle books.
The initiative aims to transform how Korean IP brands interact with consumers—creating an ecosystem where viewing, experiencing, and purchasing merge into a unified business model.
“Dubai Is the Middle East’s Testbed”: Pinkfong’s Stakeholder View
A spokesperson for The Pinkfong Company described Dubai as the ideal starting point for long-term market expansion:
“Dubai brings together tourists and local family consumers in one place—it’s the Middle East’s largest testbed. Through this project, which extends into private theme parks and permanent retail, we will establish a sustainable IP business model across the region.”
To celebrate its retail debut, the company will also host the “Pinkfong Film Festival: K-Animation Screening Festival” at KOREA 360 UAE.
The event will take place in two sessions, January 23–25 and January 30–February 1, screening four animated features, including Pinkfong Cinema Concert: Space Adventure, which reached the Netflix Top 10 across 18 countries.
Beyond Licensing: What Pinkfong’s Expansion Means for Korean IP and Startups
Pinkfong’s expansion represents more than a character brand’s overseas success—it highlights how Korean content companies are maturing into integrated IP operators, capable of controlling every layer of the value chain from creation to commercialization.
The company’s model blends live performance, retail, and localized cultural engagement—moving beyond the one-dimensional export of media rights that dominated earlier waves of the Korean content industry. This signals a broader shift in Korea’s creative economy, where startups and studios increasingly leverage IP as a long-term commercial infrastructure rather than short-term licensing revenue.
For Korean startups, particularly in family tech, animation, and educational IP, Pinkfong’s move demonstrates how combining entertainment, technology, and retail presence can create enduring market footholds in international regions with rising family-oriented consumption power, such as the Middle East.
Cultural IP as a New Frontier in Korea-UAE Business Relations
Pinkfong’s presence in Dubai also deepens the growing Korea-UAE economic and cultural linkage. While previous collaborations centered on energy and investment, the emergence of Korean cultural IP in Dubai’s mainstream entertainment venues adds a new dimension to bilateral relations.
By embedding its brand within KOCCA’s KOREA 360 UAE, Pinkfong reinforces Korea’s position as a global content exporter and a leader in IP commercialization models adaptable across regions.
This may pave the way for other Korean entertainment startups—particularly those in animation, family education tech, and K-pop-affiliated IP—to explore localized commercialization strategies backed by data and consumer insight rather than one-time distribution deals.
Pinkfong and the Next Stage of Korean IP Globalization
Pinkfong’s Dubai strategy underscores a critical evolution in Korea’s cultural export playbook. It’s no longer about viral content alone but about ecosystem-building—linking storytelling, physical experiences, and commerce into one integrated market framework.
If this model succeeds, it could serve as a blueprint for Korea’s next wave of IP-based startups seeking international scalability. That is why Dubai may not just become Pinkfong’s next stage but also another testing ground for Korea’s next generation of global IP business models.
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