The landscape of the Korean content industry is undergoing a transformation, where the focus has shifted from mere view counts to the depth of audience engagement with intellectual properties (IP). The recent entrance of Pinkfong, the company behind the viral sensation “Baby Shark,” into Dubai illustrates this evolution. By merging performance, retail, and cultural exchange, Pinkfong is shaping a new model for Korea’s creative economy, particularly in the Middle Eastern market.
Pinkfong’s Bold Entry into the Middle East
Pinkfong has officially launched its significant expansion into the Middle East by kicking off its activities in Dubai, UAE. This expansion began with an impressive announcement of 96 live performances of the “Pinkfong Baby Shark Show” at Global Village—a popular tourist attraction that draws over 10 million visitors every year. This series of shows is part of the 11th Dubai Kids Fest, scheduled from January 9 to February 15, 2026, and marks Pinkfong’s direct engagement with Middle Eastern audiences for the first time.
The launch event featured a spectacular 3,000-drone light show, highlighting Pinkfong and Baby Shark against the Dubai night sky. This approach positions the brand at the epicenter of one of the world’s most vibrant tourism hotspots.
Innovative Strategies: Combining Content and Commerce
Beyond captivating performances, Pinkfong is implementing a robust “content + commerce” strategy. This innovative framework seamlessly integrates entertainment, retail, and cultural experiences. A pivotal aspect of this strategy is Pinkfong’s entry into KOREA 360 UAE, a cultural complex spearheaded by the Korea Creative Content Agency (KOCCA). Here, Pinkfong has established a 1,606-square-meter retail area featuring over 200 products in various categories, including merchandise related to Pinkfong, Baby Shark, and Bebefinn, alongside educational tools like coding kits and doodle books.
The initiative is designed to redefine how Korean IP brands connect with consumers, creating an ecosystem that merges viewing, experiencing, and purchasing into an integrated business model.
Dubai: A Launchpad for Future Growth
According to a spokesperson for Pinkfong, Dubai serves as an ideal launching pad for long-term expansion into the Middle East market. The city functions as a melting pot for tourists and local families, making it the region’s largest testbed for new business initiatives. Pinkfong’s strategic focus on not just performances but also permanent retail experiences aims to establish a sustainable IP business model throughout the area. To mark its retail debut, the company plans to host the “Pinkfong Film Festival: K-Animation Screening Festival” at KOREA 360 UAE, featuring screenings of four animated films, including the globally popular Pinkfong Cinema Concert: Space Adventure.
The Broader Implications for Korean IP and Startups
Pinkfong’s expansion signifies a broader evolution within the Korean content industry, showcasing how companies are transitioning into comprehensive IP operators. This move underscores a shift away from solely exporting media rights to leveraging every layer of the value chain, from creation to commercialization. The integration of live performances with retail and cultural engagement suggests a burgeoning creative economy in South Korea.
For startups within the realms of family technology, animation, and educational IP, Pinkfong’s model illustrates how a well-rounded approach combining entertainment, technology, and retail can yield lasting market visibility, particularly in regions like the Middle East where family-oriented consumption is on the rise.
By integrating its brand within KOCCA’s KOREA 360 UAE, Pinkfong not only deepens the cultural dialogue between Korea and the UAE but also strengthens Korea’s position as a leading content exporter, positioning cultural IP as a new frontier for business growth.
In conclusion, Pinkfong’s strategic activities in Dubai serve as both a significant milestone for the brand and a potential blueprint for future Korean IP ventures looking for international expansion. By evolving beyond just viral content, Pinkfong is helping to build a comprehensive ecosystem that can sustain long-term commercial success.