SAMG Entertainment Secures Direct Supply Deals with Major Chinese Offline Retailers for TinyPing Products

SAMG Entertainment is establishing a system to directly supply its character products to major offline distribution networks in China. By delivering products directly through its Guangzhou subsidiary—without going through local distributors—the company aims to enhance both the efficiency and profitability of its Chinese distribution business, while also accelerating the expansion of its local intellectual property (IP) business.

On September 30, global IP content company SAMG Entertainment announced that it has signed a direct supply agreement with two leading Chinese retailers, MINISO and SANFU, to supply 'Catch! TinyPing' products.

SAMG Entertainment plans to supply TinyPing-related products through its Guangzhou subsidiary to MINISO, which operates about 4,665 stores across China, and SANFU, which runs approximately 1,000 stores. The exact product lineup and number of stores will be determined sequentially through discussions with the two companies.

The main feature of this contract is the simplified distribution structure. SAMG Entertainment will design the products, manufacture them locally in China, and then have the Guangzhou subsidiary deliver them directly to MINISO and SANFU. Compared to the previous model that used local partners as general distributors, this structure reduces the number of distribution steps, thus improving supply efficiency and profitability. While the company will continue its partnerships with existing toy and animation distributors, it will expand direct supply in the character product segment.

SAMG Entertainment will also introduce localized products targeted at the Chinese 'chaowan' (trendy toy) market. The company will first supply new products that combine the TinyPing IP with accessories and mood lights, which are highly favored by local consumers. It then plans to expand the product lineup to include existing products as well.

The company is also paying attention to market growth prospects. According to Frost & Sullivan, the Chinese chaowan market is expected to grow from 126.4 billion yuan (about 25 trillion won) in 2026 to 331 billion yuan (about 66 trillion won) in 2030. SAMG Entertainment also plans to continue negotiations with local partners to supply products based on not only TinyPing, but also major IPs such as 'Metal Cardbot,' 'Wish Cat,' and 'Mini Force' to the Chinese market.

Another notable aspect is the application of its domestic distribution in-house strategy to its Chinese operations. After in-housing its domestic distribution network in 2024, SAMG Entertainment succeeded in turning a profit in the fourth quarter of that year. Furthermore, in 2025, the company achieved an annual operating profit of 22.6 billion won, marking a full-year turnaround.

Based on this experience, the company intends to establish a stable direct supply system in China and will gradually expand offline distribution channels to further improve profitability.

In addition to product distribution, SAMG Entertainment is also broadening its cooperation across all aspects of its IP business in China. Starting with IP planning and production, the company is working to expand its business structure—including broadcasting, licensing, and product sales—by collaborating with local firms on broadcasting, licensing, online platforms, content marketing, and more.

A SAMG Entertainment official said, "By securing direct supply agreements with major Chinese offline distribution channels like MINISO and SANFU, we have laid the foundation to directly supply our products throughout China. Building on our successful experience with in-house distribution and profitability improvement in Korea, we aim to stabilize the direct supply system in China, increase profit margins, and continuously expand our IP business in the local market by partnering with leading Chinese companies."

This content was produced with the assistance of AI translation services.