SAMG Entertainment Appoints TikTok Veteran to Spearhead Global Expansion

– Jae Bae, founding member of TikTok Korea and former lead of global music partnerships, joins SAMG as Head of Global Business
– With extensive experience in content and platform business, he will drive SAMG’s expansion into new global markets
– Overseas sales up approx. 67% YoY — SAMG to strengthen global growth through IP licensing and international partnerships

SAMG Entertainment (CEO Suhoon Kim, hereafter SAMG) announced on April 18 that Jay Bae, a global content and platform business expert from TikTok, has joined the company as Head of Global Business, signaling a full-scale push into new international markets.

Jay Bae previously led Asia music business development and global music partnerships at TikTok HQ. He is a founding member of TikTok Korea and a key figure behind the global expansion of K-content. He played a central role in anchoring TikTok’s music ecosystem within the global media platform market through music licensing and collaborations with K-pop artists.

An alumnus of Seoul National University with a degree in German Language and Literature, Jay Bae has held strategic positions at CJ Entertainment and LG Electronics’ Smart TV division. His career has been marked by successful initiatives in North America, Europe, Japan, and China, focusing on content distribution and platform development.

SAMG, known for its popular animated series like “Catch! Teenieping,” has reported a 67% year-over-year increase in overseas sales, reflecting its growing international footprint. The company plans to leverage Jay Bae’s expertise to further penetrate markets in Southeast Asia, Europe, and the United States.

Moreover, SAMG will strengthen its global market expertise for key IPs such as Catch! Teenieping, Mini Force, Metal Cardbot, and Wish Cat, while accelerating its push into Europe and the United States. With Jay Bae leading the charge, the company aims to establish a firm foundation for global revenue through strategic business models centered on IP licensing and global partnerships.

Jay Bae, Head of Global Business at SAMG, said, “I’ve seen how SAMG’s flagship IPs such as Catch! Teenieping have achieved remarkable results in China and Japan.” He added, “Now, leveraging our know-how across product planning, production, and distribution, we’ll write a new chapter of global success for Korean character IPs as the next K-content leader.”