SAMG Entertainment Expands into China’s Offline Retail Market with Teenieping Direct-Supply Structure

SAMG Entertainment has signed direct-supply agreements with MINISO and SANFU for products based on its “Catch! Teenieping” IP.

Through its Guangzhou subsidiary, SAMG Entertainment will supply Teenieping products to MINISO, which operates approximately 4,665 stores across China, and SANFU, with roughly 1,000 locations. The specific product categories and number of participating stores will be finalized through discussions with the two retailers.

Under the new structure, SAMG Entertainment will develop the products, have them manufactured at local factories in China, and supply them directly to MINISO and SANFU. By reducing intermediary steps compared with its previous model involving local distribution partners, the company aims to improve supply efficiency and profitability in its character merchandise business, while maintaining existing partnerships in toy and animation distribution.

The initial product lineup will focus on localized Teenieping products for China’s chaowan (潮玩), or trendy-toy, market, including accessories and mood lights. According to Frost & Sullivan, the market is projected to grow from RMB 126.4 billion in 2026 to RMB 331 billion by 2030. SAMG Entertainment is also discussing product supply based on other IPs, including Metal Cardbot, Wish Cat and Miniforce, with local partners.

SAMG Entertainment is leveraging its experience from integrating its domestic distribution operations to improve profitability in China. After bringing its domestic distribution network in-house in 2024, the company returned to quarterly profitability in the fourth quarter of that year and recorded KRW 22.6 billion in annual operating profit in 2025, marking a full-year turnaround.

Beyond product sales, the company is also discussing cooperation with Chinese companies across broadcasting, licensing, online platforms and content marketing to expand its IP business value chain in China.

“Direct-supply agreements with major offline retail channels such as MINISO and SANFU provide a foundation for supplying SAMG Entertainment products directly across China”, a SAMG Entertainment spokesperson said. “Building on our experience in improving profitability through domestic distribution integration, we aim to improve margins through direct supply in China and continue expanding our IP business through partnerships with major local companies”.

About SAMG Entertainment
SAMG Entertainment is a global IP content company based in South Korea, engaged in IP planning and production, broadcasting, licensing and product sales. Its major IPs include Catch! Teenieping, Metal Cardbot, Wish Cat and Miniforce.