In brief
The simple 90-second clip 'Baby Shark' has become a cultural sensation, amassing over 16 billion views and establishing itself as YouTube's most-watched video. This unexpected hit launched Pinkfong into a media giant worth over $400 million, significantly impacting the children's entertainment landscape. As the company continues to grow, challenges and opportunities lie ahead in proving that its success is sustainable beyond the 'Baby Shark' brand.
When Kim Min-seok gave the go-ahead in June 2016 to publish a 90-second clip of a children's song, he had no idea what he was unleashing.
It became a global phenomenon, clocking up more than 16 billion views - YouTube's most watched video ever.
That song was the incredibly catchy Baby Shark.
Not only has it captivated toddlers and terrorised adults around the world, it laid the foundations for its creator Pinkfong to become a media business worth hundreds of millions of dollars.
“We didn’t expect it to stand out from our other content," said Mr Kim, Pinkfong's chief executive, told the BBC from the firm's headquarters in Seoul.
"But looking back, it became a major turning point that set the stage for our global journey.”
On Tuesday, that journey took Pinkfong to the South Korean stock market, where its shares rose by more than 9% on their debut, giving it a valuation of more than $400m (£304m).
Founded in 2010 as SmartStudy, the firm made digital content for children up to 12 years of age. Initially, it had just three employees, including Mr Kim and the firm's chief technology officer.
Pinkfong went through several major overhauls, including shifting its focus to toddlers.
The company has now grown to around 340 employees, with offices in Tokyo, Shanghai, and Los Angeles.
The Baby Shark tune, described as almost addictive, gained massive popularity through children's events in Southeast Asia, creating a viral dance sensation.
Despite the overwhelming success, analysts highlight the need for Pinkfong to diversify its offerings as its viability as a company will depend on more than just 'Baby Shark' as it accounts for about a quarter of its revenue now.
