BAT secures 7.5 billion won in investment

Brand scale-up company BAT (CEO Park Jun-gyu) announced on the 3rd that it has secured 7.5 billion won in Series A investment, strengthening its position as a scale-up partner that supports sustainable growth of brands.

This round of funding saw participation from major domestic institutional investors, including Hana Securities and K2 Investment. With this investment, BAT plans to move beyond its existing role as a comprehensive brand agency and solidify its identity as a K-brand scale-up company that combines AI solutions, data analysis capabilities, and global marketing capabilities.

BAT successfully returned to profitability in 2024, recording approximately KRW 85.3 billion in sales. Based on the 2025 fiscal year, sales growth has stabilized, while operating profit has expanded, leading to improved profitability. This is believed to be the result of a sound management strategy, including a portfolio restructuring centered on high-value-added projects and operational efficiency improvements.

BAT has strengthened its marketing technology competitiveness by developing an AI agent based on its own algorithm. This AI agent, integrated with the integrated workspace AEer, enhances operational efficiency through media operation automation, real-time performance analysis, and improvement suggestions.

Growth continues in K-beauty marketing, a strategic business area. BAT's beauty division sales increased from KRW 3.6 billion in 2024 to KRW 18 billion by 2025. Currently, the company supports domestic and international marketing and scale-up for over 35 brands, including 12 Olive Young private brand brands, Dr. G, Biodence, and Whipped.

BAT plans to use the newly secured investment to enhance its AI solutions, expand its global e-commerce infrastructure, and launch its own data-driven private brand. Leveraging its capabilities in operating global channels like Amazon and TikTok Shop, BAT plans to secure growth momentum by launching new global private brand brands annually.

Meanwhile, BAT, headquartered in Sinsa-dong, Gangnam-gu, Seoul, operates a professional organization of approximately 200 people that provides integrated solutions ranging from brand strategy consulting to IMC campaigns, influencer marketing, and performance marketing.