Actor Lee Jung-jae to Launch Global Beauty Brand...Artist Company and TikTok Join Forces

[Financial News] Actor Lee Jung-jae is moving to target the global commerce market through TikTok.
Artist Company said on the 1st that it signed a strategic memorandum of understanding with global short-form platform TikTok on the same day to cooperate on a global brand business based on actors' IP.
The agreement is a model for developing brands that reflect each Artist Company actor's philosophy, lifestyle, and tastes. Rather than serving simply as advertising models, the actors will take part as business partners in planning and development. The goal is to build a new business model by combining TikTok's global influence.
Lee Jung-jae will be the first to take part in the collaboration between Artist Company and TikTok. The first brand will be in the beauty category and is being prepared for launch in the fourth quarter of this year.
Starting on the 3rd, a global fan-participation Q&A campaign, "ASK LEE JUNG-JAE - GLOBAL FAN Q&A," will begin. Fans around the world can leave questions in the comments on Lee Jung-jae's TikTok videos, and he will answer selected questions directly in video form. Participation is possible through comments only, with no separate application page.

Park Seung-hyun, CEO of Artist Company, said, "This agreement is a concrete way to turn the influence actors have built into real business results in the global market," adding, "TikTok's creator ecosystem and commerce infrastructure will support that execution." He added, "We will create Artist Company's own global brand business model starting from actors' IP."
Jung Jae-hoon, Head of Operations at TikTok Korea, said, "Through this agreement, we will actively support actors so they can showcase their IP and creativity to the world in various ways, further expand their overseas fandom, and turn that into new business opportunities."
[email protected] Shin Jin-a Reporter