Paradigm Shift attracts $290k seed bridge investment

Paradigm Shift, the operator of the exercise diary app for middle-aged women Heroines, announced on Monday that it attracted a seed bridge investment of 400 million won ($289,000) from Bass Investment and Seoul Techno Holdings.

The cumulative investment amount is 800 million won.

Paradigm Shift was founded by members who built a community on the corporate employee app Remember.

Heroines is a tech-based social media app where middle-aged women can post-exercise diaries, cheer each other on and receive rewards.

It was officially launched in April last year and has around 100,000 users. They communicate by exchanging 500,000 exercise diaries and 5 million messages every month.

Heroines aims to grow as a core advertising and commerce platform in the rapidly expanding health-functional food market in the era of aging.

Middle-aged women who have married and have children are the key consumer group in the market, as they purchase healthy functional foods for their spouses and children.

"Through this investment, we will grow into a leading platform where mothers communicate about health," the CEO of Paradigm Shift Nam Yoon-sun said. 

Write to Joo-Wan Kim at kjwan@hankyung.com