Startups serving specific markets thrive: SaaS, fantech, veganism 

Vertical service providers are dominating South Korea’s venture business ecosystem, in a study of the country’s early stage startups by The Korea Economic Daily. A vertical service provider offers specialized infotech products, services, and solutions in a vertical business model. 

The paper’s startup media arm Hankyung Geeks received fundraising data on 418 early stage startups between April 2021 and this March from venture capital information platform TheVC. 

The 418 startups were in Series A or the first significant round of venture capital financing. The name comes from the class of preferred stock sold to investors in exchange for their capital.

The startups received a total 3.5 trillion won ($2.8 billion) from 581 investors. 

Venture capitalists were the most interested in software as a service (SaaS) and logistics automation solutions. 

In the United States, 80% of unicorns are in B2B SaaS businesses. Experts say the next big thing in South Korea will also come from the sector. 

Team collaboration tools such as ones that encompass both corporate messenger and document functions are forecast to continue as popular investments. 

In retail, curated online shopping platforms that accurately meet the needs of niche markets received investments. Platforms that offer legal or accounting services are also seen as promising products that change how such professional services are offered. Foodtech and special effects creators for adoption in gaming and metaverse spaces saw a rise in valuations as well.

HERE LIE THE FUTURE UNICORNS

Hankyung Geeks categorized the startups that succeeded in fundraising into eight sectors. 

In particular, startups in the information and communication technology accounted for 35% of the early stage startups that received the 3.5 trillion won investment during the 12 months.

Below are the categories: 

1. Curated shopping experience

More South Koreans are switching over to curated online shopping malls, which target specific demographic and styles, and away from traditional e-commerce platforms or department stores. 

Up-and-coming brands are also adopting the direct-to-consumer sales (D2C) business model, which sells a manufacturer's products to the end customer without intermediaries.

Household brand Living Workshop; household items’ direct sales platform Levit; and SLDT, the operator of limited edition sneakers platform SoldOut all garnered more than 10 billion won in Series A round funding.

2. Veganism

When it comes to what we put and wear on our body, veganism is the new buzzword. 

From beauty to fashion, marketers highlight those startups abstaining from the use of all animal products, including byproducts such as honey, in line with the move toward clean beauty and ethical consumption. 

Notable vegan brands that fared well in the target period include Aromatica, Surebase and AMUSE, to name a few. 

Organica Corp., a vegan foodstuff company, received 43 billion won in January, thanks to its transition to a plant-based meat manufacturer from a distributor of fresh juice.

3. Hipster taste buds 

Targeting beer connoisseurs, industry insiders see potential in brands that secured direct sales channels. 

Seven Brau and Satellite Brewing are aiming for an initial public offering. Jeju Beer was the first microbrewery in South Korea to go public.  

Unlike the days of yore when the conglomerates ruled the domestic market, smaller brands are increasing their influence. In turn, aggregators that acquire smaller e-commerce platforms are attracting venture capital. 

4. Professional services

Startups are also offering professional services – once confined to the walls of law, accounting, and consulting firms – through websites and apps. 

Law and Good offers legal advice while Trost provides professional counseling via messenger. Humart Company, the operator of Trost, received 3 billion won. 

5. 'Fan-tech'

The next category goes by different names: Creator economy, fan-tech, as well as fandom business.

Galaxy Corporation, which manages alternative and virtual characters for celebrities, and the BeMyFriends, which describes itself as “global fandom business builder,” are the main players in this budding industry. 

6. Blockchain 

Approximately 3% of the last 12 months’ investment into Series A funding for South Korean startups went to blockchain companies. 

Block Odyssey, which develops a logistics management system using blockchain-based QR code, received 35.8 billion won, the highest amount of funding into the sector in the surveyed period. 

DSRV Labs, which has transitioned itself from a coding education provider to an NFT-based gaming company is another success case.  

7. Metaverse

Content providers to metaverse platforms are also enjoying brisk investment on the back of the growing market for virtual space.

Visual effects creator VA Corporation received a whopping 100 billion won back in March with a valuation of 1 trillion won. 

8. Team collaboration tools

The COVID-19 pandemic gave a push to companies’ digital transformation, where business-to-business (B2B) SaaS and logistics automation became key players. 

San Francisco-based Korean startup SWIT Technologies is competing against its global counterpart Slack. 

A number of team collaboration tool providers received investments including Osiris Systems, Business Canvas, and Shopl & Company. 

Write to Lan Heo at why@hankyung.com
Jee Abbey Lee edited this article.