Hanwha Asset Management Signs MOU with US Massif Partners for Global Growth of K-Culture and Lifestyle Industries
Hanwha Asset Management announced on December 9 that it has signed a memorandum of understanding (MOU) with US investment firm Massif Partners at the ‘Abu Dhabi Finance Week (ADFW) 2025’ event held in Abu Dhabi, United Arab Emirates (UAE), to jointly drive the global growth of the K-culture and lifestyle industries.
The two companies plan to collaborate with the goal of establishing a joint fund worth 500 million US dollars (approximately 700 billion Korean won).
Through this agreement, Hanwha Asset Management will jointly develop a strategic growth investment model tailored to the growth trends of the Asian lifestyle and consumer goods industries. Leveraging its expertise in corporate analysis and investment structure design accumulated in the Asian market, the company plans to participate as a key growth capital partner supporting the global expansion of promising companies.
Hanwha Asset Management and Massif Partners intend to focus on the growth potential of Asian lifestyle content amid the global spread of K-culture.
Hanwha Asset Management possesses expertise in bridging Eastern and Western cultures and capital in K-lifestyle sectors such as content, beauty, and entertainment, where Korea has a competitive edge. The company is currently conducting global investments from its bases in New York and San Francisco in the Americas, and Singapore in Asia. Based on this, Hanwha Asset Management is building an innovative new investment framework to discover promising companies in the rapidly growing cultural and consumer goods ecosystem and connect them with global capital, helping Korean and Asian companies scale up.
Massif Partners is an investment firm with expertise in the global consumer goods and brand sectors and owns global entertainment companies and beauty brands.
Kim Joungho, CEO of Hanwha Asset Management, stated, “K-culture and the lifestyle industry are key growth sectors leading global consumer trends. This MOU is significant as it establishes a foundation for both companies to collaborate and help Asian companies expand globally in these markets.”
He added, “Hanwha Asset Management will leverage its experience and management capabilities accumulated in the Asian market to stably support the global expansion of promising Korean and Asian companies.”
Robbie Robinson, CEO of Massif Partners, emphasized, “Korea is the cultural hub of Asia, leading global trends in beauty, content, food, entertainment, and lifestyle. Building on the cooperation initiated at ADFW 2025, we will actively seek investment opportunities in innovative companies across the Asian region.”
Hanwha financial affiliates, including Hanwha Asset Management, Hanwha Life Insurance, Hanwha General Insurance, and Hanwha Investment & Securities, are participating as premier partners in ADFW 2025, which is being held from December 8 to 11, and are taking part in various sessions and networking meetings.
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