Crowdfunding platforms are gaining attention as a channel for pre-validating product marketability and brand fandom. They are also being spotlighted as a starting point for becoming a venture powerhouse, with large corporations' internal ventures and IP startups actively utilizing these funding platforms.
According to industry sources on the 18th, crowdfunding platforms such as WadizTumblbug are serving as testbeds and stepping stones for market expansion.
Wadiz, numerous corporate internal ventures are expanding their distribution channels through crowdfunding.
Linkface, an internal venture of Samsung Electronics, developed a wearable device based on a biosignal sensor and successfully funded its ear dehumidifier, the Deebuzz, raising over 50 million won. It has expanded its distribution channels to include Shinsegae Department Store and Hyundai Department Store.
LG Electronics' internal venture Sleepwave raised a cumulative 300 million won in funding for Breeze, a mental health management wearable device. Building on this, it has also entered the global market. LG Health & Beauty introduced the portable tattoo printer IMPRINTU, expanding sales to domestic and international offline locations including Musinsa, Incheon International Airport, and a Thai shopping complex.
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Crowdfunding platforms are evolving beyond mere funding channels into strategic stages where market viability and fanbase loyalty can be simultaneously validated. This is because they allow companies to gauge actual consumer response through feedback, messages of support, and participation rates from consumers who backed the project before the product even hits the market.
Based on this data, strategies for distribution expansion, global market entry, and even rebranding can be concretized. The diffusion effect through fandom serves as a crucial foundation for attracting investment.
Risk hedging for new ventures is also possible. By confirming pre-demand and securing production costs through funding, companies can avoid upfront capital investment. This also provides a foundation for creators and businesses to undertake bolder experiments.
An industry insider stated, "With the convergence of three key factors—government investment expansion, intrapreneurship initiatives, and fanbase validation—crowdfunding is emerging as a strategic hub within the venture ecosystem." They added, "Going forward, it is highly likely to serve not only as a means for initial market validation but also as a core channel for global expansion and branding strategies."
Original source
(July 21, 2025, The Electronic Times = Reporter Son Ji-hye jh@etnews.com)
