Their brands and intellectual property include Pinkfong and Baby Shark, and they have produced original animated shows, world live tours, and interactive video games.

[6][7] Kim joined the company, in preparation as successor, in 2008, and, while there, he helped launch a self-directed program "Samsung English", and worked on content digitization and app development.

[3] The Pinkfong Company was formed by Kim, his close friend Park, who also worked at NHN, and Lee, who he met at Nexon.

[8] They further planned to target pre-kindergarten or 2-year-old to kindergarten, looking to open offices in China and the U.S. to make local content geared for each of those markets.

[9] Based on results in South Korea and China, they focused on creating content in English and Spanish for the U.S. market,[10] and started producing videos with its characters in several languages, including English, Chinese, Spanish and Russian; and operating its own mobile app providing content directly to viewers.

[11] Kim said he understood the importance of child education, but thought about the expertise of team members who were prior game developers at Nexon or NCSoft, and who were also fathers.

[3] In August 2015, their big breakthrough occurred on YouTube with their popular character and brand Pinkfong, a magenta-colored animated fox,[3] which was used in a "Baby Shark[broken anchor]" song and dance video.

[11] In September 2018, Samsung Publishing's stocks "soared" by more than 76 percent after Pinkfong's Baby Shark song charted on the UK Top 40 at number 37.