Hanwha Asset Management has announced a collaboration with US investment firm Massif Partners, formalized through a memorandum of understanding (MOU) signed during the Abu Dhabi Finance Week (ADFW) 2025 event in Abu Dhabi, UAE. This partnership aims to enhance the global growth of K-culture and lifestyle industries, with plans to establish a joint fund valued at $500 million (approximately 700 billion Korean won).
The agreement outlines that the two firms will work together to create a strategic growth investment model tailored to the burgeoning trends in the Asian lifestyle and consumer goods sectors. Hanwha Asset Management plans to leverage its considerable experience in corporate analysis and investment structuring within the Asian market, positioning itself as a key growth capital partner to support the international expansion of promising companies.
Focusing on the growth potential of Asian lifestyle content, Hanwha Asset Management aims to capitalize on the global rise of K-culture. The firm has a strong foundation in bridging Eastern and Western cultures, particularly in areas where Korea has competitive advantages, such as content, beauty, and entertainment. With existing global investment hubs in New York, San Francisco, and Singapore, Hanwha is actively constructing an innovative investment framework designed to identify and connect promising companies within the rapidly evolving cultural and consumer goods landscape to global capital.
Massif Partners, recognized for its expertise in the global consumer goods and brand sectors, manages several entertainment companies and beauty brands, complementing Hanwha’s vision.
Kim Joungho, CEO of Hanwha Asset Management, remarked on the significance of this partnership, stating, “K-culture and the lifestyle industry are key growth sectors leading global consumer trends. This MOU is a foundation for collaboration that will assist Asian companies in expanding globally.” He emphasized that Hanwha would utilize its management capabilities derived from the Asian market to reliably support the global aspirations of promising companies in Korea and beyond.
Robbie Robinson, CEO of Massif Partners, supported this sentiment, pointing out that Korea is a cultural trailblazer in Asia, influencing global trends in beauty, content, food, entertainment, and lifestyle sectors. He expressed optimism about the partnership initiated at ADFW 2025 and the potential investment opportunities in innovative companies throughout the Asian region.
As part of the ADFW 2025, which runs from December 8 to 11, Hanwha’s financial affiliates—including Hanwha Asset Management, Hanwha Life Insurance, Hanwha General Insurance, and Hanwha Investment & Securities—are actively participating as premier partners, engaging in various sessions and networking opportunities. This collaboration marks a significant step towards amplifying the global presence of Asian lifestyle brands.