Hepmil Group

About Hepmil Group

Hepmil Group is a technology-driven digital media company that operates a network of content, creator, and commerce brands across Southeast Asia. The company was founded in 2015 by Karl Mak and Adrian Ang. The duo, who met at Singapore Management University, initially started SGAG in 2012, a comedy platform that gained viral traction after creating a meme about a local McDonald's running out of curry sauce. This early success with localized, humorous content led to the formation of Hepmil Group.

The company's business model is centered on creating and distributing engaging digital content for Millennial and Gen Z audiences, primarily monetized through branded content and influencer marketing campaigns for global brands like McDonald's, Disney, and Starbucks. Hepmil operates several popular digital media brands, including SGAG (Singapore), MGAG (Malaysia), and PGAG (Philippines), which deliver localized humor and entertainment. Expanding beyond its own content channels, Hepmil launched the Hepmil Creators' Network (HCN) in 2020. HCN is a digital creator agency that connects independent comedy and entertainment creators with brands for marketing collaborations, particularly on platforms like TikTok, where it is a badged marketing partner. The network supports creators with monetization opportunities, development, and data insights, and has grown to include over 900 creators amassing over 3 billion monthly views.

Hepmil has also ventured into social commerce and esports. In 2021, the company formed a joint venture, Bent Pixels Asia, to expand its reach within the esports and gaming community by providing YouTube reserved media in key Southeast Asian markets. It has also moved into live-stream commerce, particularly in Vietnam and the Philippines, connecting merchants with its network of influencers for live selling events. The company has secured significant funding, including a $10 million Series A round in November 2021, led by Quest Ventures, Pavilion Capital, and Bent Pixels, to fuel its regional expansion and develop new revenue streams. The company operates in Singapore, Malaysia, the Philippines, Indonesia, Thailand, and Vietnam.