Seobuk

About Seobuk

Seobuk Inc., founded in April 2020 by CEO Kim Min-seok, operates the global self-photo booth brand 'Photoism'. Kim, who understood and enjoyed the sticker photo culture, started the business with the idea of a 'photographer-less photo studio' to eliminate the awkwardness of traditional photo studios. He believed in the business's potential due to the widespread culture of photo-taking and the relatively low startup costs and technological barriers for self-studios.

The company's core business is its 'Photoism' brand, which includes Photoism Studio, Photoism Box, and Photoism Colored. These private, unmanned self-studios allow users to take high-quality photos freely within a set time, using professional equipment and proprietary strobe lighting. This model has popularized the 'self-photo' concept, leading to significant market positioning. As of September 2025, the company operated over 1,000 stores across 23 countries. The business model generates an annual transaction volume of 100 billion KRW, with an average of 2.65 million monthly visitors.

Seobuk's business model is a franchise system, with the company providing a one-stop process for franchisees, as it has in-house resources for interior design, marketing, IT, and production. A key part of its strategy involves collaborations with major intellectual property (IP) holders. The company has partnered with large K-pop entertainment companies like SM and Hybe, as well as global brands such as Marvel, Riot Games, and the Korea Football Association (KFA). These collaborations allow fans to take photos with frames featuring their favorite artists and characters, significantly boosting the booths' appeal and driving traffic.

In addition to its photo business, Seobuk has expanded into the Food & Beverage (F&B) sector. Its F&B portfolio includes a variety of concepts such as Shonen (Izakaya), Sonyeon Hoegwan (Fusion Korean Bar), Greeny Day (Salad), Baby First Step (Baby Food), Rover's Grill (Camping-style Restaurant), and Zero + (Unmanned Healthy Retail Store). This diversification allows the company to operate as a broader cultural content and lifestyle enterprise.