YG, the powerhouse K-pop agency that represents Psy, is opening up for business in South East Asia.

One of Korea’s top music, talent and management groups, YG is making a strategic investment of undisclosed size in Singapore-based Gushcloud, through its YG Investment arm.

YG describes Gushcloud as “an influencer marketing and entertainment company.” YG will set up its own Southeast Asian offices in the same building as Gushcloud.

The Southeast Asia region has a population of more than 640 million people, with a fast-growing mobile and digital consumer penetration. It is also a huge consumer of Korean pop culture.

“We want to export more of YG’s entertainment assets and acts into Southeast Asia. YG hopes to create more digital cross collaborations and partnerships with influencers, social media talents, entertainment companies and agencies, between Korea and Southeast Asia,” said Charlie Cho, head of YG Plus SEA (Singapore).

In addition to its core marketing business, Gushcloud Entertainment was formed in early 2017 to create influencer, celebrity or talent-led intellectual property and products. These include creating beauty and parenting content and commerce, digital video and content pieces, mobile apps, music albums, exhibitions, tours and festivals. And it operates Gushcloud Talent Agency, representing digital creators and influencers in the U.S., Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam and South Korea. Expansion into China and Japan is also in the cards.

YG also represents K-pop acts including Bigbang, iKON, and Blackpink and major screen talent including Kang Dong-won, Choi Ji-woon and Cha Seung-won. Listed on the Korean Stock Exchange, YG also has clothing and cosmetics lines.