What is Lee Hyo-ri's 'declare to return to advertising'? Antenna on Fire Listing Scenario

Lee Hyo-ri announced her return to commercials. Numerous companies are trying to contact Lee Hyo-ri with the news of his intention to return to appear in commercials. Why does Lee Hyo-ri return to commercial advertising and jump into 'making money' in earnest? The entertainment industry is paying attention to the antenna he belongs to. It is the view that Antenna has started to secure profits through Hyori Lee in order to raise its corporate value by preparing for listing. What is visible is advertising revenue, but what is invisible is huge profits using the stock market.

According to the entertainment industry on the 16th, Hyo-ri Lee posted on Instagram, "I want to advertise again. Advertising inquiries are directed to Antenna Music,” he said, expressing his intention to appear in commercial advertisements.

Hyori Lee stopped commercial commercials in 2012 due to environmental issues and vegetarianism. As a result, he stopped advertising soju, which he had been with for several years, and after the success of the JTBC 'Hyori's Bed and Breakfast' series in 2018, several advertisements came flooding in, but he was reported to have rejected all of them.

Currently, many companies are sending love calls to Hyori Lee. In fact, companies in distribution, department stores, credit card companies, liquor, travel agencies, coffee, and finance are leaving comments on Hyori Lee's SNS.

At the news of Lee Hyo-ri's return to commercials, the agency's antenna couldn't help but smile. This is because Hyori Lee's advertising activities play a significant role in raising the company's corporate value.

Antenna was founded in 1997 by singer Yoo Hee-yeol. In recent years, it has grown into a comprehensive entertainment company by recruiting Yoo Jae-seok, Lee Hyo-ri, and Lee Mi-joo.

In 2021, it sold a 100% stake to Kakao Entertainment for about 10 billion won and was incorporated as a subsidiary of Kakao Entertainment. Yoo Jae-seok and Yoo Hee-yeol also participated in a paid-in capital increase by Kakao Enter in 2021 and became Kakao Enter's shareholders.

After that, on the 9th of last month, Yoo Jae-seok invested about 3 billion won and became the third largest shareholder of his agency, Antenna. Yoo Jae-seok acquired 2669 stocks of antennas (20.7% stake) held by Kakao Enter for 3 billion won. Yoo Hee-yeol also invested 3.2 billion won and reclaimed a 21.3% stake, becoming the second largest shareholder. As a result of the transaction, Kakao Entertainment's share in the antenna decreased from 100% to 57.9%.

It was not confirmed whether Hyori Lee had a stake. However, if the affiliated antenna is listed, Hyo-ri Lee is expected to be able to reap some profits from listing in addition to advertising revenue. An official from an IPO (initial public offering) of a securities company said, “The ability to generate sustainable cash is important for the listing of Enter, and Hyo-Ri Lee’s advertising revenue will be of great help.” no,” he explained.

Reporter Yoon Jun-ho, Ten Asia delo410@tenasia.co.kr