KOMA MEDIA — Culture That Sells. Beauty × TikTok Shop

Our Story

Born in Koreatown.
Scaled to celebrity.

KOMA didn't start with celebrities. It started with a founder delivering restaurant orders himself during COVID — and grew into the engine behind K-beauty's biggest U.S. breakouts. Same playbook, two industries.

★ Featured BILLBOARD A celebrity's under-$20 skincare routine — the KOMA-built viral mud-mask moment, covered by Billboard →

2020

Koreatown, COVID

Korean restaurants are dying. Tom promotes friends' restaurants on social — shooting, editing, even delivering orders himself on 4 hours of sleep.

2021

Gangnam BBQ → #1

KOMA brands and markets Gangnam BBQ into the best-known Korean BBQ in LA/OC — in under two years.

2022–24

100+ businesses

The F&B engine scales: creator network, Koreatown Guide media, PR — 100+ restaurants and local businesses grown.

2024–25

The celebrity leap

The same influencer playbook goes top-down: one celebrity moment hits 34M+ views, and an Amazon category #1 follows.

2026

Two engines, one KOMA

250M+ campaign views on the beauty side, 100+ businesses on the F&B side — both running, right now.

01Engine One — Beauty × TikTok Shop

Celebrity marketing that sells.

Attention is winner-take-all. One credible celebrity moment bridges awareness and action — turning attention into purchases across TikTok, Amazon, and retail within 72 hours. All executed in-house, never brokered.

0combined campaign views across all flights

+1,225%MISSHA TikTok Shop daily sales, spark week

36×Brand B monthly GMV, the month of the collab

~₩1Bearned media value per celebrity mention

The Work — Real Posts, Real Numbers

The moments creators rush to imitate

Faces are blurred on this site for talent-rights compliance — tap any post to watch the original content.

mixsoon × Cardi B

"Pregnancy glow? Nah" — read as validation, not promo

88.2M

views · 3.1M likes

Watch the real post ↗

Foodology × Kylie

"these are amazing @FOODOLOGY US" — one post, 24M

24M

views · 193.7K likes

Watch the real post ↗

MISSHA × Cardi B

The flagship clip behind the +1,225% spark week

23.4M

views · 3.2M likes

Watch the real post ↗

BRMUD × Cardi B

The unpaid "God" review that made a search term

12.6M

views · 1.3M likes

Watch the real post ↗

FULLY × Cardi B

"FINAL BOSS of K-Beauty" — became the brand tagline

11.7M

views · 314.2K likes

Watch the real post ↗

BRMUD × Brooke Monk

The second wave — creators ride the moment

20.3M

views · 1M likes

Watch the real post ↗

Bioheal BOH × Cardi B

Live now — new faces, new flights

views · 113K likes

Watch the real post ↗

MISSHA × Cardi B · 1yr

"one year later... still my Cardi BB 💜"

views · 185K likes

Watch the real post ↗

Kiero × Danna

LATAM flight + Mexico City launch event

views · 2.1K shares

Watch the real post ↗

OBGE × Jeremy Lin

Men's skincare — new audience unlocked

views · 29.8K likes

Watch the real post ↗

The Engine

Viral isn't luck. It's a 4-stage system.

SPARK

Match the right face to your product story, then land one credible moment — real-reaction tone, never ad-read.

Cardi B × BRMUD "God"

AMPLIFY

Mega-creator reactions + a pre-armed affiliate creator army turn one post into thousands within days.

Mikayla: "SKINCARE TWINS!"

CONVERT

TikTok Shop checkout + Amazon search surge. Rankings compound without extra ad spend.

MISSHA +1,225% TikTok Shop

OWN

Productize the moment — celebrity PICK collections, official taglines — and carry it into retail.

BRMUD → Amazon #1 · Costco

Dedicated TikTok Shop Team

We don't just book the celebrity.
We're a TikTok Shop operations house.

Before the post ever drops, our in-house TikTok Shop specialists have the store, the affiliates, and the ad codes pre-armed — so the 72-hour window converts instead of fading.

Shop Setup & Optimization

Listings, pricing, bundles and checkout flow tuned before the spark — ready for 36× overnight demand.

Affiliate Creator Army

Thousands of pre-armed affiliate creators briefed to ride the moment the minute it lands.

Ads Code & Paid Amplification

TikTok ad authorization codes on every flight — organic heat scaled with paid precision.

Full-Funnel Halo Reporting

62.5% of TikTok-driven sales land on Amazon & retail. We measure — and report — all of it.

Case Study — MISSHA

The Cardi B Effect, in numbers

A legacy brand doing ~$30K/month on TikTok Shop became a $100M-a-year U.S. story.

$30K → $100M

monthly TikTok Shop GMV → annual U.S. run-rate

+1,225%daily TikTok Shop sales, spark week

+484%Prime Day daily sales during the wave

+137%U.S. revenue — ₩14.8B → ₩35B

+3,199%TikTok Shop YoY, Q1 2026

36× overnight. 10.8× a year later.

Brand B — TikTok Shop monthly GMV around the collab (Seller Center data)

$14.7K

Nov '24

$531.8K

Dec '24
(collab)

$378K

Jan '25

$275K

Feb '25

$226K

Mar '25

36×Nov → Dec · 28,566 orders in December

10.8×sustained 2025 average vs. pre-collab — a new baseline

Most sales never show up in TikTok Shop

TikTok's official Geo Lift Test: 62.5% of TikTok-driven sales land on Amazon & retail

TikTok Shop

37.5%

Amazon

34.5%

Target

26.7%

Walmart

1.3%

0.8× → 2.0×+true iROAS once the halo is counted (+166%)

~2.7×how much Shop-only reporting undercounts a campaign

In The Press

Brand after brand, the headlines repeat

Billboard

Cardi B's Under $20 Skincare Routine: Buy TikTok Viral Mud Mask Online

Product featureBRMUD

Yahoo! Life

Cardi B Calls This Mud Mask 'God'

34M+ viewsBRMUD

Money Today

The 'Cardi B Mud Pack' Behind an Amazon-#1 Brand's Growth

5.2× revenueBRMUD

Able C&C · Press Release

Cardi B Effect: TikTok Shop & Prime Day Double Win in the U.S.

+1,225% daily salesMISSHA

Consumer Times

Traackr Names MISSHA the #1 Rising U.S. Makeup Brand

+493% brand vitalityMISSHA

Korea Economic Daily

MISSHA Steps in Front of 200 Million Followers

+137% U.S. revenueMISSHA

Kogongo Insight

What One Cardi B Shoutout Is Worth: ₩0.9–1.2B

88.2M viewsMIXSOON

Billboard

Cardi B's Under $20 Skincare Routine: Buy TikTok Viral Mud Mask Online

Product featureBRMUD

Yahoo! Life

Cardi B Calls This Mud Mask 'God'

34M+ viewsBRMUD

Money Today

The 'Cardi B Mud Pack' Behind an Amazon-#1 Brand's Growth

5.2× revenueBRMUD

Able C&C · Press Release

Cardi B Effect: TikTok Shop & Prime Day Double Win in the U.S.

+1,225% daily salesMISSHA

Consumer Times

Traackr Names MISSHA the #1 Rising U.S. Makeup Brand

+493% brand vitalityMISSHA

Korea Economic Daily

MISSHA Steps in Front of 200 Million Followers

+137% U.S. revenueMISSHA

Kogongo Insight

What One Cardi B Shoutout Is Worth: ₩0.9–1.2B

88.2M viewsMIXSOON

Want celebrity marketing?

Talk directly to Donghwan Kim.

This inbox goes straight to the founder — no sales team, no filters. Every celebrity deal is negotiated personally. Serious inquiries only: think it through, and reach out when you're ready to move.

donghwan@koma.media →

02Engine Two — F&B × Hospitality

The influencer network for restaurants in California.

This isn't a side business — it's where KOMA was born. During COVID, our founder promoted struggling Koreatown restaurants on social media, shot and edited everything himself, and delivered the orders too. That hustle became a marketing engine that has grown 100+ restaurants and local businesses — and it's still running every single day.

"Sometimes I slept 4 hours a day — photography, design, customer service, editing, delivery. Watching those businesses come back to life is why KOMA exists."

— Tom Kim, Founder · CEO

0restaurants & local businesses grown since 2020

0venues under always-on management

LA·OCLos Angeles & Orange County coverage

#1KBBQ brand built in under 2 years

The Proof — Gangnam BBQ

From new name to the best Korean BBQ in LA/OC — in under two years.

Full-stack brand building: naming and identity, menu storytelling, influencer dinners, review engine, and always-on social. Gangnam BBQ (now Gangnam Station) became the KBBQ name in Los Angeles and Orange County — and proof the KOMA playbook works at street level, not just on TikTok.

#1best-known KBBQ brand in LA/OC · now 2 locations

Why restaurants pick KOMA

We tap audiences your ads can't buy.

Local food creators bring established, engaged audiences that trust their taste. One creator dinner outperforms weeks of paid ads — targeted reach, real engagement, higher conversion. Layer PR on top for reputation, visibility, and credibility that compounds.

Organic-firstcreator visits · UGC · PR · owned media — built for real foot traffic

In The Press

L.A.'s food media noticed

Earned features in the city's biggest food publications — placed by KOMA PR for our F&B clients.

Los Angeles Times

Gangnam Station Is the Ultimate Korean BBQ Restaurant

GANGNAM STATION

Eater LA

Bon Shabu Is Koreatown's Impressive New All-You-Can-Eat Hot Pot Destination

BON SHABU

Time Out

The Best Hot Pot Restaurants in L.A.

BON SHABU

LA Weekly

A Korean BBQ Oasis: How Gangnam Station Breaks the Mold and Captures the Hearts of Foodies

GANGNAM STATION

Eater LA

4 Restaurants to Try This Weekend in Los Angeles — a Korean Seafood Feast at Oyabun

OYABUN

The Infatuation

Oyabun, Reviewed — Upscale Japanese-Korean Seafood in Koreatown

OYABUN

What We Do for F&B

Full-stack local marketing, in-house

📣

Influencer Marketing

Curated local food creators with established, engaged audiences — creator dinners, review waves, and UGC that drives bookings and foot traffic.

📰

Public Relations

Reputation management, media coverage, and the trust and credibility that turn a good restaurant into a destination.

🎬

Social & Content Production

Photography, video, menu design, channel management — the full content stack, produced by the team that built Koreatown Guide.

Owned Media · koreatownguide.us

Koreatown Guide — our own food community

"We eat it, we rate it, we tell you the truth. No fake hype, just real opinions from people who love food."

KOMA doesn't rent audiences — we built one. Koreatown Guide is our food discovery platform covering LA & Orange County: honest reviews, hidden gems, and community-curated spots from KBBQ to boba to late-night. Partner venues plug straight into it.

Honest reviewsreal critiques, zero fake hype

Hidden gemsnew & lesser-known spots, surfaced first

Community pickslocals share their favorites

Insider habitshow LA actually eats

Open submissionsanyone can flag an undiscovered venue

Full coverageKBBQ → boba → late-night dining

The Portfolio

100+ brands we've grown

From Korea's biggest F&B names to LA's favorite local spots — 20+ venues under always-on management today across Los Angeles & Orange County.

NONGSHIM9292 KBBQAURA HOTPOT & SUSHIDONGWONGANGNAM STATIONCUNGDAM KBBQNAMSAN TONKATSUKISA SIKDANGKNOTTEDGT POKECURRY YAKB333 KBBQPHO GYUPIGYAORION9292 SHABULE KREAMSPA PALACESEASUN NYCMOOBONGRIZIGGLE BBQBON SHABUOCTOPUS SUSHISEOUL STOPSSAMBROKEN COFFEEKUU SUSHIJJAMPONG ZIZONCED COFFEEKCHICKEN PUPNAMOO KBBQTOKYO HAUSTOKAI SUSHIX-FISHNONGSHIM9292 KBBQAURA HOTPOT & SUSHIDONGWONGANGNAM STATIONCUNGDAM KBBQNAMSAN TONKATSUKISA SIKDANGKNOTTEDGT POKECURRY YAKB333 KBBQPHO GYUPIGYAORION9292 SHABULE KREAMSPA PALACESEASUN NYCMOOBONGRIZIGGLE BBQBON SHABUOCTOPUS SUSHISEOUL STOPSSAMBROKEN COFFEEKUU SUSHIJJAMPONG ZIZONCED COFFEEKCHICKEN PUPNAMOO KBBQTOKYO HAUSTOKAI SUSHIX-FISH

BINGGRAEDOMO DESSERTHONEY NIGHTSTART NIGHTJUNG KWAN JANGRH2 KBBQHEA JANGCHONSIP&SAVORSHOW SUSHINEO SUSHIVIVIDCAFE SPOTABURI SUSHISAKE2MELUVDDUCKCOCORIPHO LEGENDOKUKU SUSHIKATSUBAROYABUNSONGHAK KBBQFAT KITTY SUSHIHHDGOMEN RAMENFAT TOMAMOTERRACOTTAPIXIU MALACKE SKIN CAREENCHANTTGIAOK COFFEEAURIA COFFEEBINGGRAEDOMO DESSERTHONEY NIGHTSTART NIGHTJUNG KWAN JANGRH2 KBBQHEA JANGCHONSIP&SAVORSHOW SUSHINEO SUSHIVIVIDCAFE SPOTABURI SUSHISAKE2MELUVDDUCKCOCORIPHO LEGENDOKUKU SUSHIKATSUBAROYABUNSONGHAK KBBQFAT KITTY SUSHIHHDGOMEN RAMENFAT TOMAMOTERRACOTTAPIXIU MALACKE SKIN CAREENCHANTTGIAOK COFFEEAURIA COFFEE

Your venue next →

For Business Owners

Own a restaurant or local business?

Get the team that revived Koreatown and built LA's #1 KBBQ brand working on your venue — influencers, PR, content, community.

Get a marketing plan →

For Creators

Food creator in California?

Join the KOMA creator network — collab dinners, paid partnerships, and first access to LA & OC's best new spots.

Apply to the network →

The Story Behind Both Engines

From world stage to culture engine

KOMA was built by people who lived internet culture before they marketed it.

viOLet — pro gamer, world champion

Founder Donghwan "Tom" Kim competed globally as viOLet, a StarCraft II world champion — learning how attention, fandom, and live audiences actually work.

Esports head coach

Moved to the other side of the screen as a League of Legends head coach — building talent instead of being the talent.

404 Heaven — the creator house

Built the influencer house 404 Heaven — producing creators and internet moments daily, and learning the influencer playbook from the inside.

Koreatown Marketing — the F&B years

Founded Koreatown Marketing during COVID to save the restaurants he loved. 100+ businesses grown, Gangnam BBQ built into LA/OC's #1 KBBQ.

KOMA — the celebrity engine

Took the playbook top-down: Cardi B, Kylie, and 250M+ campaign views for K-beauty in the U.S.

CEO · Founder

Donghwan "Tom" Kim

StarCraft II world champion (viOLet) · League of Legends head coach · founder of influencer house 404 Heaven & Koreatown Marketing. Leads celebrity partnerships and the growth engine.

COO · Co-founder

Kayoung "Kaylie" Kim

Former Uniqlo visual merchandiser turned lead creative director. Runs brand strategy, creative production, and marketing operations across both engines.

Why it matters

Direct, hands-on, in-house

We talk to talent directly and match your brand with the celebrity who fits it best — then micro-manage every detail ourselves, from brief to post to amplification, so the moment delivers its best possible result.

Born in Koreatown.Scaled to celebrity.

Celebrity marketing that sells.

The moments creators rush to imitate

Viral isn't luck. It's a 4-stage system.

SPARK

AMPLIFY

CONVERT

OWN

We don't just book the celebrity.We're a TikTok Shop operations house.

The Cardi B Effect, in numbers

36× overnight. 10.8× a year later.

Most sales never show up in TikTok Shop

Brand after brand, the headlines repeat

Cardi B's Under $20 Skincare Routine: Buy TikTok Viral Mud Mask Online

Cardi B Calls This Mud Mask 'God'

The 'Cardi B Mud Pack' Behind an Amazon-#1 Brand's Growth

Cardi B Effect: TikTok Shop & Prime Day Double Win in the U.S.

Traackr Names MISSHA the #1 Rising U.S. Makeup Brand

MISSHA Steps in Front of 200 Million Followers

What One Cardi B Shoutout Is Worth: ₩0.9–1.2B

Cardi B's Under $20 Skincare Routine: Buy TikTok Viral Mud Mask Online

Cardi B Calls This Mud Mask 'God'

The 'Cardi B Mud Pack' Behind an Amazon-#1 Brand's Growth

Cardi B Effect: TikTok Shop & Prime Day Double Win in the U.S.

Traackr Names MISSHA the #1 Rising U.S. Makeup Brand

MISSHA Steps in Front of 200 Million Followers

What One Cardi B Shoutout Is Worth: ₩0.9–1.2B

Talk directly to Donghwan Kim.

The influencer network for restaurants in California.

From new name to the best Korean BBQ in LA/OC — in under two years.

We tap audiences your ads can't buy.

L.A.'s food media noticed

Gangnam Station Is the Ultimate Korean BBQ Restaurant

Bon Shabu Is Koreatown's Impressive New All-You-Can-Eat Hot Pot Destination

The Best Hot Pot Restaurants in L.A.

A Korean BBQ Oasis: How Gangnam Station Breaks the Mold and Captures the Hearts of Foodies

4 Restaurants to Try This Weekend in Los Angeles — a Korean Seafood Feast at Oyabun

Oyabun, Reviewed — Upscale Japanese-Korean Seafood in Koreatown

Full-stack local marketing, in-house

Koreatown Guide — our own food community

100+ brands we've grown

Own a restaurant or local business?

Food creator in California?

From world stage to culture engine

Your brand could be the next case study.Your restaurant, the next line out the door.

Born in Koreatown.
Scaled to celebrity.

We don't just book the celebrity.
We're a TikTok Shop operations house.

Your brand could be the next case study.
Your restaurant, the next line out the door.