KakaoPay will select 100 brands to take part in its small business brand development programme “Oraeorae Hamkkegage” and begin full-scale growth support.

KakaoPay said on May 27 it held an orientation for the 2026 “Oraeorae Hamkkegage” at the Kakao AI Campus on May 26.

Oraeorae Hamkkegage is a small business mutual growth programme run since 2023 by KakaoPay and the Together Working Foundation. It has supported the growth of a total of 264 brands so far.

This year, it expanded the scale of support to 100 companies, the largest level to date. With the number of supported firms increased from 60 last year, the application rate rose 135 percent from a year earlier and the competition ratio was about 6 to 1.

It particularly expanded eligibility from existing online-focused support to include brands that operate offline stores, with offline-based brands making up 30 percent of the selected companies.

The selected brands span various fields including beauty, food, design goods and wellness. Of the total, 59 percent were chosen as regional mutual growth and eco-friendly brands.

KakaoPay also ran a practical training programme at the orientation. The training consisted of global payment services, basic taxation and branding strategies for small brands.

KakaoPay plans to provide tailored marketing training by brand, expand online and offline sales channels, and support the production of promotional content.

Lee Won-tae (이원태), head of the secretariat at the Together Working Foundation, said he hopes the 100 selected brands will grow a step further through the programme. He added the foundation will continue cooperation to create a sustainable management environment for small businesses.

Lee Yoon-geun (이윤근), head of KakaoPay’s ESG consultative body, said support was expanded this year to reflect voices from the field and the scope widened to include offline brands. He said KakaoPay will continue support so small businesses with potential can grow into competitive brands.