Samsung, Hanwha, KB — The Asset Managers' YouTube War Has Begun (March 2026 Data)
Key Takeaways
- · 5대 자산운용사(삼성·한화·KB·미래에셋·하나)의 유튜브 협업 건수가 2025년 12월 22건에서 2026년 3월 123건(25일 기준)으로 급증했습니다.
- · 삼성자산운용이 누적 389건으로 업계 1위이며, 14명의 크리에이터와 장기 파트너십을 유지하고 있습니다.
- · 한화자산운용은 2026년 2월부터 월 48~49건을 집행하며 가장 공격적인 성장세를 보이고 있습니다.
- · 자산운용사 협업 영상의 평균 참여율은 2.73%로, Dhesy 전체 협업 평균 대비 높은 수준입니다.
The ETF Market Hit 303 Trillion Won — And the Battlefield Moved to YouTube
The top 5 asset managers' YouTube collaborations surged from 22 to 123 in just three months. Subscribers, not returns, are the new competitive edge.
South Korea's ETF net assets surpassed 303 trillion won — a 75% jump in one year. With 1,058 ETF products now available, differentiation through products alone has become nearly impossible. Asset managers have turned to YouTube creator marketing to build brand awareness.
We analyzed YouTube collaboration data for the top 5 asset managers tracked on Dhesy: Samsung Asset Management, Hanwha Asset Management, KB Asset Management, Mirae Asset, and Hana Asset Management.
Key Stats: Asset Manager YouTube Collaborations (March 2026)
| Asset Manager | Total Collabs | Partner Creators | Avg Views | Engagement Rate |
|---|---|---|---|---|
| Samsung Asset Mgmt | 389 | 14 | 304,510 | 2.73% |
| KB Asset Mgmt | 246 | 2 | 57,319 | 2.68% |
| Hana Asset Mgmt | 106 | 5 | 105,933 | 3.21% |
| Mirae Asset | 102 | 7 | 88,541 | 2.60% |
| Hanwha Asset Mgmt | 98 | 3 | 83,146 | 2.74% |
Source: Dhesy platform, 2,203 brands and 1,762 creators analyzed (as of March 25, 2026)
5.6x in Three Months — What the Monthly Trend Reveals
Monthly data from December 2025 through March 2026 shows the pace of acceleration.
5대 자산운용사 월별 유튜브 협업 건수 추이
* Source: Dhesy
| Month | Samsung | Hanwha | KB | Mirae Asset | Hana | Total |
|---|---|---|---|---|---|---|
| Dec 2025 | 10 | 0 | 1 | 10 | 1 | 22 |
| Jan 2026 | 68 | 0 | 5 | 31 | 6 | 110 |
| Feb 2026 | 72 | 48 | 5 | 5 | 2 | 132 |
| Mar 2026 (25th) | 34 | 49 | 23 | 17 | 0 | 123 |
Collaborations jumped from 22 in December to 110 in January and 132 in February. March had already passed 123 by the 25th. Hanwha Asset Management is the most aggressive late entrant — zero deals in December and January, then 48+ per month starting February.
Samsung Asset Management — 389 Deals, 14-Creator Portfolio
Samsung Asset Management leads all finance/investment brands on Dhesy by cumulative collaboration count. With 14 creator partners and 304,510 average views per video, it sets the industry benchmark.
Samsung's strategy is volume-based: 68 deals in January, 72 in February. Key partners include Bootiful (1.15M subscribers) and Hankyung Global Market (738K) — mid-to-large finance channels with consistent audiences.
The top-performing video in the last month was Bootiful's "KOSPI Breaks 5900 for the First Time" series, recording 285,403 views.
Hanwha Asset Management — Zero to 49/Month, the Most Aggressive Newcomer
Hanwha Asset Management's trajectory stands out. Zero collaborations in December 2025 and January 2026. Then 48 deals in February, 49 in March.
The core partner is Stock Protractor TV (352K subscribers). Most Hanwha collaborations run through this channel — daily post-market analysis videos with embedded asset management branding.
On March 3, when KOSPI recorded its largest single-day drop in history (-452 points) due to the Iran crisis, Stock Protractor TV's Hanwha-branded market analysis hit 265,925 views. The strategy: place the brand in the content investors reach for first during a crisis.
KB Asset Management — March Surge, Concentrated Partner Strategy
KB Asset Management ranks second with 246 cumulative deals, but works with only 2 creators. Deep partnerships with a select few define its approach. Monthly deals jumped from 5 in January-February to 23 in March — a 4.6x increase.
Average views (57,319) are the lowest among the five, but its engagement rate of 2.68% nearly matches Samsung's 2.73%. The target audience is highly engaged.
Mirae Asset — Differentiation Through Entertainment Formats
Mirae Asset works with 7 creators and takes a distinct approach. Through its partnership with the Stocking channel, it produced WBC (World Baseball Classic) content — reaching beyond the typical finance audience.
Stocking's "Exclusive: Oh Seung-hwan's Next Move" hit 299,715 views. The strategy exposes the brand to viewers with no investment interest.
Mirae Asset also runs finance-focused content. A tax-related collaboration with Bootiful recorded 360,075 views — Mirae's highest.
Cumulative Collaborations vs Average Views — The Volume-Quality Tradeoff
자산운용사별 누적 유튜브 협업 건수
* Source: Dhesy
자산운용사별 협업 영상 평균 조회수
* Source: Dhesy
Samsung leads in both volume (389 deals) and quality (304K avg views). Hana ranks third in volume (106) but first in engagement rate at 3.21%.
Hanwha sits at fifth with 98 deals, but its monthly velocity is the fastest. At the current pace, it could overtake Mirae Asset and Hana within three months.
Why Asset Managers Are Betting on YouTube Now
According to Seoul Economic Daily, competition in the ETF market has shifted from returns to brand. With 1,058 similar products, differentiation is nearly impossible. YouTube has become the primary channel for reaching retail investors directly.
Dhesy data confirms this trend. Of the 1,127 brand collaborations in the last two weeks, finance/investment brands rank among the top categories. Among asset managers alone: Hanwha (26 deals), Samsung (18), KB (12), and Mirae Asset (10) led the period.
Creator Selection — Specialist vs Mass Channels
The five asset managers split into two strategic camps.
Specialist focus: Hanwha and KB concentrate on 2-3 finance/investment channels, embedding brand exposure into daily market analysis. Viewers are already interested in investing — potentially higher conversion rates.
Mass expansion: Samsung and Mirae Asset work with 7-14 creators across entertainment and lifestyle content, maximizing brand awareness among broader audiences.
| Strategy | Asset Manager | Creators | Advantage |
|---|---|---|---|
| Specialist Focus | Hanwha, KB | 2-3 | High target relevance, repeated exposure |
| Mass Expansion | Samsung, Mirae Asset | 7-14 | Wide reach, brand awareness |
| Balanced | Hana | 5 | Specialist + mass hybrid |
Takeaways for Marketers
The asset management YouTube race holds lessons beyond finance.
First, when product differentiation is difficult, brand awareness wins. In categories with commoditized products (like ETFs), long-term YouTube creator partnerships are an effective brand-building tool.
Second, market crises can be marketing opportunities. As Hanwha's case shows, placing your brand in the content investors seek during market drops builds trust.
Third, the choice between concentrated and distributed creator strategies depends on your goal. For conversion (ETF subscriptions), specialist channel focus works better. For awareness, mass channel expansion is more effective.
Explore real-time collaboration data for Samsung Asset Management, Hanwha Asset Management, KB Asset Management, Mirae Asset, and Hana Asset Management on their respective Dhesy brand pages.
Methodology: Based on Dhesy platform data covering 3,600+ brands and 64,000 collaboration videos. Data source: Dhesy Last updated: 2026-03-24