Singapore-based Gushcloud is the latest influencer-marketing company to hit the fundraising trail, pulling in a $3m round from South Korean firm YG Group.

That’s the company behind a host of K-Pop music stars, with boy-band BigBang one of its current success stories both in Korea and elsewhere in the world.

The funding will be used to expand Gushcloud Entertainment, a subsidiary that manages social media stars and creating the content for their branded partnerships. The company said it is particularly interested in countries like Indonesia, the Philippines and Vietnam.

“With YG as a key investor and partner, this will allow us to learn and grow more aggressively into Southeast Asia. We are excited to execute the projects that we have lined up,” CEO Althea Lim told Vulcan Post.

YG’s Singapore boss Charlie Cho said that the company hopes its investment will help its K-Pop stars boost their relationships with brands in the region.

"Brands can now connect directly with YG in Southeast Asia should they want to engage with our artistes," he said.