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Global Marketing
Expat creators · testers · UGC · reviews
AI Operating Infrastructure for the Expat Economy
Opportunities for Expats.Global Growth for Companies.
From participant recruitment and matching to operations, verification, payments, and performance reporting, Soo & Carrots brings the entire workflow into one system—powered by Soo House, our 65,000-member expat community, and our data and AI technology.
65,000+ community membersBrand & institution partners
and moreTHE QUESTION
You Want to Work With Expats—So Why Does It Still Feel So Difficult?
From global marketing with expat creators and product testers to international hiring,
events, community programs, and services for foreign residents,
the opportunities to collaborate are growing.
But finding the right participants—and managing the entire process reliably—
still takes more time, coordination, and verification than most organizations expect.
Finding People Is the Easy Part.Knowing You Can Rely on Them Is the Hard Part.
Do They Really Live Where They Say They Do?
Nationality and social profiles alone do not confirm where someone actually lives or whether they are eligible to participate.
Are They the Right Fit for Our Brand?
Follower counts alone do not reveal a person’s interests, content style, or past delivery quality.
Will They Show Up and Follow Through?
There is rarely enough history to predict who will show up, meet the deadline, and complete the work as agreed.
Will They Follow the Brief?
It is difficult to know in advance whether the work will be delivered on time and meet the required quality standard.
Can We Trust the Evidence They Submit?
Photos, documents, account information, and proof of activity often have to be reviewed manually by someone on the team.
Can We Use This Data Again?
When the project ends, participant and performance data becomes fragmented, forcing the next project to start from scratch.
Working with expats is not inherently risky.What is missing is reliable evidence that organizations can act on.
WHY IT FEELS DIFFICULT
Fragmented Data, Manual Operations,and Language Barriers
Finding the right participants and managing projects reliably requires more time, coordination, and verification than most organizations expect.
Because information is scattered across different tools and teams, every new collaboration begins with collecting, reviewing, and evaluating the same information again.
Identity & ResidencyVisa & EligibilityNationality & LanguageInterests & PreferencesContent & Work HistoryPayment HistoryCommunication History
01
Fragmented Data
Identity, nationality, language, visa, interests, and activity data are stored across separate tools and systems.
02
No Common Standard
There is no shared standard for what should be verified or how verification should be performed.
03
Manual Operations
Recruitment, communication, verification, and payments still depend on repetitive manual work.
04
No Persistent Trust Record
Even successful participation leaves no reusable record that carries into the next opportunity.
MARKET SHIFT
The Expat Market Is Already Here.The Infrastructure Is Not.
The foreign resident population in Korea continues to grow, along with its economic activity—as employees, entrepreneurs, consumers, creators, and community members.
At the same time, Korean companies are expanding their global marketing and overseas operations. Tourism, healthcare, education, housing, finance, and hiring all increasingly depend on foreign customers, talent, and participants.
Foreign residents are no longer temporary visitors. They live, work, spend, create, and build businesses—forming an economic force of their own.
KOREA
A Proven Home Market · Nearly 3 Million Foreign Residents
1.96M2.51M2.78M3M
590K
Work-visa residents · 2025
410K in 2021 → 590K in 2025+44%
108K
Skilled foreign professionals · 2025
45K in 2021 → 108K in 2025+140%
JAPAN
Foreign Employment and Long-Term Residency Are Both Rising
- Foreign residents
- 2.76M in 20214.13M+50%
- Foreign workers
- 2.30M in 20242.57M+12%
GLOBAL
More People Are Living and Working Across Borders
- Global migrant population
- 275M in 2020304M+11%
Key markets:- Singapore
- France
- UAE
- Thailand
Companies Struggle to Find the Right People.Expats Struggle to Find the Right Opportunities.
Companies & institutions
The Demand Is There—the Confidence to Act on It Is Not.
Companies need foreign talent, customers, creators, and participants. The challenge is finding people they can rely on and managing the full process from recruitment to completion.
- 64.1%
- Have run into trouble working with expats
- 39.4%
- Not enough information on candidates
- 35.9%
- Visa and paperwork too complex
Expats
The Capability Is There—the Proof Is Not.
Expats want opportunities that help them grow. What many lack is a verified way to demonstrate their skills, experience, and past performance.
- 71%
- of working international students are concentrated in food service and accommodation jobs
- 2.4%
- work in jobs related to their field of study
- 41%
- of working international students earn less than US$670 per month
- 40%
- of marriage migrants report no formal income
What Is Missing HereIs Not a Bigger Pool of Expats.
Companies need an operating process they can trust.Expats need a verified record of what they have done.
Soo & Carrots does more than bring people together.
We turn real participation—and the evidence it creates—into reusable trust data.
Company demandExpat record
TRUST INFRASTRUCTURE
OUR SOLUTION
We Turned Opportunity, Trust, and OperationsInto One System.
That system starts with Soo House, our 65,000-member expat community.It serves as an operating system for opportunity, trust, and operations—connecting recruitment, matching, verification, and payments in one workflow.
Every interaction along the way—who participated, what they completed, and how well they delivered—contributes to trust data that can be used again in future projects.
- For companies
- Find the Right Participants Faster
- Recommendations Backed by Verified History
- One Workflow From Recruitment to Payment
- Fewer No-Shows and Lower Fraud Risk
- Data That Builds Over Time
- For expats
- Opportunities That Match Their Skills and Interests
- Fair and Transparent Rewards
- A Verified Record of Completed Work
- A Trust Profile That Grows Over Time
- Access to Better Projects and Career Opportunities
We Start With Community and Scale IntoOperations and Data Infrastructure.
LAYER 01
Soo House App
A community app where expats discover and participate in social and economic opportunities.
From discovering opportunities and completing missions to receiving rewards, Soo House supports the full participant journey.
Rewarded campaigns, product trials, networking, housing information, and career opportunities.
LAYER 02
Client OS
An all-in-one workspace where companies and institutions manage the full workflow—from participant recruitment to performance reporting.
Manage candidate search, recommendations, campaign operations, verification, and reporting in one place.
Job Seekers · Creators · Product Testers · Actors & Models · Recruitment · Events · Market Research
LAYER 03Trust Data Engine
Data & AI Infrastructure
The Infrastructure That Turns Real Expat Activity Into Trust Data
TRUST ENGINE
Trust—Not on Gut Feeling, but onData and Evidence.
One core engine connects standardized data collection, rules- and AI-based verification, intelligent matching, and a trust profile that grows with every completed activity.
Standardization
Standardize fragmented data through a shared ontology and schema.
Verification
Assess reliability through evidence-based verification combining rules and AI.
Matching
Improve matching accuracy with AI-powered ranking and recommendations.
Automation
Automate end-to-end operations with workflows and dashboards.
HOW IT WORKS
Every Verified ParticipationBuilds Toward the Next Opportunity.
01
Define the Goal and Participant Criteria
Define the desired outcome—reach, content, hires, or research—and the participants needed to achieve it.
02
Recruit the Right Participants
Source participants based on nationality, language, interests, experience, and location.
03
Match With Data, Not Guesswork
Shortlist candidates based on their profiles, preferences, and verified participation history.
04
Participants Complete the Activity
Participants complete store visits, product trials, purchases, content creation, event attendance, or other required missions.
05
Verify the Evidence
Verify photos, videos, documents, location data, and activity results through rules and AI.
06
Process Payments
Once participation is verified, payments are processed through Soo House Points and Wallet.
07
Build the Trust Record
Deadline compliance, delivery quality, and payment history are added to each participant’s profile.
08
Recommend the Next Opportunity
The accumulated record improves recommendations for future projects and opportunities.
SOLUTIONS
Every Expat Collaboration,Designed Around Its Purpose.
Global Marketing
Campaigns with expat creators and testers
Recruiting & Matching
Expat hiring and project matching
Events & Tourism
Global events and tourism programs
Research
Test the market with people who actually live it
Public & Education
Programs for agencies, local governments and universities
Settlement Partnerships
Reach expat customers through partner services
The goals may differ,but the operating structure remains the same.From marketing and hiring to events, research, and settlement services, one proven infrastructure supports them all.
TRACTION
Connections, proven by results.
- 65,000+
- Expat Community MembersAs of July 2026
- 15,000+
- Verified Campaign and Event CompletionsEach record represents a campaign or event completed and verified through Soo & Carrots.
- 10,000+
- Creators in Our Global NetworkEach with 1,000+ followers
- 50M+
- Combined Social ReachAcross our creator network
- 150+
- Projects With Companies and Institutions
- 200+
- B2B Campaigns Delivered
- 10K–20K
- Monthly Active Users
- 50+
- Participant Nationalities
PARTNERS & CASES
Helping Clients Across IndustriesGo Global.
Beauty & Retail
Expat creator reviews, product trials, store visits, and UGC amplification
Tourism & Events
Familiarization tours, tourism content, large-scale participant recruitment, and on-site operations
Public & Education
Public-sector programs, global lounges, career and entrepreneurship programs, and settlement support
Recruiting & Research
Expat talent sourcing, interviews, surveys, and market response testing
AWARDS, BACKING & RECOGNITION
Recognized by Customers, Institutions, and Investors.
Government agencies, global programs, and investors have recognized our business model, technology, execution, and growth potential.
Awards & Recognition
Awards and selections
- Minister of SMEs and Startups Award
- KOSME Chairman’s Award
- KTO Global Challenge — 2nd Place
- Google ChangGoo Program, Cohort 7 — Top Company
- GITEX Spotlight Stage — Winner
Investment & R&D
Investment and R&D
- Seed Investment From Kimgisa Lab · Approx. US$130K
- Selected for TIPS R&D Funding · Approx. US$530K
Certifications & Financial Trust
Certifications and financial trust
- Selected for KODIT’s Little Penguin Guarantee Program · Approx. US$670K
- Certified Social Venture
- Certified Venture Company
SOCIAL IMPACT
When Companies Grow Globally,Expats Should Gain Better Opportunities Too.
As a social venture, Soo & Carrots helps companies and institutions work with expats more effectively,while building a system where expats can use their skills, earn fair rewards,and turn each experience into a better opportunity.
- Access Opportunities
- Participate and Earn
- Build a Verified Record
- Access Better Opportunities
01
Opportunity Access
Access Opportunities
We provide access to jobs, campaigns, events, education, and other opportunities to participate and earn.
02
Fair Reward
Participate and Earn
Participants receive transparent rewards based on the activities they complete and the outcomes they deliver.
03
Verified Experience
Build a Verified Record
Completed work does not disappear. It becomes a verified record that participants can use again.
04
Next Opportunity
Access Better Opportunities
That record helps participants access projects, jobs, and opportunities that better match their experience.
MEDIA & PRESS
Leading Korean MediaAre Taking Notice.
Major Korean media outlets have covered how Soo & Carrots creates opportunities for foreign residents while making global campaigns easier and more reliable for companies to manage.
Soo & Carrots (Soo House) selected for TIPS and Little Penguin — building an AI platform to automate expat operations
Article in Korean
On the plan to automate expat recruiting, matching, verification and payment with AI — backed by TIPS R&D funding and selection for KODIT’s Little Penguin program.
Read Article ↗
Soo & Carrots raises funding — expanding global business solutions built on its expat community app
Article in Korean
On the strategy to build enterprise solutions and operating infrastructure on top of the Soo House expat community.
Read Article ↗
Soo House, the “all-in-one expat settlement platform,” wins the UAE GITEX pitch
Article in Korean
On the Expat Economy model and its global potential, recognized at the GITEX Spotlight Stage.
Read Article ↗TEAM
People Who Have Lived This Problem FirsthandAre Solving It With Technology and Execution.
Global Experience. Proven Execution.
Our team includes people who have lived in Korea as expats as well as people who have lived and worked abroad.
We bring experience from global technology companies, unicorns, startup founding and exits, AI, engineering, design, marketing, and operations—combining firsthand market insight with product and technology expertise.
01
Market Experience
Current and Former Expats With Firsthand Market Experience
02
Global Communication
Experienced in Cross-Cultural Collaboration
03
Proven Execution
Startup Founding and Exits, Global Campaigns, and Large-Scale Events
04
Product & Technology
We Build Our Apps, Platforms, Data Systems, and AI In-House
GLOBAL VISION
From Proven Operations in Koreato Global Infrastructure
Through Enterprise OS, Institution OS, and Partner OS, we are extending the community, operating model, and trust infrastructure proven in Korea to more companies and institutions worldwide.
FOUNDATION
- Community
- Operations
- Trust Data
Enterprise OS
Platform for Companies
Manages expat marketing, hiring, research, and participant operations end to end—from sourcing and matching to verification, payments, and reporting.
Institution OS
Platform for Institutions
Gives government agencies, local governments, and universities one place to manage participation, documentation, payments, and support programs for foreign residents and international students.
Partner OS
Platform for Service Partners
Helps housing, hiring, finance, healthcare, education, mobility, and travel partners reach expat customers and manage transactions and payments.
We Take the Proven Model to Japan, Then to Cities Worldwide.
01
Proven in Korea
A validated community and operating model in our home market
02
Japan Go-to-Market
A localized version of the community and business platform for Japan
03
Global Expat OS
Trust data and opportunity infrastructure for expat communities, city by city
Start Your Next Expat ProjectWith Confidence.
From finding the right participants to verification and payments,
we design the operating workflow around your goals.