01
Global Marketing
Expat creators · testers · UGC · reviews
AI Operating Infrastructure for the Expat Economy
Opportunity for expats,the world for companies
Recruiting, matching, operations, verification, payment, performance — Soo & Carrots runs it all as one flow, built on Soo House, a 65,000-member expat resident community, and our own data and AI.
65,000+ community membersBrand & institution partners
and moreTHE QUESTION
You want to work with expats —so why does it still feel so hard?
Global marketing with expat creators and testers,
expat hiring, global events and community operations,
and new services built for expat customers.
The opportunities to build something with expats keep growing.
But the moment a real project starts, companies run into the same questions all over again.
Finding someone to work with is the easy part —knowing you can trust them is the hard part.
Do they really live where they say?
A nationality and a social profile tell you nothing about where someone actually lives, or whether they are even allowed to take part.
Are they really a fit for our brand?
Follower counts say nothing about what someone is into, how they create, or how well they have delivered before.
Will they show up on the day?
You rarely have enough history to tell who will turn up and who will go quiet.
Will they follow the brief?
Whether the work gets delivered — and whether it is any good — is almost impossible to know upfront.
Can we trust what they send us?
Photos, documents, accounts, proof of activity — someone on your team ends up checking every one by hand.
Can we reuse any of this next time?
The project ends, the participant and performance data scatters, and the next one starts from zero.
Working with expats is not inherently risky —what is missing is evidence you can act on.
WHY IT FEELS DIFFICULT
The hard part is notlanguage or culture —it is scattered data and manual work.
The information exists. The problem is where it lives: spread across separate channels, each with its own standard.
Identity and residency sit in one system, visa and eligibility in another, content and work history on personal social accounts, and payment and messaging records in one manager’s inbox.
So every new project starts the same way — collect it all again, check it all again, decide all over again.
Identity · residencyVisa · eligibilityNationality · languageInterests · preferencesContent · work historySettlement recordsCommunication logs
01
Fragmented Data
Identity, nationality, language, visa, interests and activity data live apart
02
No Common Standard
No agreed answer to what should be checked, or how
03
Manual Operation
Everything from recruiting to verification and payment runs on repetitive manual work
04
No Accumulated Trust
Even successful work leaves no record that carries into the next opportunity
MARKET SHIFT
The expat economy has already grown —now it needs the infrastructure to match.
The number of expat residents in Korea climbs every year — and so does what they do here: work, start businesses, spend, create.
Korean companies are pushing harder into global marketing and overseas markets at the same time, and tourism, healthcare, education, housing and hiring all need expat customers and talent to do it.
Expats are not visitors passing through anymore. They live here, work here, spend here and create opportunity here — an economic force in their own right.
KOREA
A proven home market · 3 million foreign residents within reach
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 both climbing
- Foreign residents
- 2.76M in 20214.13M+50%
- Foreign workers
- 2.30M in 20242.57M+12%
GLOBAL
People living and working across borders
- Global migrant population
- 275M in 2020304M+11%
Key markets:- Singapore
- France
- UAE
- Thailand
Companies cannot find the right people,and the right people never hear about the work.
Companies & institutions
The demand is there —the confidence to act on it is not.
Companies need expat talent, customers and participants. Finding people they can count on — and running the whole thing end to end — is where it breaks down.
- Hard to source expat candidates who match the brief
- Too little to go on: no participant data, no track record
- Identity, visa, residency and eligibility checks eat up time
- No-shows, people going quiet, and outright abuse
- Recruiting, selection, operations, verification and payment all live apart
- Barely anything reusable once the project wraps
- 64.1%
- Have run into trouble working with expats
- 39.4%
- Not enough information on candidates
- 35.9%
- Visa and paperwork too complex
Expat residents
The capability is there —the proof is not.
Expats want work they can grow in. What they do not have is an official way to show what they can do and what they have already done.
- Few opportunities that match their degree or career
- Language and information gaps keep opportunities out of reach
- Judged on nationality and visa status, and little else
- Finished projects leave no official record behind
- Good work does not carry over to the next opportunity
- The same paperwork, resubmitted with every application
- 71%
- Working students concentrated in food & lodging jobs
- 2.4%
- Work related to their field of study
- 41%
- Working students earning under $670 a month
- 40%
- Marriage migrants with no official income
What is missing hereis not a bigger pool of expats.
Companies need a process they can run with confidence,and expats need a record that proves what they have done.
Soo & Carrots does more than gather people in one place —
we turn what they actually do, and the evidence they leave behind, into trust data.
Company demandExpat record
TRUST INFRASTRUCTURE
OUR SOLUTION
So we turned opportunity, trust and operationsinto one system.
And that system starts with Soo House, our expat resident community.Built on 65,000 members, it is the opportunity · trust · operations OS that ties recruiting, matching, verification and settlement into one.
And everything that happens along the way — who took part, how well they delivered — builds into trust data you can use again on the next project.
- For companies
- Find the right expats, faster
- Candidate recommendations backed by real history
- One process from recruiting through payment
- Fewer no-shows, less abuse
- Data that builds up instead of disappearing
- For expats
- Opportunities that actually fit
- Fair, transparent pay
- An official record of the work you did
- A trust profile that grows with you
- Better projects, and room to grow
Business console
Find and shortlist candidates, run the campaign, read the results — all on one screen
Soo House app
The whole participant journey: find the opportunity, do the work, get paid in points
TRUST ENGINE
We build trust from data and evidence,not from instinct.
One core engine ties it all together: standardized collection, verification by rules and AI, and a trust profile that keeps building.
CORE ENGINE
STEP 01
Collect
Everything on one standard
- Identity · nationality · language
- Visa · where they live
- Interests · activity data
STEP 02
Verify
Rules first, then AI
- Requirements · deadlines · location
- Brief followed · images checked
- Abuse and forgery caught
STEP 03
Match
AI matching and ranking
- Fit for this project
- How well they delivered before
- Recommendations from real history
STEP 04
Accumulate
A trust profile that keeps building
- Verified activity history
- Delivery quality · payment records
- Feeds the next opportunity
Companies run leaner
- Less time spent searching
- Less operational risk
- Scale without more headcount
Expats build an asset
- A verified history
- Opportunities that fit better
- Fair evaluation and pay
PRODUCT ARCHITECTURE
We start from community and expand intooperating and data infrastructure.
LAYER 01
Expat Resident App
Soo House
The community app where expat residents find opportunities — social and economic — and take part in them
LAYER 02
Business Operating Platform
Soo House Business
Where companies and institutions run the whole thing — from recruiting expats to reviewing the results
LAYER 03
Data & AI Infrastructure
Trust Data Engine
The infrastructure that turns real expat activity into trust data
- Community
- Participation
- Evidence
- Trust Data
- Better Opportunity
HOW IT WORKS
One participation, verified and recorded,carries into the next opportunity.
01
Set the goal and the criteria
Decide what you are after — reach, content, hires, research — and who you need to reach it.
02
Recruit the right people
We source participants by nationality, language, interests and where they live.
03
Match on data, not guesswork
Candidates are shortlisted on their profiles and what they have actually done before.
04
They take part
Store visits, product trials, purchases, content, events — the work happens.
05
Check the evidence
Photos, video, documents, location and results, verified by rules and AI.
06
Pay them
Once verified, payment runs through Soo House Points and Wallet.
07
The record builds
Deadlines met, quality delivered, payments made — it all lands in their profile.
08
On to the next one
That record drives better recommendations for the next project.
SOLUTIONS
Every way you work with expats,built for the job.
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 goal changes,the operating structure does not.From marketing to hiring, events, research and settlement services — one proven operating infrastructure runs them all.
TRACTION
Connections are turning into real participationand records you can verify.
- 65,000+
- Expat residents in the communityAs of July 2026
- 15,000+
- Verified campaign and event participationsEvery one confirmed start to finish in a campaign we ran ourselves
- 10,000+
- Creators in the global network1K+ followers each
- 50M+
- Combined social reachAcross the creator network
- 150+
- Projects with companies and institutions
- 200+
- B2B campaigns run to date
- 10K–20K
- Monthly active users
- 50+
- Nationalities among participants
PARTNERS & CASES
Across many industries,already building together.
Beauty & Retail
Expat creator reviews, product trials, store visits and UGC amplification
Tourism & Events
Fam tours, tourism content, large-scale participant recruiting and on-site operations
Public & Education
Public agency programs, global lounges, career, startup and settlement support
Recruiting & Research
Expat talent sourcing, interviews, surveys and market response testing
AWARDS, BACKING & RECOGNITION
Beyond our customers’ choice, the market and institutions back us too.
Government agencies, global programs and investors have all backed our business, our technology and where we are headed.
Awards & Recognition
Awards and selections
- Minister of SMEs and Startups AwardAwarded
- KOSME Chairman’s AwardAwarded
- KTO Global Challenge — 2nd placeAwarded
- Google Changgoo Program, 7th cohort — Top companySelected
- GITEX Spotlight Stage — WinnerAwarded
Investment & R&D
Investment and R&D
- Kimgisa Lab seed investment, ~$130KRaised
- TIPS R&D, ~$530KSelected
Certifications & Financial Trust
Certifications and financial trust
- KODIT Little Penguin · ~$670K guaranteeSelected
- Social venture certificationCompleted
- Venture company certificationCompleted
Global Foundation
Global foundation
- US Delaware entity establishedCompleted
- UAE entity and global partnershipsIn progress
SOCIAL IMPACT
When companies grow globally,expats should get better opportunities out of it too
As a social venture, Soo & Carrots solves the expat collaboration problem for companies and institutions —while building a place where expat residents can put their skills to work, earn fair rewards,and turn what they do into their next opportunity.
- Find the work
- Do it, get paid
- Build a record
- Better work next time
01
Opportunity Access
Find the work
Hiring, campaigns, events, education — we open up a wide range of ways to take part and earn.
02
Fair Reward
Do it, get paid
Transparent pay, based on what you took part in and what you delivered.
03
Verified Experience
Build a record
Work no longer disappears once it is done — it becomes a record you can show.
04
Next Opportunity
Better work next time
That history opens the door to hiring and projects that fit you better.
MEDIA & PRESS
The change Soo & Carrots is making,documented across the media.
Korea’s major outlets have covered how Soo & Carrots opens up opportunity for expat residents and makes global campaigns safer and easier for companies to run.
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 ↗Latest & Selected Press
PARTNERSHIP
Saramin Comate, Soo & Carrots and Seoul Land join forces to widen their reach
Article in Korean
A partnership built to grow expat hiring and community business together
OPERATIONS
Driving SeoulCon’s success two years running — Soo House, the tech company linking global creators and K-beauty
Article in Korean
On the global creator network behind the event, and what it takes to run one at that scale
CASE STUDY
The Hyundai × Soo House close out the “Global Lifestyle Flea Market” to a packed house
Article in Korean
A global community event run together with The Hyundai department store
FOUNDER
[TheBell interview] Soo Kim, CEO of Soo & Carrots: “A platform built for expats”
Article in Korean
A founder interview on what is broken in the expat resident market, and where Soo House is headed
COMPANY
“Opportunity for expats, the world for companies” — Soo Kim, CEO of Soo & Carrots
Article in Korean
The founding story, and the brand vision for the expat economy
SOCIAL IMPACT
[StartUP] “Building a Korea where expats can live with peace of mind” — Soo House
Article in Korean
Why the company was started, and the social mission behind supporting expat settlement and opportunity
TECHNOLOGY
We turn real behavior from expat operations intoverifiable trust data.
Recruiting, participation, content submissions, store visits, review, payment — Soo & Carrots standardizes the data all of it produces,then pairs rule-based checks with AI analysis to handle matching, verification and the operational busywork.
Verified results do not vanish once the project ends. They build into a Trust Profile:safer, more accurate collaboration for companies, and proof of what they can do for expats.
TIPS R&D · Ontology AI-based E2E Operating Infrastructure
INTEGRATED CORE ENGINE
01
Standardized Collection
Scattered data, brought onto one standard
Identity, nationality, language, visa, location and interests — plus participation, delivery and payment history — all mapped onto one shared schema and ontology.
- Profile
- Activity
- Evidence
- Settlement
02
Rule-based Verification
Anything clear-cut, handled by rules
Deadlines, location, visa, required actions, submission formats, evidence — a rule engine clears these first, so nobody checks them by hand.
- Deadline
- Location
- Eligibility
- Required Action
03
AI Verification
Judging whether the work is good — and real
Images, video and documents are checked against the brief and screened for duplicates, forgery and abuse. Anything the model is unsure about goes to a human.
- Multimodal AI
- RAG
- Fraud Detection
- Human Review
04
Matching & Ranking
Ranking on who will actually deliver, not just who qualifies
Nationality and language are the easy part. We also weigh interests, past participation, deadlines met and quality delivered — then rank candidates by fit for this project.
- Eligibility
- Preference
- Performance
- Explainable Ranking
05
Trust Profile
Real behavior, turned into an asset
Verified participation, delivery quality, deadlines and payment history build into a trust profile that carries into the next hire, campaign or event.
- Verified History
- Performance
- Reliability
- Opportunity
FROM ACTIVITY TO TRUST DATA
- Profile & Activity DataWhat people say, and what they do
- StandardizationAll of it on one standard
- Rule + AI VerificationRules first, then AI
- Matching & OperationMatched, then run end to end
- Verified Trust ProfileA profile you can verify
- Better OpportunityA sharper match next time
Trust is not what someone types into a form —it is what builds up when real behavior gets verified, again and again.
ONE CORE, MULTIPLE VERTICALS
Integrated Core Engine · 01 → 05
UGC Marketing
Expat creator content
- Apply
- Select
- Submit content
- Guideline check
- Reward · settlement
Visit / O2O
Store visits and experiences
- Request
- Book
- Actual visit
- Time · location proof
- Review · settlement
Recruiting
Expat hiring
- Apply
- Eligibility · visa check
- Fit matching
- Interview · hire
- Work history
Different businesses,but collect, verify, match, operate, record — that core never changes.
What companies get
- Hours back from manual searching and checking
- Fewer no-shows, less abuse, no faked evidence
- A clear view of everything from recruiting to payment
- Bigger projects without hiring more people
- Participation and performance data you can use again
What expats get
- Real work, turned into a record you can show
- Honest effort, fairly judged
- Jobs and campaigns that actually suit you
- Clear pay, with nothing hidden
- A trust asset that helps with settling in and earning a living
TEAM
People who have lived this problem firsthandanswer it with technology and execution.
Global Experience. Proven Execution.
Everyone here has either lived in Korea as an expat, or lived and worked abroad themselves.
We come from global big tech and unicorns, from companies we founded and sold, and from AI, engineering, design, marketing and operations — so we tackle this market from the ground and from the technology side at once.
01
Market Experience
Expats now or expats before — we have lived it
02
Global Communication
At home working across languages and cultures
03
Proven Execution
Companies founded and sold, global campaigns and events run at scale
04
Product & Technology
We build the apps, the platform, the data and the AI ourselves
- Leadership
- Operations
- Engineering
- Strategy
FOUNDER STORY
Fifteen years of watching this problem up closeis where Soo House began.
CEO Soo Kim started out volunteering at a migrant support center as a student,and has spent more than fifteen years helping expat residents settle in Korea and find real opportunity here.
Living as a foreigner in Japan and France, they learned firsthandhow hard it is to find information, trust and opportunity in a country that is not your own.They went on to run businesses in Korean-language education, tourism, guesthouses,K-pop merchandise, community and travel booking — seeing both sides of the problem, expat and company alike.
What they saw in the field turned into policy proposals and advisory work on expat affairs,and eventually into Soo House and Soo & Carrots:a place where expats can prove what they can do, and companies can work with them confidently.
Volunteering & Field Work
Migrant center volunteering as a student
Living Abroad
Japan and France
Entrepreneurship
Founded companies in education, tourism and community
Policy Advocacy
Advisory work on expat policy
Soo House & Expat OS
Building the opportunity and trust layer
Global Experience
- Waseda University, Japan
- Université Jean Moulin, France — Erasmus program
- Speaks six languages
- Lived abroad in Japan, France and elsewhere
Entrepreneurship & Influence
- Founded companies in Korean-language education, tourism, community and K-pop merchandise
- Built a creator following of over a million worldwide
- Author of the Korean For All series
Policy & Social Impact
- Policy advisor to the Ministry of SMEs and Startups on expat employment, startups and settlement
- Advisor and steering committee member, Seoul Global Center
- Advisory committee member, COMEUP
- Community initiatives with Dongbu Foreign Residents Center
- Still supporting migrants and foreign residents, as they have since university
GLOBAL VISION
Operating experience into product,what we proved in Korea into global infrastructure
Through Enterprise OS, Institution OS and Partner OS, we extend the community and trust data we have built up to more companies and institutions.
FOUNDATION
- Community
- Operation
- Trust Data
Enterprise OS
Platform for companies
Runs expat marketing, hiring, research and participant recruiting end to end — sourcing, matching, verification, payment and reporting.
Institution OS
Platform for institutions
Gives government agencies, local governments and universities one place to manage program participation, paperwork, payments and support for expat residents and international students.
Partner OS
Platform for partners
Helps housing, hiring, finance, healthcare, education and mobility partners reach expat customers and handle transactions and payments.
We take the proven model to Japan, then to cities worldwide
01
Korea Proof
Proving out the expat community and the operating model
02
Japan GTM
The same community and business platform, localized for Japan
03
Global Expat OS
Expat trust data and opportunity infrastructure, city by city
Your next collaboration with expats —start it with confidence.
From finding the right participants to verification and settlement,
we design the operating structure that fits your goal — together.