SOOP CEO Lee Min-won: “The current situation is serious”... a full platform overhaul after two years

SOOP will overhaul its UI/UX about two years after its rebrand, aiming to improve usability and expand personalized features such as AI recommendations and subtitle translation.

It is also shifting new streamer acquisition toward an ecosystem-driven model to support creator growth and community expansion.

Its ad business will be reorganized under an integrated marketing brand to help restore revenue.

With operating margin falling in Q2, CEO Lee Min-won said the company views the situation seriously and will also step up shareholder communication and treasury-stock measures.