AnyMind, a Singapore-based startup focusing on marketing, entertainment, and human resources, said it has raised USD 26.4 million in funding from Japan Post Capital and existing investors including Mirai Creation Fund.
The startup also concurrently announced its new direct-to-consumer (D2C) offering through its strategic investment into fitness apparel company Lýft.
Owned by athlete and entrepreneur Edward Kato, Lýft produces and sells branded merchandise online. Together with the brand, AnyMind will be launching a service for social media influencers and content creators to produce and market their own line of products.
The company will use the new funds to scale its D2C business and move into new markets such as India and the Middle East. It also looks to extend its digital out-of-home advertising services—currently available in Thailand through VGI AnyMind Technology—into Japan and the rest of Asia.
According to AnyMind CEO and co-founder Kosuke Sogo, the collaboration with Lýft falls in line with its strategy of leveraging its connections with marketers and influencers across Asia to provide value and growth for both sides of the ecosystem.
Previously known as AdAsia Holdings, AnyMind has three business units: AdAsia for advertising, CastingAsia for influencer marketing, and TalentMind for human resources.
In March last year, it closed its Series B funding round at USD 21.4 million after receiving investment from VGI Global Media and Japanese financial services company Tokyo Century. It also raised capital for the same round from messaging app Line and Mirai Creation Fund back in October 2018. It has secured a total of USD 62.3 million of capital to date.
AnyMind says it currently has over 650 staff across 13 offices in 11 markets.
This article first appeared in Tech in Asia.