Be Rounder
Seoul, KR · 1 known investors
Rounder (리라운더) recovers items that would otherwise be discarded — such as film and TV set props and leftover brand assets from pop-up events — and turns them into tradable assets that can be resold and circulated. Based in Seoul, it operates a resale marketplace and a physical space where these goods can be experienced and purchased.
Also known as (주)리라운더 · ANMOK · NAFAL · Rerounder · Rounder · 나팔 · 리라운더 · 안목
Investors · 1
Company profile
researched Aug 2026Rerounder (리라운더) is a Seoul-based company that describes itself as an impact company built around creating value from items that were previously discarded. Its stated focus is on objects such as film and television shooting props, brand assets left over after pop-up events end, and other goods destined to be used once and thrown away. The company frames its work as identifying the taste and story remaining in those objects and redesigning them into assets that can be traded again.
The company operates two services. NAFAL (나팔) is positioned as an exchange that turns personal taste into assets, and ANMOK (안목) is a physical space where the items listed on NAFAL can be seen and experienced in person. Rerounder states that its aim is to build structures in which social value and business performance operate together, and to test, validate and spread those structures in the actual market, on the premise that impact cannot be sustained by goodwill alone but only when recovered value becomes real transactions that continue to circulate.
Business model
Rerounder recovers goods that would otherwise be discarded and redesigns them so they can be transacted again, operating an exchange for such items (NAFAL) alongside a physical space (ANMOK) where the goods can be encountered and experienced. The company states that it seeks structures in which social value and business results work together rather than relying on goodwill.
Latest developments
As of its 2025 website, Rerounder operates NAFAL, a marketplace for taste-driven assets, and ANMOK, an accompanying gallery-style space, and is recruiting on an ongoing basis.
▸Full profile — market position, go-to-market, geography
Market position
The company positions itself around sourcing goods with existing cultural provenance — props from films and dramas and brand assets from finished pop-ups — and pairing an online trading service with a dedicated physical space where the same items can be viewed and purchased.
Go-to-market
Buyers of second-life goods with distinctive taste or provenance, and the suppliers of such goods, including film and drama productions with shooting props and brands with assets remaining after pop-up events.
Geography
Based in Seoul, South Korea, with its listed address at K Innovation Station, Room 7, 3rd floor, The Raum Penthouse, 81 Neungdong-ro, Gwangjin-gu, Seoul.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
▸Research sources · 1
primary sources listed
- Be Rounderbe-rounder.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Be Rounder do?
- Seoul impact company Rerounder gives discarded film props and pop-up brand assets a second life as tradable goods.
- Who are Be Rounder's investors?
- Be Rounder's investors include SM Culture Partners.
- Where is Be Rounder headquartered?
- Be Rounder is headquartered in Seoul, KR.