Google’s Strategic Investment in Gentle Monster

In August 2025, Google shocked both the fashion and tech industries by announcing an investment in IICOMBINED, the parent company of Gentle Monster, along with its sister brands Tamburins and Nudake. The round was reported at approximately $100 million, earmarked for product innovation, global retail expansion, and tech-enabled immersive experiences.

Gentle Monster had already established itself as a global disruptor in eyewear and retail design. Its flagship stores, often described as art installations, blurred the lines between shopping, performance, and cultural exhibition. For Google, the investment was not simply about fashion accessories—it was about tapping into a brand that embodied experiential culture and storytelling.

The move highlighted a growing trend: technology companies seeking alignment with cultural brands to deepen consumer engagement. For Gentle Monster, the partnership promised access to resources and networks that could amplify its reach. For Google, it offered an entry point into the cultural imagination of a generation increasingly drawn to lifestyle experiences over pure products.

The investment underscored the rising financial weight of cultural IP. Eyewear, fragrance, and dessert brands under the IICOMBINED umbrella are more than products—they are cultural experiences with global resonance. This case illustrated how Korea’s creative brands had matured into global investment targets, capable of attracting capital from the world’s largest technology companies.