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Leading Global Digital Studio TheSoul Publishing to Open New Production Hub in Budapest

The ‘Powerhouse of Positivity’ content creator behind 5-Minute Crafts confirms the launch of an all-new studio in Budapest, Hungary this summer

With worldwide demand for entertaining, positive, and original digital content growing exponentially, award-winning global studio TheSoul Publishing is announcing its next phase of production expansion with the opening of an all-new studio hub in Budapest this summer. This state-of-the-art facility will open at Dorottya Udvar in the city’s XI District.

Known as the “Powerhouse of Positivity”, TheSoul Publishing plans to create 120 new jobs in the Budapest region across a range of studio and office departments including video production, design, IT, office management, HR and operations, when the initial 3,700 sqm space opens.

Dorottya Udvar garden

TheSoul’s Budapest production studio will focus on the company’s existing channels such as the global phenomenon 5-Minute Crafts, as well as being home to a number of start-up and experimental projects showcasing virtual reality, gaming, animation and digital music.

TheSoul Publishing’s channel portfolio includes the highly-popular 5-Minute Crafts brand as well as Bright Side, 123 GO!, Avocado Couple, La La Life, Slick Slime Sam, Polar and more. In 2021, according to Tubular Labs, TheSoul Publishing generated the most social media views across Facebook and YouTube for the second year running, ahead of all digital-first studios and legacy media companies including The Walt Disney Company, Sony and WarnerMedia.

Arthur Mamedov, Chief Operations Officer for TheSoul Publishing said: "TheSoul Publishing is growing fast.  As we seek the best locations to expand our studio operations, Budapest is perfect for a number of reasons -- especially because it has a great creative community. The new studio will be a key part of our future development as we continue to entertain billions of people around the world."

Chief Human Resources Officer Aleksandra Sulimko also said: "We added more than a thousand team members in 2021 and we’re excited to continue our expansion. This state of the art studio in Budapest will help us attract the brightest talent from across the region. Investments like this will help TheSoul to continue to lead the industry and break new ground in the digital space."

Headquartered in Cyprus with international locations in the UK, Latvia, and the United States, TheSoul Publishing has more than 2,700 team members across 70 countries.

TheSoul Publishing was advised by Colliers Hungary during the transaction. Miklós Ecsődi, Director and Head of Occupier Services at Colliers said: “At Colliers, we are pleased to have represented TheSoul Publishing during the negotiation process of a 3,700 sqm office space in Dorottya Udvar, Budapest.”

The owner of the building was represented by Avison Young, global commercial real estate advisor.

Further details on all of the roles available with TheSoul Publishing, both in Hungary and around the world, are listed on the company's careers site.

About TheSoul Publishing
TheSoul Publishing is an award-winning digital studio that produces entertaining, positive and original content for a global audience.

One of the world’s most prolific and popular online media companies, TheSoul Publishing reaches more than one billion social followers across Facebook, Instagram, TikTok, YouTube, Pinterest, and Snap. Its globally based creative team consistently delivers engaging and irresistibly shareable content for all ages, in 19 different languages, distributed via a social media-driven cross-platform network.

From cutting-edge 3D technology to eye-catching stop motion, from fun live-action to catchy music videos, from inspirational craft projects to vibrant animation, TheSoul Publishing’s portfolio of media brands has it all. TheSoul Publishing’s universe of well-known channels includes 5-Minute Crafts, Bright Side, 123 GO!, Avocado Couple, La La Life, Teen-Z, Slick Slime Sam and Polar.

Its most-viewed channel, 5-Minute Crafts, is the number one DIY digital brand in the world and the only brand to consistently rank among the Top-10 of all YouTube channels and among the Top-10 of all Facebook pages.
Current initiatives include expansion across additional social media, music, podcast and streaming platforms such as TikTok, Instagram, Snap, Roku, Apple, Spotify, Amazon Prime and Chinese platforms including Xigua, Douyin and Bilibili as well as the continued growth of its extraordinary global production team, to provide its fans more of the content they crave.

TheSoul Publishing has garnered numerous accolades including the ‘Digital Studio of the Year’ at the 2021 Digiday Video & TV Awards, a 2021 Drum Award win, a 2021 Webby Award nomination for 5-Minute Crafts, 7 Shorty Award nominations, a pair of 2022 Digiday Video & TV Award nominations including ‘Best Use of YouTube’, and a 2022 Webby Honoree for ‘Best Overall Social Presence in Media/Entertainment ’.

For further information about TheSoul Publishing visit the website.

Related Experts

Miklos Ecsodi

Head of Occupier Services | Hungary


Miklós is leading the Occupier Services Office Team at Colliers International in Budapest.
He had managed over 150 000 sqm office transactions with more than 130 Million EUR lease value in just over 9 years and actively participated in integrating new service lines into Occupier Services, such as Tenant Representation, Workplace Solutions and Change Management.

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