SONOKONG Co (066910) Fair Value & Analysis
Consumer Cyclical · KR · Market cap 35.6B KRW
Fair value as of: Jul 22, 2026
From 9 valuation models · updated 19 days ago
Share price +10.6% over the past month.
Below-average quality, and screening another 68% overvalued on our models.
What matters now
- The price sits above even our optimistic bull case (805.74 KRW). The favourable scenario is already priced in.
- Weak quality (44/100) and above fair value at the same time, the margin of safety is missing on both counts.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Jul 22, 2026.
How to read this chart
60‑month range 1,648 KRW – 16,779 KRW · fair‑value band 483.45 KRW – 805.74 KRW · the 2,020 KRW price screens above the 644.60 KRW fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Jul 22, 2026.
Analysis
SONOKONG Co (066910) currently trades at 2,020 KRW, while our model-based Fair Value estimate is 644.60 KRW, implying the stock looks roughly 68.1% overvalued today. The Quality Score stands at 44/100 (below-average quality), in the Consumer Cyclical sector. Bear case: priced above our estimate, the market already discounts strong expectations. Bull case: above-average quality can justify a premium, the entry price still matters most (evidence: medium).
Over the trailing twelve months, SONOKONG Co generated revenue of 69.1B KRW at a net margin of -3.7%. Revenue declined 3.8% year over year. Net debt stands at 18.8B KRW. Fundamentals as of Jul 22, 2026
Our scenario range runs from 483.45 KRW (bear case) to 805.74 KRW (bull case); at 2,020 KRW, the current price sits above that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades about 66% below its 52-week high, currently below its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at 45% fair-value upside, at -68%, 066910 screens richer than that median.
Fair Value models
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small.
All 9 models by family
Widest divergence: DCF Models (2,163 KRW) versus Earnings-Based (153.57 KRW). Highest evidence: Growth-Adj P/E (68).
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Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Jul 22, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 43 · Market factors (momentum, volatility) 10
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
About the company
SONOKONG Co., Ltd. operates as an entertainment company in South Korea. It develops and distributes toys and games to retail shops, as well as develops animations and characters.
Full company description
SONOKONG Co., Ltd. operates as an entertainment company in South Korea. It develops and distributes toys and games to retail shops, as well as develops animations and characters. The company sells boys toys under the DINO MECARD, MECARD R, MECARD, CARBOT, and TOPPLATE names; girls toys under the SOFYRUBY name; baby toys under the PENGTALKING name; and games under the OVERWATCH, StarCraft II, and DIABLO III names. It is also involved in the online gaming business. The company was founded in 1996 and is headquartered in Bucheon-si, South Korea.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
SONOKONG Co reported revenue of 97.0B KRW in FY2025 versus 75.5B KRW in FY2021, a compound +6.5%/yr. Reported net income was 826M KRW in FY2025, compounding −29.7%/yr from FY2021.
066910 screens 68% overvalued. Compare with GOLFZON NEWDIN HOLDINGS Co →
Peer Group
Consumer Discretionary · 3554 stocks
How this stock ranks against its sector: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median. (Industry “Leisure Products” was too small, so the broader sector is used.)
Snowflake
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
VALUE 0: the price sits above our fair-value range.
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
ESG scores are not available for this stock yet. Values and ESG data are contextual and can differ between providers.
Similar stocks
10 more Leisure Products stocks, each showing price versus our Fair Value estimate (as of Jul 22, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| GOLFZON NEWDIN HOLDINGS Co 121440 | 6,650 KRW | 10,283 KRW | +55% |
| Aurora World Corporation 039830 | 18,740 KRW | 35,062 KRW | +87% |
| Innox Corporation 088390 | 6,790 KRW | 15,804 KRW | +133% |
| VC Inc 365900 | 2,585 KRW | 1,682 KRW | -35% |
| Toyota Motor Corporation TMN | 3,052 MXN | 4,134 MXN | +35% |
| Hyundai Motor Company 005380 | 425,000 KRW | 616,918 KRW | +45% |
| Maruti Suzuki India Limited MARUTI | ₹13,803 | ₹8,236 | -40% |
| Kia Corporation 000270 | 145,000 KRW | 350,994 KRW | +142% |
| Bajaj Auto Limited BAJAJAUTO | ₹10,381 | ₹4,730 | -54% |
| Hyundai Mobis Co 012330 | 482,000 KRW | 678,420 KRW | +41% |
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How we calculate Fair Value
Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data, nothing guessed.
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