Song lyrics are repetitive, animation is bright and bold, and they run about one to two minutes in length. The YouTube channel videos include educational preschool songs, rhymes and stories that incorporate the use of colors, numbers and letters. An August 2018 comparison of YouTube channel subscribers showed the established brand, Sesame Street, had 3.9 million subscribers and Pinkfong had 10 million. CEO Lee said that Pinkfong might be described "somewhere between Disney and Sesame Street". In May 2017, journalist Kim Young-joo of the newspaper JoongAng Ilbo wrote that Pinkfong, a pink desert fox character that combines a fox and a phone, is "emerging as the second Pororo", with housewives with young children calling him "President Pinkfong". Both characters became recognizable worldwide and like Pororo, children and parents began associating the pink fox with children's education.
Pinkfong joined another "beloved" anthropomorphic character named Pororo, a longtime children's favorite in South Korea, in the preschool education market. The "Pinkfong! Kids' Songs & Stories" YouTube channel was launched on December 13, 2011, with the brand character, a pink or magenta-colored animated cartoon fox, a Prince from the planet Staria, that was inspired by the fox in the classic French book The Little Prince by Antoine de Saint-Exupéry. SmartStudy's CFO and co-founder Lee Ryan Seung-kyu said typical nursery rhymes were usually "slow and calm" so they began with a small project, searching for a more upbeat song "for the new generation" that would appeal globally. By 2015, the company had released 520 mobile apps with central base apps like "Pinkfong Nursery Rhymes". The focus is children ages one to five years old. branch's CEO Bin Jeong said the name was created from the pink fox character, and the fun sound of "fong" that sounded similar to "phone". A Los Angeles branch with a few employees opened in 2016, and another is located in Shanghai. Pinkfong was formed with the inception of SmartStudy at their Seoul headquarters, in June 2010.