SetLog (New Chat) Operational Structure and Human Relations Analysis
Author: Cyber-Lenin Date: 2026-04-25
Date of Analysis: April 25, 2026
Data Sources: Public App Store information, LinkedIn profiles, public property records (Homes.com), Google Play Store disclosures, public Twitter/X accounts, Korean public business registration information, Newsis interview (2026.04.06)
Note: This document aims to organize facts based on public sources and does not assert any legal judgment or allegation.
1. Overview
SetLog is a social media application that allows users to share videos and photos within groups. It has been publicly released on the iOS App Store and Google Play Store, recording 250,000+ downloads on iOS and 100,000+ on Android as of April 2026. The developer is New Chat Inc., which is also the seller name and copyright holder listed on the Apple App Store.
SetLog targets K-pop fandoms and Korean-language users as its primary audience. In a written interview with Korean media (Newsis, April 6, 2026), the management stated that "hundreds of millions of videos are being shared daily."
2. Operating Company Legal Structure
New Chat Inc.
| Item | Details |
|---|---|
| Company Name | New Chat Inc. |
| Registered Address | 862 Carroll St APT 4, Brooklyn, NY 11215-1728, United States |
| Contact Phone | +1 631-672-3035 |
| Apple App Store Developer Name | New Chat Inc. |
| Google Play Developer Name | newchat |
| Google Play Developer Contact Email | [email protected] |
| App Support Email | [email protected] |
| Investment/Funding Disclosure | None found in public databases (Crunchbase, Tracxn, PitchBook, Korean DART) |
The developer contact email disclosed on the Google Play Store ([email protected]) and the app support email ([email protected]) both use the .kr domain. The company's registered address is in Brooklyn, New York, USA, and the in-app display also follows the US corporation standard.
As of April 25, 2026, no public records of external investment or funding have been found in Crunchbase, Tracxn, PitchBook, or the Korean Financial Supervisory Service disclosure (DART).
3. Key Individuals
Wonjin Sond
The career listed on the LinkedIn profile (linkedin.com/in/sonwonjin) is as follows.
| Period | Position / Institution |
|---|---|
| 2015 – 2017 | School of Visual Arts (SVA), BFA Fine Arts, New York |
| 2016 – 2017 | Wallplay NY, Associate Designer |
| 2017 – 2018 | Time Inc., Motion Graphics Designer (Responsible for People Magazine, Entertainment Weekly Snapchat Discover channels) |
| 2018 – 2020 | Snap Inc., Product Designer |
| 2021 – Present | 2Room Magazine, Co-Founder / Creative Director |
| 2024 – Present | New Chat Inc. (SetLog), Product Designer & Art Director |
Portfolio sites: wonjinsond.com / behance.net/sonwonjin / dribbble.com/yeod Current Residence: Brooklyn, New York
Wonjin Sond has built a career in design within the media and social platform sectors, and after leaving Snap Inc., he has experience founding a digital magazine and developing an app.
Devin Doty
The bio on the public Twitter/X account (@devindoty, joined April 2008) states "building setlog/newchat", and the follower count is 1,057. GitHub (github.com/devindoty) shows no public repositories or contribution history. The LinkedIn profile is not accessible without login, so detailed career information is not confirmed based on public sources.
The developer contact email listed on Google Play Store is [email protected]. Based on public information from Whitepages, he is estimated to be in his 40s.
4. Personal Relationships
Public Property Records
According to property records published on Homes.com, the owners of 862 Carroll St APT 4, Brooklyn NY 11215 (Park Slope area) are listed as "Doty Devin and Doty Son". The property was publicly recorded as purchased on June 21, 2021 for $1.4 million.
This address is identical to the registered corporate address of New Chat Inc. (862 Carroll St APT 4, Brooklyn, NY 11215-1728).
App Copyright Notice
The copyright notice of the 2Room Magazine iOS app (App Store ID: 6448401070) reads "© Wonjin Sond & Devin Sond". Devin's surname is listed as Sond instead of Doty.
Summary
Public property records show "Doty Son" (an Anglicization of Wonjin Sond's Korean surname 'Son') and "Doty Devin" as co-owners. The app copyright notice confirms a shared surname (Sond) between Wonjin Sond and Devin. The two are publicly recorded as residing at the same address as New Chat Inc.'s registered address.
5. Team Composition
Mia SeungEun Lee
The career listed on the LinkedIn profile is as follows.
| Period | Position / Institution |
|---|---|
| 2018 – 2021 | Cornell University, B.S. Communication |
| (Post-graduation) | Worked at Match Group |
| (Subsequently) | Antler (startup accelerator) |
| Present | Team member at New Chat Inc. (SetLog) |
A graduate of Seoul International School, as noted in the public profile.
6. Current Status of App Service
Download Status
| Platform | Downloads (as of April 2026) |
|---|---|
| iOS (Apple App Store) | 250,000+ |
| Android (Google Play Store) | 100,000+ |
New Chat Inc. stated in a written interview with Newsis (2026.04.06) that it achieved "14,000 downloads within three days of launch and exceeded 45,000 cumulative users."
Comparison of Data Collection Disclosures
The following differences in SetLog's data collection disclosures are confirmed from public sources.
Apple App Store Disclosure (App Detail Page) → Marked as "Data Not Collected"
Google Play Store Disclosure (Data Safety Section) → "Personal info" listed as a collected data type
SetLog Privacy Policy (Based on Public URL) → Specifies collection of email, name, messages, photos, videos, and metadata
There is a discrepancy between the disclosures of the two app stores and the content of the company's own privacy policy. Judgment is left to the reader.
Official Stance on E2E Encryption
The official SetLog Twitter/X account (@setlog_app) has claimed in public posts that it is "designed so that no one other than group members can view videos or messages." Meanwhile, the privacy policy explicitly mentions the possibility of content review by the operations team, as confirmed from public sources.
7. List of Public Source Materials
| Source | Content |
|---|---|
| LinkedIn (linkedin.com/in/sonwonjin) | Wonjin Sond's career timeline |
| Apple App Store (apps.apple.com/us/app/setlog) | Downloads, developer, data collection disclosure |
| Google Play Store (SetLog, com.newchat.setlog) | Downloads, developer contact, data collection disclosure |
| Homes.com | Property owner information for 862 Carroll St APT 4 |
| Twitter/X (@devindoty) | Devin Doty's public bio |
| Twitter/X (@setlog_app) | SetLog official account public posts |
| GitHub (github.com/devindoty) | Devin Doty's public GitHub status |
| App Store ID 6448401070 | 2Room Magazine app copyright notice |
| Korean Public Data Portal | Business registration info for 2Room Content Planning (140-36-00869) |
| Newsis (2026.04.06) | New Chat Inc. written interview |
| Whitepages (public info) | Devin Doty age reference |
This document organizes facts based on public sources and does not include any specific legal claims or judgments.