When K-Culture Meets Global Brands with Youbin Bang
m25 the producer-led network presents its Global Creative Series, to highlight international creativity and the impact of local cultures and technological advancements on creative production throughout the region. This series features interviews with key and exceptional regional creatives, illustrating how individual endeavours, when combined with cultural understanding and team building, shape successful advertising campaigns and real purpose.
In Episode seven, we step inside the mind of Yubin Bang, a creative leader whose career began not with a grand plan, but with a spark of curiosity. From studying visual design to stumbling upon an advertising class that opened her eyes to a world of wit, playfulness, and possibility, Yubin’s journey has been anything but conventional.
She takes us back to the early days of Korea’s ad industry, when rigid rules, short TV spots, and a pre-YouTube world meant creativity often lived in the shadows.
Now as creative director at Cheil Seoul, Yubin reflects on how South Korea’s advertising scene has transformed into a digital-first, globally influential powerhouse fuelled by K-culture, bold storytelling, and a new generation unafraid to remix tradition with innovation. The role of authenticity in culture-driven campaigns, the opportunities and challenges of AI, and why understanding people not just platforms is the ultimate creative skill.
Q> Can you tell us about your journey to becoming a creative director, what inspired you to pursue this career, what challenges you faced while carving your niche in an ever-changing creative landscape, and which project stands out as the most memorable for its impact on your market or region?
Yubin> I never planned on becoming a creative director. I studied visual design in college, and by chance, I took an advertising class. The clever and fun campaigns I saw from overseas felt completely different from the ads I knew in Korea, and I thought, “This is something I’d enjoy doing.” That led me to start as an Art Director at a small but highly creative agency.
The hardest part back then wasn’t the long nights, it was the rigid traditions of the Korean ad industry. Regulations were strict, TV spots were short, and digital platforms like YouTube didn’t even exist yet. In those days, the spotlight was on the star, while the creativity often stayed in the shadows.
One project that really shaped me was the TTL campaign for SK Telecom. TTL was a brand for young people, and our agency gave interns like me the freedom to experiment. Since I was in my twenties, I was exactly the target audience. Some of the ideas we interns developed actually went to market and got a great response. That experience showed me how powerful it is when you connect with people through content they genuinely enjoy. It’s still a benchmark for how I think about creativity today.
Industry Evolution and Global Impact
Q> How has the South Korean advertising market transformed over the past decade, and what factors have driven this change?
Yubin> The South Korean advertising landscape has transformed dramatically in the past decade, shifting from mass TV campaigns to a digital-first ecosystem driven by YouTube and social media. Creativity is no longer just about delivering a brand message, it’s about entertaining, sparking conversation, and earning attention. Engagement through comments, shares, and cultural resonance has become the true measure of success, as impactful content can spread organically even on limited budgets.
Structurally, Korea was long dominated by large agency affiliates of conglomerates. But digital has opened the door for independent agencies and production studios with strong creative identities to thrive. Their ideas spread instantly across social feeds, proving that in today’s market, the power of an idea outweighs the size of the media buy.
Q> In what ways is South Korea positioning itself on the global advertising stage, and what unique strengths does it offer that resonate with international brands?
Yubin> Historically, Korean advertising received little global attention. Local tone and style didn’t always align with international sensibilities, and global brands often treated Korea as just another Asian market. But the rise of K-culture through OTT platforms has shifted perceptions. What was once familiar only to us is now aspirational worldwide. With younger generations adding fresh sensibilities to Korea’s cultural DNA, K-pop, K-beauty, K-drama, film, fashion, and even food have become global trendsetters.
Still, Korean advertising has room to grow. We’ve often hesitated to fully showcase our unique perspective, but the world is more receptive than ever. Our production craft is world-class, and even ordinary people create content at an exceptional level. As this distinct way of storytelling grows bolder in advertising, Korea’s creative voice can resonate globally and even help redefine what advertising looks like.
Q> How do local cultural values and creative storytelling influence advertising strategies in South Korea?
Yubin> In South Korea, cultural values and creative storytelling are deeply intertwined with advertising strategies. Recently, there has been a surge of interest, particularly among millennials and gen z, in brands that genuinely respect and reinterpret Korea’s long-standing traditions. When brands approach these cultural elements with authenticity, they are rewarded not only with strong sales but also with elevated brand equity. For instance, McDonald’s has collaborated with local farms to create burgers themed around regional produce, an approach that celebrates Korean agriculture while resonating strongly with consumers.
Younger audiences in Korea also view the reinterpretation of tradition as 'cool' when it feels fresh and sincere. A striking example is the Netflix project K-Pop Demon Hunters, which blended Korea’s shamanistic traditions with the global phenomenon of K-pop. By weaving in iconic Korean settings and cultural details things instantly recognisable to local audiences yet novel to international viewers the series built a fandom that extended well beyond Korea. Even the subtle placement of cup noodles and snacks, without explicit branding, sparked global demand for those products.
What this shows is that the success of culture-driven campaigns depends on more than surface-level representation. Today, audiences are asking: Does the brand truly understand the nuances of Korean culture? Is it approaching our traditions with respect rather than stereotypes? If a campaign simply showcases hanbok or kimchi without depth, it risks reinforcing clichés and alienating consumers. But when brands engage with cultural elements thoughtfully, with attention to detail and authenticity, they not only connect with Korean audiences but also create stories that resonate worldwide.
Influence of Technology and Innovation
Q> With the rapid adoption of digital tools and AI, how is technology reshaping creative processes and outcomes in South Korea’s advertising industry?
Yubin> AI has quickly become the biggest force reshaping South Korea’s advertising industry. Across media, AI-driven content is emerging with lower costs and faster turnaround, creating an entirely new production landscape. In a market as trend-sensitive and fast-moving as Korea, this acceleration is evident campaign cycles are becoming shorter as advertisers strive to engage consumers in real-time.
Looking ahead, as AI tools advance, many time-intensive production stages such as shooting, music composition, or 3D design are likely to become increasingly automated. Yet this shift also raises challenges. Many consumers remain uneasy about AI-generated content, particularly when it’s used solely to reduce costs or as a marketing gimmick. The key question for marketers is not 'Can we use AI?' but 'Why should this be made with AI?' Only when there is a clear creative purpose will AI truly add value, rather than risk making brands appear superficial.
Q> What role does social media play in the advertising strategies of South Korean brands, and how are these strategies evolving to meet global trends?
Yubin> In South Korea, social media strategies must be highly platform-specific because user behaviour differs sharply by age group and community. Even within Instagram, for instance, teens and people in their 20s–30s engage with entirely different features. Twitter is seen as the birthplace of trends and fandom-driven conversations, while TikTok and Reddit are more niche within Korea compared to their global scale. This means that effective campaigns rely on deeply understanding how each target audience uniquely uses these platforms.
For brands, social media is no longer just a broadcast channel, it's a space to build dialogue and even entire brand universes. Many successful campaigns now treat their accounts as living content platforms, rapidly reacting to trends, hijacking cultural moments, and engaging followers in ways that feel authentic. When brands do this well, their content advertising gets embraced rather than skipped, turning engagement itself into a measure of brand equity.
Inspiring the Next Generation
Q> What advice would you give to young talent aspiring to enter the advertising industry in South Korea?
Yubin> For young talent, the most important skill is understanding people deeply. It’s not enough to deliver a client’s message you must tell the story consumers want to hear. In advertising, control rests not with creators but with audiences.
At its core, advertising is about people. And human emotions are complex. Audiences won’t always respond to a “good story” in the obvious way; they may cheer for uncomfortable truths, or be moved by a single line of copy rather than flashy graphics or AI-generated visuals. That enduring power to connect, to move people, is what defines the essence of advertising, regardless of technological advances or changing trends.
Q> How does the vibrant, creative landscape in South Korea encourage innovation compared to more traditional markets?
Yubin> Korea’s creative landscape offers fertile ground for experimentation. Younger consumers actively seek new brand experiences, often through collaborations, pop-up stores, and immersive events. Many of them subscribe to YouTube Premium to skip ads, yet at the same time, they’re even more eager to explore what new experiences a brand can offer. When choosing models or designing event giveaways, the story between the brand and the talent has become just as important as the experience itself. Areas like ‘Seongsu-dong in Seoul’ are cultural hubs where brand activations feel like art exhibitions. For emerging creatives, agility is key: micro-trends rise and fade quickly, demanding responsiveness. By understanding local nuance and experimenting boldly, they can craft ideas that resonate locally and globally.
Q> Can you describe an early moment in your career where a pivotal experience or mentor changed your perspective on advertising?
Yubin> One memory that stands out is when a senior mentor once told me, “An advertiser is like a doctor.” That idea stuck with me. Advertising is different from film or drama; it always serves a client’s objective. Our job is to diagnose a brand’s problem and solve it in the most creative way possible. A strong campaign balances client goals with consumer desires, and true success is measured by business impact. This philosophy has remained a guiding principle throughout my career.
Personally, I’ve always followed my curiosity whether it was interactive ads, digital-retail blends, or new platforms. That curiosity built my career. And I try to pass it on by encouraging the next generation to explore boldly, ask questions, and not be afraid of uncharted territory.
Strategic and Operational Insights
Q> What are the key challenges that agencies face when expanding into the South Korean market, and how have they overcome them?
Yubin> For agencies entering the South Korean market, the most effective approach is often to bring fresh perspectives and bold, distinctive creativity. Korean consumers are always eager for something new, but cultural diversity in advertising is still limited. They want brands to respect local culture while also seeing it interpreted in innovative ways. This goes beyond new processes or advanced technology, it’s about different ways of thinking, new conceptual approaches, and fresh visual angles that come from outside perspectives. Agencies that can confidently assert their unique voice and adopt courageous strategies are more likely to succeed.
But you also have to recognise that Korea has its own cultural code, very different even from nearby countries. Treating it as just another 'Asian market' is a mistake. Many global agencies struggle because global brand guidelines don’t always fit here. One-size-fits-all often doesn’t work. You need global consistency, but also local insight.
Q> Looking to the future, what trends do you predict will shape the South Korean advertising industry in the next five to 10 years?
Yubin> Looking ahead, AI is no longer optional. Despite being a small country, the number of paid Chat GPT subscribers in Korea is the second largest in the world after the U.S. Creators are now leveraging AI for everything from content creation to strategic planning and even personal consulting. It’s safe to say that almost every advertising professional in Korea has used AI at some stage, and its integration spans nearly every step of the production process.
Mastering AI has therefore shifted to a second-level skill for creators. We are entering an era where effective communication isn’t just with humans, but also with AI. These changes have occurred in just over a year. The future is hard to predict, but one thing won’t change: advertising will always be about moving people’s hearts. Maybe in 10 years we’ll still be working late nights but with AI teammates by our side.
Q> Considering the unique characteristics of the South Korean advertising market, what strategies or approaches have proven most effective for foreign production companies and creative teams looking to enter and succeed in this market?
Yubin> South Korea already has many local production companies with exceptional craft skills. Their strength lies in understanding the nuances of Korean clients, their workflows, expectations, and communication style which allows them to move quickly and efficiently. While much has improved over the years, the Korean advertising production system remains highly labour-intensive and, at times, demanding. Foreign production companies often face the challenge of meeting tight local timelines, and trust must be earned over time. So instead of competing head-on, it’s important to clearly showcase their unique differentiators.
Global projects, though, often play to foreign producers’ advantage as they understand international sensibilities and have wider networks. But collaboration with local agencies can be tricky. The pool of independent agencies in Korea is relatively small, and emerging agencies, while talented, may lack experience. The key is to find the right partners and grow together. That’s how foreign and local teams can really succeed.
