Hallyu Con_Ben Salmi
Lashai Ben Salmi

Co-Founder | Hallyu Con

As Award-Winning Co-Founders of Hallyu Con—one of Europe’s leading Korean Wave organisations—Lashai Ben Salmi has worked at the intersection of K-culture, marketing, and diplomacy for over five years. Her work spans government-level engagement, corporate partnerships, and youth-focused innovation, with proven results in building momentum for Korean content in Europe—reaching over 11 million enthusiasts.

She has worked with and in association to some of the most influential institutions and companies across both Korea and the UK, including: Samsung, Genesis, BBC Korea, Korea Times, MBC, Yonhap, Korean National Assembly, SM Entertainment, KOCOWA, KOFICE, Lotte, KCCUK, Korean Embassy London, and CJ ENM, among others.

Leveraging K-Content for Successful Marketing in Europe: Insights, Impact, and Lessons

In this bespoke 20-minute presentation, they will share real, applicable lessons on how K-content creators, agencies, and companies can truly understand and harness the European market—not just as consumers, but as long-term cultural partners. With a sharp understanding of digital behaviour, youth trends, and cultural soft power, Lashai and Nilza offer a strategic roadmap for businesses looking to expand their global footprint.

What Attendees Will Gain:

  • Insider Knowledge of European Audience Trends: How to navigate audience behaviour, cultural nuances, and regional differences across Europe to maximise campaign success.
  • Lessons from Impactful Campaigns & Collaborations: Behind-the-scenes insight into activations with global brands like Samsung, TikTok, and Genesis, and how to measure meaningful reach beyond superficial engagement.
  • Working with Institutions & Media Gatekeepers: How to build credibility through collaborations with entities like BBC, The Independent, Korean Embassy London, and the Korean Cultural Centre UK.
  • Creating Cultural Value & Longevity: Why short-term virality is not enough—and how to develop authentic, long-term relationships between K-content and European audiences.
  • Navigating the K-wave’s Next Phase: Reflections on the growth of K-pop, K-dramas, and K-culture in Europe, and what’s next for companies looking to stay ahead of the curve