Hallyu Con_Nilza Anibal
Nilza Anibal

Co-Founder | Hallyu Con

Nilza Anibal is the co-founder of Hallyu Con, one of Europe’s leading K-culture organizations, and a passionate advocate for cultural exchange and female empowerment. She has been recognized as a Korean Wave Representative by the Korean Cultural Centre UK and has served as a delegate for UN Women UK.

Together with her co-founder Lashai Ben Salmi, Nilza has spent the last five years bridging Korea and Europe through diplomacy, marketing, and youth engagement initiatives — reaching over 11 million K-culture fans. Their work spans collaborations with Samsung, Genesis, BBC Korea, The Korea Times, MBC, the National Assembly of Korea, SM Entertainment, KOCOWA, KCCUK, and more.

Nilza’s mission: to expand the boundaries of cultural connectivity and create platforms where diversity, creativity, and Korean culture thrive on the global stage.

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