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Steve Seo

CEO | bemyfriends

Steve Seo has been a driving force behind technology and strategic investment at leading Korean companies such as Delivery Hero and GS Shop. He notably founded beNX, the platform subsidiary of HYBE, where he successfully launched Weverse and Weverse Shop—pioneering the globalization of the fan economy for K-POP artists including BTS. Now as the CEO of bemyfriends, he leads the global fandom business revolution through b.stage, working with over 300 global clients and 900 creators across industries.

The Evolution of Fandom Marketing: From K-Culture to the Global Fan Economy

Fan marketing is no longer exclusive to K-POP.

Once seen as a niche culture centered around idol fans, fandom has evolved into a powerful new paradigm for global brand marketing. Today, emotionally connected fan communities offer brands not just loyalty—but long-term, predictable growth.

In this session, Steve Seo shares key strategies for brand marketers looking to harness the power of fandom. From K-Culture to esports, entertainment, and sports, discover how fandom marketing is setting a new standard for global brand success.

Key Topics:

  1. The Evolution of Fan Marketing: From Fandom to Fanconomy
     - Why fandom is the new loyalty program

  2. Success Cases: Brand & Fandom Collaborations
     - How authenticity drives real engagement and conversion

  3. Why Fan Marketing—and How?
     - Build your own community, don’t rely on rented platforms

  4. Global Expansion Strategy: From Local to Universal
     - How to scale globally while staying locally relevant