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How to leverage K-content opportunity for a brand marketing, viewpoint by
In this panel discussion, Arthur delves into the evolving landscape of K-content marketing from a non-Korean expert’s perspective. He emphasizes the changing dynamics of social media, where old tactics no longer yield results due to ever-evolving algorithms. These algorithms now create “digital tribes”, segmenting audiences by interests such as beauty, fashion, and travel. Arthur’s key advice? Collaborate with rising star influencers who cater to these specific tribes, ensuring authenticity and genuine messaging.
Furthermore, Arthur highlights the booming creator ecosystem in Southeast Asia (SEA). With the surge in both mega and micro creators across platforms and the significant enhancement in content quality, brands have a golden opportunity. They can capitalize on both creator and price arbitrage, making brand-creator partnerships more accessible and affordable than ever. In this new era, the power now leans towards the brands, opening doors for collaborations of all scales.
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Arthur Sabalionis Co-founder & CEO, AJ Marketing
Arthur, the CEO of AJ Marketing, has been pioneering the frontier of influencer marketing in Asia-Pacific. Co-founding the agency with Joon Kim in 2019, they’ve since expanded their Singapore-based headquarters to 10 countries, including Korea, Japan and SEA. A true digital native, Arthur manages his team online while traveling extensively throughout Asia. Arthur’s vision is to empower international brands to flourish in the region. What distinguishes AJ Marketing is their hyper-localized and genuine strategy. They’ve cultivated over 7,000 authentic collaborations with content creators on platforms like YouTube, Instagram, and TikTok.
