Global Content Strategy Inspired by the K-POP System
K-POP has grown beyond a music genre to become one of the most successful content systems in the global market. In this session, Alex will break down the inner workings of the K-pop ecosystem — from content production and distribution to fandom building — and share how its strategies can be applied across other industries to drive global reach and engagement.
Session Highlights:
- The Core Structure of the K-POP Content System
- Fandom Strategy: Turning Fans into Brands
- Regional Strategies for Global Expansion
- Creative Marketing Lessons from K-POP
Alex Jaehong Kim Deputy CEO, 1MILLION Dance Studio
Alex Jaehong Kim currently serves as the Deputy CEO of 1MILLION Dance Studio, where he oversees global expansion and business strategy for K-dance-based content. He began his career in strategic planning and previously held leadership roles in major entertainment companies, including serving as Head of Global Strategy at SM Entertainment, where he led various business initiatives including M&As. He also served as CSO at Woollim Entertainment.
With over 13 years of experience in the K-pop and entertainment industry, Alex is now focused on global IP expansion through YouTube and short-form content, as well as the development of K-content education programs.
From Scroll to Sale: How to Create Content That Actually Performs
Not all content drives results and most marketers are still guessing. In this session, Nikki Taylor from Analytic Partners shares what the data really shows about content performance, from social videos to KOL.
You’ll learn why brand-style messaging outperforms product features, even in performance campaigns. And why content that builds memory (not just attention) delivers stronger ROI when your customer is ready to buy.
We’ll also unpack what makes content “fit for platform” from where your captions sit on TikTok, to how contrast, pacing, or audio style changes results on YouTube vs Facebook. These are the small creative signals most marketers overlook but they can improve results by over 30%. If you’re creating, briefing, or reviewing content and want to prove its real impact, this session is for you.
Nikki Taylor Marketing & Communications Director, APAC, Analytic Partners
Nikki Taylor is a global marketing leader with 20+ years of experience helping brands turn creativity into commercial results. As the former APAC CMO at UPS and a trusted advisor to companies like Google, she brings a rare mix of brand storytelling expertise and data-driven strategy.
Now with Analytic Partners (Gartner’s #1 ranked commercial analytics firm), Nikki helps marketers across industries prove the value of content, creative, and media. Her sessions are known for cutting through the noise with clear, practical insights that help content creators and marketing teams make smarter decisions and drive real business impact.
Where Creativity and AI Collide
In today’s rapidly shifting landscape, we find ourselves at the intersection of multiple worlds, where technology, creativity, efficiency, storytelling, and humanity and AI collide. This convergence isn’t a gentle merging; it’s a full-speed collision, bringing chaos, uncertainty, and disruption to every corner of our industry. But within this chaos lies immense potential, especially through AI.
Drawing inspiration from my book Collide: Embracing Conflict to Boost Creativity, this talk explores how AI is not just a tool but a powerful catalyst for creative reinvention. When AI meets human insight, we’re pushed to rethink what’s possible—from how we generate ideas to how we tell stories that resonate.
Attendees will discover how to work with AI, not against it—harnessing it to enhance originality, accelerate ideation, and elevate storytelling. We’ll explore balancing speed with soul, data with empathy, and logic with imagination.
Whether you’re an agency leader, marketer, or content creator, you’ll walk away with strategies to turn friction into fuel and use AI to unlock your team’s creative potential. This isn’t about replacing the human touch but amplifying it in bold, unexpected ways.
Tay Guan Hin APAC Regional Director, The One Club for Creativity
Tay Guan Hin is a creative visionary, a renowned global speaker, and the best-selling author of “Collide: Embracing Conflict to Boost Creativity” by Penguin Random House SEA. Tay has delivered impactful presentations on prestigious platforms such as TEDx, Spikes Asia, Cannes Lions, and The One Show, both in China and New York.
He was honored with the Hall of Fame Advertising Visionary AAMS award, recognizing his significant contributions to the advertising industry. Tay has collaborated with major international clients, including the US Grain Council, Tencent, TikTok, Meta, and Unilever, providing valuable insights into creative strategies.
His recent engagements include keynote speeches where he explored themes such as “AI: Friend or Foe” and “Human-AI Collab: Cultivating Emotional Intelligence in the Digital Landscape,” reflecting his commitment to fostering innovation and emotional intelligence in the digital age.