이장혁 대표 Aligo AI
Lee Jang-hyeok

CEO | AligoAI
Professor | Korea University Business School

Lee Jang-hyeok is a professor at Korea University Business School and a leading expert in quantitative marketing and personalized services based on big data.

Over the past 28 years, he has worked across telecommunications, finance, and retail industries, with previous roles at Samsung C&T and Samsung Electronics. He also served as a data advisor for SK Telecom Academy, Shinhan Card, and LG Uplus.

In 2020, he founded AligoAI, launching Celevu, a global platform that enables brands and celebrities to collaborate quickly, easily, and cost-effectively. The platform aims to make celebrity-driven marketing more accessible for campaigns of any size.

The Evolution of K-Celebrity Marketing: A New Approach to Celebrity Collaborations

Celebrities—especially K-pop singers and actors—have long boosted advertising impact by quickly influencing consumer attitudes, even within short 15-second ad slots, thanks to their popularity and positive image.

However, with the rising dominance of digital media, advertising budgets have shrunk and demand for rapid content turnaround has increased. As a result, many traditional celebrities have begun losing ground online to influencers and digital-native creators.

At the same time, the global spread of K-culture has fueled a rise in K-celebrity partnerships with international brands under titles such as brand ambassador and muse.

In this session, we explore how to collaborate with celebrities in a more agile, budget-efficient way—to drive both short-term campaign performance and long-term brand value.

Real-world case studies will be shared, including:

  • Frieze Seoul 2024 – Chaumet x Lee Joo-bin (Event appearance + Instagram posting)

  • New Product Launch (Apr 2025) – Golden Goose x Jeon Jong-seo (Instagram campaign)

  • Wild Turkey (Jul 2025) – Kim Seo-yeon (Instagram ad collaboration)