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Oh Soey

Head of Consumer Products | Netflix Korea

Oh Soey began her career at The Walt Disney Company Korea as a marketing lead for Disney Channel and TV animation. She later joined CJ ENM where she drove DreamWorks licensing, eventually becoming the first Korean employee at DreamWorks Animation HQ. After experience at NBCUniversal, she joined HYBE as Head of Licensing, where she led the global commercialization of BTS IP, pushing fandom business into a new era.

Since 2022, she has been leading the consumer products division at Netflix Korea, managing brand and merchandise development for titles like Squid Game. Drawing from her deep understanding of animation, character branding, and entertainment IP, she continues to innovate at the intersection of content and fandom—bringing global storytelling into everyday lifestyle products.

Why Did Netflix Enter Convenience Stores?
“Netflix at GS25: When Content Becomes Part of Everyday Life”

Since the surprising announcement of their partnership in 2023, Netflix and GS Retail have created an unprecedented success story in content-IP collaboration marketing. Over the past three years, GS25's exclusive F&B products — featuring Netflix IPs such as "Black and White Chef" and "Squid Game" — have sold more than 30 million units, generating over 80 billion KRW in revenue. The brand value created through this collaboration is estimated to be ten times greater.

The success of this partnership didn’t stop in Korea. These collaborative products have now expanded into over 10 countries, establishing themselves as a prime example of K-content marketing on a global scale.

At CMS 2025, Lee Jeong-pyo, VP and Head of Marketing at GS Retail, and Oh Soey, Head of Consumer Products at Netflix Korea, will take the stage in a live fireside conversation. Together, they’ll share behind-the-scenes stories from this groundbreaking collaboration — from strategic planning to unforgettable episodes — and how they turned convenience stores into content platforms.

Key Topics Include:

  • “Netflix Lifestyle, Powered by GS25”: How GS25 became the lifestyle extension of Netflix for everyday consumers.
  • “Netflix & Popcorn, at Home Not the Theater”: The story of Black and White Chef, bringing gourmet-style meals to convenience store shelves.
  • “From Squid Game to Global K-Food”: How a viral series turned dalgona candy into a global snack trend.