Hallyu Leaders & Experts: In Conversation with Hojin Kwon

Global media business specialist working for 30 years at SBS (Seoul Broadcasting System) Media Group.

About the Series

The Hallyu Leaders & Experts series is a storytelling initiative by Hallyu Con that spotlights the voices, journeys, and perspectives of influential figures shaping the global Korean Wave. At our organisation, we reach millions who are passionate about cultural connectivity and who seek to deepen their understanding of the people driving this vibrant global movement.

Through in-depth interviews, we aim to offer a richer, more human lens on Hallyu, highlighting the values, challenges and ambitions that lie behind the headlines. This series exists to inspire dialogue, foster empathy and promote meaningful cross-cultural exchange through the stories of those leading the way.

1. You’ve been a key figure in internationalising Korean content since the early days of Hallyu. How have you seen global perceptions of Korean culture shift over the years and what role has cultural storytelling played in that evolution?

When I first began introducing Korean content overseas in the early 1990s, global awareness of Korean culture was minimal. At that time, Japanese dramas dominated the Asian market, and Korean content was often seen as a secondary or derivative option. I vividly remember being rejected repeatedly while trying to export SBS dramas—many buyers had little interest in Korean productions.

However, over the decades, perceptions began to shift. Cultural storytelling played a central role in this transformation. What began with stories grounded in uniquely Korean contexts—familial duty, historical conflict, and emotional sincerity—evolved into universal narratives that transcended language and borders. Dramas like All In, Beautiful Days, and Stairway to Heaven resonated deeply with foreign audiences, not because they diluted Korean culture, but because they authentically reflected it. As Korean creators began emphasizing emotional nuance, sophisticated narratives, and high production values, the world started to recognize Korean content as a cultural force in its own right.

"Today, Hallyu is not just a trend—it’s a global cultural movement, and storytelling remains its most powerful engine."

2. Having worked on high-impact drama exports and co-productions, what do you believe are the most meaningful forms of cultural exchange that emerge from these international collaborations?

The most meaningful cultural exchanges often arise not from what we export, but from what we learn in the process of collaboration. When we co-produce with international partners, we’re not just sharing scripts or talent—we’re bridging mindsets, values, and working cultures. Through these exchanges, I’ve come to deeply appreciate how different societies approach storytelling, character development, and audience engagement.

One powerful example is how Japanese broadcasters initially perceived our dramas as “similar to Japanese” content. But over time, they came to appreciate the unique Korean emotional palette—intensity, familial bonds, and moral dilemmas. That appreciation wasn’t one-sided; we also adapted, learning how to tailor content for local preferences without compromising authenticity. These collaborations create hybrid narratives, foster professional growth, and ultimately pave the way for mutual cultural understanding.

3. In commemorating SM Entertainment’s 30th anniversary with SBS, what stood out to you as the most culturally significant elements of their legacy—particularly in how they’ve connected with global audiences?

SM Entertainment’s legacy lies in its visionary integration of music, visual identity, and storytelling. Long before the term “transmedia” became popular, SM was already creating expansive cultural universes where artists weren't just singers—they were icons, characters, and ambassadors of Korean culture.

What impressed me most was their strategic branding across markets. Through SBS’s long-standing collaboration with SM—from music shows to special documentaries—we saw how they nurtured a consistent image while adapting to each region’s cultural nuances. Their artists, such as TVXQ, Super Junior, and EXO, connected with fans not just through music but through narratives of growth, struggle, and aspiration that transcended language. SM has been instrumental in positioning K-pop as both an entertainment product and a cultural artifact, making Korea feel familiar to millions of fans worldwide.

4. How do you balance authenticity and accessibility when producing or distributing Korean content for non-Korean audiences? What have you found to be the most effective ways to preserve cultural identity while encouraging cross-cultural engagement?

It’s a delicate balance. Authenticity is the soul of our content—without it, we lose our unique voice. But accessibility ensures that voice can be heard and understood globally. Early on, I learned that simply translating a drama wasn’t enough. We needed localization—cultural adaptation in subtitling, marketing, and even narrative pacing.

One effective strategy was leveraging universal emotions—love, betrayal, ambition—while grounding them in Korean cultural contexts. We also started segmenting markets more intelligently. For example, I pitched different SBS dramas to Japan based on regional demographics and broadcaster identities: All In for NHK, Stairway to Heaven for Fuji TV, and Lovers in Paris for NTV. Respecting local audience expectations without diluting our core message has been key to long-term success.

5. As someone who has bridged media partnerships across countries, what would you say are the key factors for a successful and respectful international collaboration in the entertainment sector?

Trust, mutual respect, and cultural humility are essential. Every successful collaboration I’ve had—whether with NHK in Japan or media companies in Taiwan—was built on personal relationships and an appreciation for differences. Understanding that each partner brings a unique perspective, and sometimes different priorities, is crucial.

Practical elements matter too: clarity in contracts, transparency in royalties, and a shared vision for the project. I also believe in the power of persistence. Many of my early deals came after multiple rejections. But the willingness to adapt and find common ground eventually opened doors that once seemed shut.

"My hope is that Hallyu continues to evolve—not as a one-way export, but as a platform for mutual cultural enrichment."

6. From your perspective, how can Korean media platforms and creatives better facilitate mutual cultural understanding with international partners—not just through content, but through shared values and vision?

We must go beyond exporting shows—we need to export philosophies. Korean platforms and creatives should engage in true dialogue with international partners, co-developing content from the ground up rather than simply offering finished products.

Shared development processes, writer exchanges, and joint training programs can foster deeper understanding. Korean creatives should also reflect more consciously on how their narratives represent both tradition and innovation. When we collaborate based on shared values—curiosity, respect, creativity—we build partnerships that last longer than any one project.

7. What role do you believe the Korean Wave can play in fostering not only entertainment exports, but genuine intercultural empathy and global dialogue?

Hallyu has always been more than entertainment—it’s a cultural bridge. When a viewer in Turkey cries over Winter Sonata, or a teenager in Brazil learns Korean to understand BTS lyrics, they’re engaging in emotional diplomacy. Korean content invites people into our lived experiences, histories, and dreams.

That emotional resonance fosters empathy. And empathy leads to dialogue—across borders, faiths, and political lines. The Korean Wave, at its best, is a soft-power phenomenon that fosters understanding without preaching. In an increasingly divided world, storytelling might be the most powerful tool we have for unity.

8. Reflecting on your career, are there any particular moments or projects where you felt the impact of Korean media created meaningful cross-border connections?

One unforgettable moment was when Stairway to Heaven aired on Fuji TV in Japan. It was the first SBS drama to break through a highly conservative broadcasting system. I had been rejected multiple times, but when the show finally aired and became a hit, it wasn’t just a business win—it was a cultural breakthrough. Japanese fans bought two copies of the DVDs—one to watch, and one to display, unopened, in their living rooms. That level of emotional investment was deeply moving.

Another was seeing Beautiful Days and All In create a ripple effect across Asia. These were not just television shows—they were cultural exports that led to increased interest in Korean language, fashion, and values. They built bridges where there were once barriers.

9. For younger professionals aiming to work at the intersection of culture, media and international collaboration, what guiding principles or lessons would you like to pass on?

First, be curious. Understanding another culture requires humility and genuine interest. Second, be patient—success in global content doesn’t happen overnight. I faced rejection after rejection before achieving any breakthrough.

Third, embrace failure as part of the process. Every mistake I made taught me how to improve our pitch, our content, our communication. And lastly, always preserve the story’s soul. Trends come and go, but authenticity endures. If you can stay rooted in your own culture while remaining open to others, you’ll find your own path forward.

Final message: Is there a final message or hope you’d like to share about the future of Hallyu as a bridge for global collaboration and cultural connectivity?

As someone often called the "pioneering bird of Hallyu," I’ve seen firsthand how stories can change perceptions, build bridges, and open hearts. My hope is that Hallyu continues to evolve—not as a one-way export, but as a platform for mutual cultural enrichment.

Let it be a medium where East meets West, where young creators find global voices, and where shared humanity shines brighter than national borders. May Hallyu remain a living, breathing movement—one that connects us not only through content, but through compassion.