[Interview②] CEO Soyoung Lee of Saram Entertainment "The Unprecedented Miracle of Hoyeon, It's Time to Stay Altert Than Ever"

사진=넷플릭스 오리지널 '오징어게임' 새벽役 정호연 | 사진=넷플릭스(Netflix)

| Actress-Turned-Model Hoyeon of 'Squid Game' Rises as Global Cinderella
| CEO Soyoung Lee: "The Boom is a Phenomenon, Constant Vigilance is Needed...Hope Korean Stars Become Exemplary Cases"
| The Lonely Path of a Manager, as Lonely as an Artist’s Journey, "Believing in Myself is Important"
 

Expanding with 'Saram(People)' and Sharing with 'Content'. This is the identity that is immediately introduced on the official website of Saram Entertainment. Founded in 2006 as a management company focused on talented actors in Chungmuro, Saram Entertainment has achieved remarkable global growth over the past 15 years, evolving into a comprehensive entertainment company. By efficiently managing actor content, the company is also making strides in production and international ventures, demonstrating the brand's competitiveness.

We have entered the 'Saram(People) Era' in the ever-revolving ecosystem. This success did not come overnight. As they say, three strokes of luck prove your skill. The industry knows the time Saram Entertainment's people have walked and run together to achieve undeniable results. Leading the company for 15 years, CEO Lee So-young has demonstrated meaningful competitiveness and global influence from the front, back, side, and center, striving to brand 'Saram(People)' uniquely.

The fruits of the seeds sown are indeed sweet. Recently, Saram Entertainment's actors have been achieving significant success across all platforms, including TV, films, and OTT. The distinct global recognition, beyond domestic acclaim, elevates the company's stature even further. This year's harvest is truly bountiful, a success achieved by enduring countless trials. During this incredibly busy period, we met CEO Soyoung Lee in Busan during the 26th Busan International Film Festival.

Saram Entertainment's actors also significantly contributed to the first offline event in two years. Jinwoong Cho and Uhm Junghwa served as judges for the Actor of the Year award, attending official schedules such as the opening ceremony's red carpet and the Actors House. Choi Heeseo participated as a director for 'Unframed', while Byun Yohan, who starred in 'The Book of Fish' and 'Voice' this year, and Yeri Han from 'MINARI' also expressed their desire to engage in the Busan International Film Festival.

Saram Entertainment's presence at the Busan International Film Festival has always been remarkable. Starting as filmmakers and becoming known in independent films, the actors have been part of the festival since their rookie days. Two years ago, the company hosted the 'Global Open Seminar with Saram' to celebrate the 100th anniversary of Korean cinema under their agency name. At the time, some doubted the resultless plans, but two years later, the globally prepared strategies are starting to blossom.

Discussing all the actors of Saram Entertainment, from rising stars to veterans such as Gong Myoung, Kwon Yul, Kim Minha, Kim Sungkyu, Kim Sungsik, Kim Jaeyoung, David McInnis, Moon Donghyeok, Min Sungwook, Park Gyu Young, Park Yejin, Byun Yohan, Shin Joohwan, Shim Dalgi, Uhm Junghwa, Yoo Heeje, Lee Gaseop, Lee Ki Hong, Lee Sungwook, Lee Woonsan, Lee Jooyoung, Lee Hanee, Jeon Chaeeun, Jung Sori, Hoyeon, Cho Jinwoong, Choi Sooyoung, Choi Wonyoung, Choi Heeseo, and Han Yeri, would take more than three days. This time, we focused on 'Global' while continuing the festival's spirit.

The omnibus project 'SHAME', a collaboration with British director Mike Figgis announced two years ago, and the 'King Sejong the Great' project with Star Trek series writer Joe Menosky, are currently in progress. Saram Entertainment, which turned the pandemic crisis into an opportunity, is now preparing for the with-COVID era.

Through this process, we also glimpsed CEO Soyoung Lee's story, who, as a manager and management representative, must have felt different kinds of loneliness, struggles, and a sense of achievement compared to the artists. The numerous obstacles she had to overcome as a female leader in a battlefield-like industry are understandable without explicit mention. One of Saram Entertainment's strongest points is its ability to recognize 'Saram(People)' quickly, whether they are actors, directors, or staff. This insight, built on responsibility, trust, and experience, is one of CEO Soyoung Lee's and Saram Entertainment's open secrets.

"The Global Flower has Blossomed"

사진=사람엔터테인먼트 이소영 대표

-\We must talk about Hoyeon from 'Squid Game'. As her first acting role, she became a global Cinderella almost overnight.
 “This current situation is really thanks to the global OTT platform. Most importantly, I am most grateful to Kim Jiyeon, CEO of Siren Pictures, and director Hwang Dong-hyuk. I think we received a truly lucky gift.”

-Is there a behind-the-scenes story about how Hoyeon, known only as a model, joined 'Squid Game'?

"It all started with 'MINARI'. (laughs) Early last year, when 'MINARI' was invited to the Sundance Film Festival and we went to the U.S., Hoyeon was in New York preparing for a show as a model. I was also pushing to establish a local office in the U.S. for production just before COVID-19. I had about 3-4 days and needed to go from New York to LA, and in that moment, I met Hoyeon in New York. Strangely, I kept thinking of the character Sae-Byeok from 'Squid Game'. Sae-Byeok is a character with few lines, who has to express everything through emotions and feelings. Looking at Hoyeon, I had an incredible conviction that 'she already has everything needed for this role.'"

-Did you persuade the actress?

"Rather than that, I had to appeal to the production company and the director first. No matter how much our actor is, you need the utmost confidence when recommending someone, otherwise, it becomes a nuisance. The responsibility is also mine. As someone who believes my words are my life when briefing an actor, saying 'Please trust me in casting this actor for this project' is never easy. It’s really difficult. The outcome has to be good to maintain that trust. You have to use all your foresight and interpretive skills, and after meeting Hoyeon in New York, I continued to communicate with the production company."

-How did you proceed?

"I had a lot of concerns. 'I keep getting inspired by Sae-Byeok when I think of her, but can this actor really pull it off?' 'Is it right to recommend her as she's such a new actress?' Honestly, we had already auditioned many actors for the role of Sae-Byeok, so I worried that mentioning Hoyeon at this timing might confuse the production company and the director. So, I sent a self-tape with the thought of 'please consider her as she's abroad' and said, 'Ultimately, it's up to the director to decide, but I hope you can at least take a look.' Thankfully, the CEO, the director, and the production team seemed to appreciate it."

-How was Hoyeon's situation?

"She wasn't chosen simply based on the self-tape. I also thought an in-person audition was necessary and felt that the director would need to see her face-to-face to make a decision. I told Hoyeon, who had a show scheduled in the U.S., 'I think this project is a great opportunity for you, but now it's your choice.' She is a humble actress and said, 'Of course, I will go. It's okay if I don't get the role. Just having the opportunity to audition is amazing,' and she canceled her show to choose the audition. It must have been fate. Eventually, Sae-Byeok's casting was finalized at the very last moment."

모델에서 배우로 성공적 데뷔 신고식을 치른 정호연 | 사진=넷플릭스(Netflix)

-What potential did you see in model Hoyeon as an actress?

"I have seen many actors, and particularly since I worked in advertising and marketing, I understand the strengths of models. I dealt more with graphic ads than video, studying and pondering over the expressions that can be captured in a fleeting moment. When the power of video advertising meets a brand, the model can express that image most effectively in an instant. Over time, when I talk to actors or see their videos and photos, I can tell to some extent whether they can amplify their emotions, soul, and identity in a moment. Hoyeon was already known as an attractive figure during her modeling days, but I also believed she could effectively showcase her skills in acting."

-It seems you can't ignore her innate charm.

"Appearance and charm are definitely different. When I first saw actor Kim Sungkyu on the set of 'THE OUTLAWS', his appearance wasn't particularly striking. His eyebrows were shaved off. (laughs) But his energy was palpable. I thought, 'Wow, what an amazing actor. He's incredibly handsome. He has immense commercial edge.' Everyone was surprised when I praised him. After checking his attitude on set and his reputation, I immediately suggested we sign him. Over more than ten years of running management and working with excellent directors and actors, I think I have also grown a lot as a manager. And it's still an ongoing process."

-The next steps for the actors seem just as important as their current success.

"Ye-ri is one of the actors I've known the longest. She decided to appear in 'MINARI' without any conditions, did her best in that harsh environment, and even after coming back, she honored her commitments. Seeing her, I was deeply moved, realizing that there are actors who continue their path steadfastly despite the world's upheavals and changes. I gain strength as a manager from an actress like Yeri. During the Academy Awards, she was just happy to stand next to the respected Youn Yuh-jung and to share that glorious moment. So, I am very excited to see what steps she will take next." (laughs)
 

Through this wonderful opportunity, I hope Hoyeon becomes a respectable actress with a character and qualities unmatched by any actor or fashion model worldwide. The current situation is unprecedented, so we will need to run many simulations, but it is essential to remain humble. I believe Hoyeon will become that kind of actress.

- It seems like an incredibly busy time for you; I guess the most needed thing is time.

"Yes, that's right. Quickly but accurately. Hoyeon is continuously communicating on how to organize things well so that no one who knows and has helped this artist feels left out. We are working hard to ensure that everyone, including overseas contacts, understands that 'the Korean headquarters is thinking openly and inclusively.' Especially since the work style in foreign countries is different from ours, it's easy to make mistakes when deciding on activities. They might not fully understand, and we are dealing with situations we've never encountered before, so we are thoroughly checking everything. We can't afford to promise events we can't keep or make mistakes in contracts. Hoyeon's US agent, who handles her modeling work, is also very amazed by these developments."

-Is there another actor to watch out for?

"Please look forward to actress Kim Minha from 'Pachinko,' which will be released on Apple TV+. Right now, people might be slightly skeptical, but no one could have predicted the outcome of 'Squid Game' when it started. (laughs) It's hard to imagine what role this actor plays in the series, but those who have read the original will know. We are somewhat prepared mentally. 'MINARI' was a story about Korean people, 'Squid Game' was a Korean drama, and 'Pachinko' also deals with an expanded story of Korean history. We're saying, 'Let's stay grounded as actors regardless of the outcome.'"

애플TV플러스 '파친코'에 출연하는 비밀병기 김민하 | 사진=사람엔터테인먼트

-Enjoying success while staying vigilant is crucial.

"It’s a bit of both a chance and a crisis, I think. The boom is just a phenomenon, and the market is expanding, but it's not something that belongs solely to us. Bigger stars will emerge, and new paths will be forged. Although the world is abuzz, this is a time when actors in Korean content need to have pride and a sense of duty. This is not the end; there will be new projects and new appearances. Both Hoyeon and Minha are just starting, so I’m constantly tense, thinking 'I need to take good care of them.' However, I hope there will be exemplary cases rather than just stars popular in a particular country. I hope people will say, 'Korean stars are different. This is what sets them apart.' Both actors have the potential to be such examples, and it’s our management's duty to maintain and support them. (laughs) This is a time when we need to be very cold-headed."

"Empathize with emotions, but don't engage in them"

-As the head of management, when do you feel most fulfilled?
"I think I’ve continued working as a manager because I abandoned the mindset of feeling fulfilled by someone else. (laughs) Inside this, even if my will, professional sense of duty, or ethics aren’t recognized, if I maintain my integrity, I believe excellent juniors will find better opportunities. Sometimes I wonder, 'Why am I pushing myself so hard?' but then I think, 'Let’s just do more work during that time.' As soon as you say something, you have to produce results in this job. If the results aren't there, the sincerity isn't well conveyed."

-It seems you might feel more loneliness than the artists do.

"Ah... I'm about to tear up. (laughs) If you get emotionally involved, you can't see things objectively. When an actor gets emotionally involved or delves deeply into a role and their vision narrows, the manager needs to maintain a broader perspective. This is something I learned by watching and working with actors, seeing their choices and progress. I am grateful our actors have worked with top creators like directors and writers, and I've seen the whole promotion process, from start to finish, which has given me many insights. In a way, these indirect experiences have led to more learning."

-Do you avoid emotional exchanges?

"Everyone seeks happiness, but we shouldn't abandon professional ethics. I represent the actor, and my duties are clear. I need to see and organize things they might miss, but if I get emotionally involved, it's hard to make wise decisions. Being human, if I get emotional, I get swept to one side, which can only damage the other side. When everyone is excited or, conversely, cold, I must maintain a moderate temperature. I might have appeared cold sometimes. The process of fighting this lonely battle is indescribable. (laughs)"

-You must have struggled to find your role clearly. How did you stay centered?

"I constantly ask myself, 'Am I making an objective judgment? Am I following my emotions? Do I have all the information?' Sometimes actors would say, 'Why don’t you understand my feelings!' and others would question if I was being too strong or oppressive. The saying 'only knowing work' often gets twisted to 'only knowing money.' Knowing this, I still felt it was important to stick to my values. 'Empathize with emotions, but don’t engage in them.' Even during incredibly tough times, I found answers by reflecting on my role in management."

-It sounds like you love but must keep a distance.

"If you focus solely on the job, you experience all sorts of emotions. It’s a job I love, a job that grants foresight, and I have deep affection for actors and projects, but there's a definite loneliness in having to keep a distance and not becoming one family. Sometimes I think, 'Wow, this is a really tough job.' (laughs) But there’s always underlying affection. Whether it's recognized or not."

-Just to ask lightly, what do you see in 'actors' as people?

"A profession that can't help but be attractive? I think actors heal emotions and convey stories through empathy. Speaking broadly, regardless of individual personalities or images. (laughs) Since they share real-time emotional exchanges, they are loved and respected by many. That’s also why many people say, 'I want to be an actor' within the category of artists. At Saram Entertainment, some have transitioned from dancing or pure art to acting. It’s truly a comprehensive art. At the end, actors express themselves in the roles prepared by experts in music, art, and other fields. They are the focal point at that moment, so they need to be honorable, humble, and knowledgeable. Especially important is the collaboration. That’s why they have a big impact. Though it’s a classic title and commonly used, it’s not one that just anyone can have."

-As a senior manager, what advice would you give to others in the same field?
"Managers don’t control actors or people. You must strive to open up as much information as possible to enable rational decisions, not act as if you're doing something for someone’s benefit. Focus on care, but maintain a professional attitude. That way, you can grow together positively. Often called image management, heavy-handed teaching or education has its limits. The public knows that actors shine best when they grow and make decisions themselves. Above all, I want to convey, 'Trust your choices. There are no rules or laws.' Getting swept up in the atmosphere is dangerous. I sincerely hope you believe in yourself more than anyone else."
 

조연경 엔터뉴스팀 기자 [email protected] (콘텐트비즈니스본부)

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