[K-Content Goes Global③] "Minha Kim's first Impression? She's Sunja!" The Fate of Pachinko

K-content, encompassing a wide array of South Korean films, TV series, is steadily establishing itself on the global stage. This isn't a fleeting trend but a burgeoning mainstream presence. The experience and capabilities honed during the 'Hallyu' wave that swept across Asia are now expanding worldwide. We were prepared for the opportunity, and we didn’t miss the zeitgeist.

This success is the result of continually knocking on doors, even when it seemed like trying to break a rock with an egg. From the era when Cannes Film Festival's red carpet was the pinnacle of achievement, we have now penetrated the Academy Awards and are even eyeing the Emmy Awards for our TV series. Hollywood platforms have invested billions of won to create historical dramas centered on Korean history. It's not just about the power of one person or one project; it's about the overall growth of 'K-culture,' including K-pop.

The status of our stars dancing on the global cultural stage has also changed. There’s now boundless potential for anyone to gain recognition anywhere and anytime. While some local observers might still view Asian actors as 'overnight stars' or 'unknown actors,' industry professionals understand that they are the 'must-have talents' and 'blue oceans' for collaboration.

This change is also sweeping through domestic production and management companies. The focus has shifted from merely striving for success to pursuing positive development and embracing the win-win effect. One individual who understood this early on and boldly ventured into Hollywood is Soyoung Lee, the CEO of Saram Entertainment, which represents stars like Yeri Han ('MINARI'), Hoyeon ('Squid Game'), and Minha Kim ('Pachinko'). Lee shares her experiences and insights into the current state of K-content.
 

Following [K-Content Goes Global②]

Saram Entertainment CEO Soyoung Lee 〈사진=사람엔터테인먼트〉

Looking back, the initial foray into the global market was driven more by urgent set-up than grand ambition to succeed globally. In the early days, without a specialized 'management' system, everyone had to depend on each project and actor's name value to survive. It was a time when companies lived off the actors' fee. Ironically, the strategy for survival was to go global.

There are many ways for stars to gain attention, but the reality is that 'overnight stars' constitute less than 1% of the industry. Branding a star takes a long time, and the rewards are not always visible, despite significant efforts. It’s a world where investment and luck are interwoven. Lee explains, “Expanding into the global market was the only way I could ensure the livelihood of my staff.”

“For survival as a manager, it was a desperate move(laughs),” she recalls. “Even ten years ago, without a star, a company couldn't pay its employees. For the first seven years, I barely drew a salary myself. The last resort for business expansion was going global. It wasn’t about being a trailblazer but about making a choice for survival.”

It was a time when stars who were undeniably beautiful, cool, and had a fantasy mysterious aura were at the center of Hallyu. In the early days, while Saram Entertainment’s actors were recognized for their unique acting abilities, they were not 'Hallyu stars' in the conventional sense. Lee believed in the unique content her actors could create and poured her efforts into nurturing stars suited for the new era.

“Sign of Life”(feat.Hanee Lee)

배우 이하늬

영화 '미나리'로 제94회 아카데미 시상식에 참석했던 한예리와 '미나리' 팀 〈사진=연합뉴스/GETTY〉

Evaluating the outcomes is easy, but only those who have experienced the trials and errors can truly share and empathize with them. In an industry where emotions are part of the business, managing emotions can be challenging and sometimes draining.

At a peak moment of conflict between her natural disposition and the demands of her job, Lee found inspiration in Ari Gold, the fictional agency head from HBO’s 'Entourage.' His boldness, acceptance of mistakes, and pursuit of change reinvigorated her dreams, and actress Hanee Lee walked that path with her.

Hanee Lee, a core figure in Saram Entertainment’s global achievements, accompanied Lee on her trips to the U.S. Despite the lack of immediate success, they persisted through numerous meetings. Lee credits Hanee with sustaining her spirit through those challenging times.

“Hanee is basically a open-minded person, embraced the idea that meetings alone could be a learning experience. Without her, I don’t know if I could have endured. As a company, the global flower of Saram Entertainment is Hanee Lee and Yeri Han. Hanee grew my global sensability, and Yeri  elevated the company's status through the Oscars. Her know-how and emotion will pass on to new actors. When Squid Game blew up, I thought, “Would we have made such an effective meeting without the know-how then?” And I don't think the meeting with Minha Kim from ”Pachinko" was a coincidence. It must have has a direct or indirect impact."

'Pachinko' Minha Kim, Connection of Fate

애플TV+ 시리즈 '파친코'를 통해 글로벌 눈도장을 찍은 배우 김민하 〈사진=애플(Apple)TV+〉

애플TV+ '파친코' 주역들 〈사진=애플(Apple)TV+〉

It’s an era where an 'American drama' based on 'Korean history' is being made. Apple TV+ invested 100 billion won to produce 'Pachinko,' a grand saga spanning from the 1910s to the 1980s, chronicling the lives of Zainichi Koreans who moved to Japan during the Japanese occupation and their descendants still living as outsiders.

Having been aware of the bestselling novel 'Pachinko' by Min Jin Lee and its subsequent acquisition by Apple TV+, Soyoung closely monitored the project from the beginning. Even before 'MINARI' was produced, she was gathering relevant information and meeting with key players involved in the production. This meaningful time has gave me a different tie of fate.

“'Pachinko' was destined to be connected with us. Our actors auditioned for many roles, and Minha eventually landed the part. During this time, we designed the STEB (Saram Talent Expansion Bootcamp) program to systematically prepare for overseas projects. It provided our artists with detailed character analysis and audition monitoring, which has been beneficial for those aiming for global projects.”

Saram Entertainment has teams of experts for branding and global pipelines to support artists’ international activities. The STEB program is designed to nurture artists academically and practically, which is expected to become a significant business model for the Korean entertainment industry.

The meeting between "Pachinko" and Minha Kim, who experienced "Pachinko" alone, is also fate after all. As she had so much interest in "Pachinko," Lee was able to learn about the project's progress and casting results early on. After hearing that "a totally new actor, who is not well known, was casted as Sunja," Lee predicted a flood of interest from many management agencies for her. The casting director also recommended Kim several companies, but Kim's management was not decided until the shooting of Pachinko was over, and Soyoung sat down at the negotiating table. The link was no other than the leader of "Pachinko." Minha's choice went to Saram Entertainment.

"'I met a lot of managements, but I never met someone that knows that much about Sunja in ‘Pachinko’." Is what she said. I don't know all the history, but I think the actor recognized that I really had a lot of affection for the project. Minha's first impression was - she was a Sunja. I thought, 'I can see why she was casted. She feels just like Sunja' and I also felt that she had a modern version of Snow White. She had a very transparent face, attractive freckles, and beautiful eyes. She had a visual much Korean with unique visuals.Mystery stood out rather than the familiarity."
 

‘Women Power’ in Global Ventures and New Directions

사람엔터테인먼트 이소영 대표 〈사진=사람엔터테인먼트〉

At Saram Entertainment, actresses like Hanee Lee, Yeri Han, Hoyeon, and Minha Kim are leading the charge globally. Soyoung mentions that they are in talks with an American production company to create a documentary showcasing 'the stories of women in K-content.'

“Women are doing tremendous work in K-content. We’re discussing a documentary with an American production company, whose CEO is also a woman, highlighting this female power. As someone who has experienced the global growth of our actresses, I want to share insights and help where I can.”

Although it's impossible to generalize, the broad-minded inclusivity and efforts towards horizontal rather than vertical relationships have laid some of the foundations for the growth and success of female artists. Additionally, it goes without saying that recognizing and appreciating each other's expertise, and genuinely celebrating each other's successes before proclaiming "I am somebody!" is key to being welcomed anywhere globally. CEO Soyoung Lee emphasizes that she finds joy in making the invisible visible and has no interest in emotional labor, adding that flexibility in absorbing specialized information is fundamental to building a network.

“Reflecting on my experience, female actors have been incredibly supportive partners in various daring attempts. It’s not about creating biases or separating genders, but the actresses I’ve worked with are generally very open to new things and approach them with great sincerity. They quickly grasp new information. Their typical greeting is, ‘Do you have anything interesting?’ or ‘Is there anything new we can do?’ (laughs). As a female CEO and producer, there are disadvantages, but there are also clear strengths. In male hierarchical disputes, they often exclude me. I’m in a grey area, but I don’t have to shed blood directly. There’s less attention than expected, too.”

Directly facing and tackling new challenges naturally brings new concerns. As perspectives on K-content and artists have evolved, 'K-business' has now become a global focus. Given the proven competitiveness of K-content, curiosity about the systematic Korean management that cultivated these talents is a natural progression. The American business style, adept at pre-emptively securing, acquiring, and accumulating networks, can learn from Korea’s efficient incubating and star branding systems.

“Korea’s unique family culture portrayed in ‘MINARI’ drew empathy and beauty globally, showcasing emotional competitiveness. ‘Squid Game,’ directed by a Korean director, made with Korean actors, and in Korean, re-affirmed that the most Korean can also be the most global. ‘Pachinko’ opened the window to history, highlighting the competitive edge of Korean storytelling. Korea is undoubtedly a nation of excellent talents. Currently, there’s much discussion about these ‘Korean talents’ in the American market. Now, management must carry this influence forward together.”

Korea is poised to lead and act as a hub in the Asian trend. Even if China pushes with sheer numbers, Korean artists will lead the trend. CEO Lee, who has been observing Asian trends closely, emphasized to American agents that “securing Korean artists means securing Asia.” This pinpoint insight is now expanding into a broader view, making it an opportune time for the relationships within Korean management to shine.

“Studying the systems of agents and management in the U.S., Japan, and China made me realize that the power of Korean businessmen can grow alongside the artists. Not just in simple management but also in how powerful our domestic media and brands are. I hope artists recognize this direction as well. American partners are eager to directly link and conduct business with Korea, which could be another competitive edge. This is the path Korean management must take, and it’s a task at hand. My goal is to form contracts with agents worldwide, allowing us to work with diverse cultures. Following the efforts of senior predecessors, I hope our generation can try it. I wish for artists and management to collaborate with pride.”
 

조연경 엔터뉴스팀 기자 [email protected] (콘텐트비즈니스본부)

Original Article : https://news.jtbc.joins.com/article/article.aspx?news_id=NB12056931