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Horim Seong, Creative Director, Publicis Groupe Korea
Banheesoo
“The K-pop YouTube channel Banheesoo is a big deal in Korea, and it is also a very new way of K-pop fandom marketing. A person named Ban Hee Soo appears as the sixth member of K-pop group NewJeans in their Ditto music video, sparking fans’ curiosity instantly and spawning numerous interpretations of who she is. In response, NewJeans created a channel called Banheesoo, making it possible for fans to continue their interest and interpretation. The reason I love this idea is because most branded content is one-sided, but it was really refreshing how they’ve grown their fandom by using a platform tailored to their users’ needs.”
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