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Cheil to partner K-pop star at Cannes Lions

The seminar will be on the ‘Korean wave through digital wave’. This will be the fifth consecutive year that Cheil will be holding a seminar at Cannes

BestMediaInfo Bureau | Delhi | April 5, 2012

Cheil Worldwide has teamed up with one of the K-pop stars to speak at a seminar at the Cannes Lions International Festival of Creativity. Cheil will speak about ‘Korean wave through digital wave’; how K-pop is taking over the world through digital and social media; and what it means for advertising. The topic comes from the K-pop (Korean pop) phenomenon being at the forefront of the Korean wave, the global spread of Korean culture.

It is nothing new that K-pop is increasingly popular in many parts of the world. But it’s neither attributed to huge marketing spend nor to the interest in Korean culture. The single most decisive factor is the digital environment, which enables K-pop fans to circulate their favourite contents dynamically and trans-culturally.

SJ Kimm, Regional President of Cheil Worldwide Southeast Asia, will address how K-pop presents a new potential for global contents marketing. “K-pop has already established itself as one of the most sought-after marketing properties in Asia. The implication for the rest of the world is that it will provide marketers with a unique and differentiated marketing platform,” said Kimm.

The seminar will also feature 2NE1, a four-member group, who will tell their own story about how they have emerged on the global stage with the help of digital media.

This is the fifth year in a row that Cheil will speak at Cannes Lions. The seminar will take place at the Palais des Festival, Cannes, on June 18.

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