M25 founder and K-Box owner Chloe Ko talks up the global rise of the Korean market
M25 is the recently launched and growing Asia production representation network that now includes production, post production, music, entertainment and tech companies. Chloe Ko is one of the founders of M25 and here she explains why they are quickly becoming the international ‘go-to’ company to navigate the complexities of the expansive and culturally unique Korean market.
An important area of m25’s offering is Korean co-founder Chloe Ko and her expertise, experience and knowledge of the Korean market. A big part of the mantra of M25 is to support Korean companies and brands looking to work in APAC and also APAC agencies and brands wanting to tap into the Korean market and K-Pop industry to work with Korean celebrities and brands.
Educated in the Korea, Canada and the UK, Ko began agency side as a copywriter, before moving onto the role of international executive producer with major agencies and brands, this included TBWA Korea, Innocean and MAL. Her career continued in Hong Kong as a producer helping global clients shoot in Korea and Korean agencies shoot in China/HK through her own K-Box Studio.
“Having a strong network of connections in Korea and the region, plus being open-minded, has helped me understand my clients better,” said Ko.
“I have worked with Korean celebrities for many years, while making strong connections with Korean entertainment companies such as YG, OA entertainment, Fantagio, Gold medalist. I have also helped many big global brands to collaborate with Korean celebrities on projects including, Oreo x BlackPink, Ricola x Cha Eun Woo, TrueID/TrueX/TrueMoney x Lisa (CP group Thailand).”
Now based between Seoul and Hong Kong, through m25 and K-Box, Ko is now connecting many global brands to partner with Korean celebrities and directors while working closely with celebrities to make the production process smoother and faster, from signing the talent agreement through to finishing the post production.
“A big part of my role involves bridging cultural and production divides. As I need to navigate cultural differences between foreign clients and Korean production teams. Liaising and translating needs and expectations across borders which I find really interesting as I experience so many different styles of working.
“My role as line producer along with my team extends to help manage celebrity selection, director assignment, and production logistics, including client and celebrity communication, talent fees, and post-production approval. We also assist in managing various events and fan meets connected to the campaign if its a celebrity endorsement.
Ko said she has been lucky to work with many Korean celebrities including Blackpink, Lisa, Kim Soo Hyun, Cha Eun Woo – pairing them with regional and global brands.
“Initially, we research and check suitability for the listed potential celebrities and then negotiate with their management company in getting celebrity approval on the storyboard which is always a balance between client expectations and talent management.
“Discussing with the celebrity where to shoot and with which director and on what storyboard is also very important part of our work. There are many detailed terms all parties agreed on and are negotiated for one goal.
It is really important how carefully and reasonably translated their language is when negotiating with each other whilst understanding their different cultural and career backgrounds.
“Having worked for the agency side, client side and management side for many years I’ve learned these skills. And from talent research to final delivery, I am there to assist, support the client, agency and the celebrities.
