Jennifer Jones

BTS × Ben & Jerry’s: Reimagining Sponsorship as a Global Fan Experience

Experiential Campaign Concept & Entertainment Partnership Strategy: A speculative global tour partnership concept exploring how a brand collaboration can become part of the emotional world of an artist and their fans.

Campaign Narrative Strategy: How One Idea Can Shape an Entire Launch

What if the most powerful marketing moment is the one left unsaid? This concept explores how ILLIT’s MAMIHLAPINATAPAI could translate into social-first storytelling built on tension, emotion, and recognition.

Some campaigns don’t speak loudly—they linger.

Global Tour Announcement & PR Campaign

LE SSERAFIM have announced PUREFLOW, their second world tour. The 33-date run opens at Inspire Arena in Incheon on 11 July 2026 and closes in Manila on 6 December, spanning South Korea, Japan, North America, Europe, and Southeast Asia.

Lotus Lantern Festival (Yeondeunghoe) — Press Announcement

The Korean Cultural Heritage Foundation announces the return of Yeondeunghoe, the Lotus Lantern Festival, to central Seoul this May. Recognised by UNESCO as an Intangible Cultural Heritage of Humanity, the festival has continued unbroken for over a thousand years

Cultural Feature & Entertainment Industry Storytelling How K-Entertainment Took Over Global Culture - And Why It Works

From Squid Game to Arirang, Korean storytelling isn’t just crossing borders — it’s rewriting them. Many experience this: you start a Korean drama just out of curiosity, and three hours later, you’re unexpectedly invested — devastated, even. You didn’t expect to feel so much. Yet, you do.

Jeju Island: Where Volcano, Sea, and Everyday Life Shape a Culture

Mount Hallasan defines Jeju Island. It is South Korea’s tallest peak, a broad, dormant shield volcano built through repeated eruptions. It sits at the island’s centre, and the geology sets the terms for everything around it.

How RM Redefined What It Means to Be a K-Pop Leader

Kim Namjoon (RM) is a South Korean rapper and songwriter best known as the leader of BTS. His thoughtful lyrics and intellectually curious approach to music have made him one of the most influential artists in today’s K-pop scene.