Netflix
Managed and coordinated global publicity campaigns for Korean original titles, developing strategic messaging and executing impactful storytelling initiatives across multiple media channels, markets, and events.
Main projects: Squid Game S2 (KR & Awards), Uprising (@Busan International Film Festival), Gyeongseong Creature S2, Next on Netflix
🌍 Global Campaign Strategy & Storytelling
Coordinated global campaigns across press conferences, junkets, screenings, premieres, interviews, festivals, award shows, and influencer campaigns.
Collaborated closely with cross-functional, marcomm teams (marketing, visual comms, content, events, comms) and key external stakeholders (showrunners, talent reps) to align and strengthen narratives.
🎤 Press Junket & Regional Coverage
Led global press junkets with main cast and directors, securing coverage from major international media outlets.
Partnered closely with regional publicity teams to pitch compelling narratives, coordinate interviews, and expand international reach across APAC, UCAN, and LATAM.
👩🏻💻 TEAM
Publicity, Public Relations / Marketing at Netflix Korea
📝 ROLE
Publicity Coordinator
Squid Game S2
Collaborated cross-functionally with Korea and global teams on the Season 2 campaign for one of Netflix’s most iconic titles, focusing on the Korea campaign. Since its release, Season 2 has ranked #2 on the Top 10 Most Popular Non-English Shows, trailing only Squid Game Season 1.
Prepared Korean press releases for key marcomm beats, hosted a main cast junket with Korean media, and organized milestone events — including the world premiere in Seoul. Managed a multi-day influencer campaign during the premiere by coordinating 30 influencers and liaising with platform reps.
Coverage: TUDUM Squid Game Takes Over Seoul for the Season 2 Premiere
Partnered with the UCAN team to plan and arrange ATL talent (cast, director, producer, entourage) schedules for junkets and media appearances during US promotions in Los Angeles and New York ahead of the release
Media appearances: Hot Ones Versus, The Tonight Show Starring Jimmy Fallon, The Kelly Clarkson Show
Coordinated travel arrangements — from booking to processing billings — for talent attending international award shows, such as the 2025 Golden Globes, while maintaining close communication with the Awards, Travel, Security, and HMU teams.
Uprising
Spearheaded publicity efforts for Uprising by crafting a PR strategy aligned with its historic selection as the first-ever streaming title to open the Busan International Film Festival (BIFF). Built momentum leading to the festival premiere and maintained post-festival hype for the film's release. Collaborated cross-functionally on the production of various marcomm beats (glam shoots, commentary videos), organizing and hosting PR events — including the press conference and a special GV (talk with audience) — and securing global media coverage.
Managed global publicity material export, writing and translating Korean press materials into English, distributing them to regional publicity teams, and ensuring timely publication on the Netflix Newsroom in alignment with key marcomm beats. These efforts helped drive international media coverage, contributing to the film’s four-week run in the Global Top 10 (Non-English) and securing Top 10 in 74 countries.
Netflix Newsroom: ‘Uprising’ Trailer Explores Gripping Tale of Friendship, Betrayal in War-Torn Old Korea
Uprising @ BIFF
Coordinated a press junket with the main cast and director, securing coverage from major global outlets, including Variety, Bloomberg, TIME, Deadline, and SCMP, while collaborating with cross-functional teams to maximize international reach.
Coverage: TIME The Real History Behind Netflix’s Korean War Epic Uprising
Coverage: Deadline ‘Uprising’ Actors Gang Dong-Won & Park Jeong-Min Talk Dream Collaborations, Working Off Park Chan-Wook’s Script
Coverage: Forbes Director Kim Sang-Man Delivers A Gripping War Story In ‘Uprising’
Coverage: TUDUM Uprising Ending Explained: Who Wins the Final Sword Fight?
Executed multiple high-profile, Netflix-owned events that strengthened Netflix’s presence at BIFF through strategic cross-functional collaboration with internal and external teams (Events, Visual Comms, Social Marketing, Comms, PR agencies):
Pre-reception – Generated 12M+ social impressions across Instagram, TikTok, and X, driving online engagement.
Sarangbang – Hosted a Netflix-branded pop-up café that welcomed 1,800+ press, talent, and industry professionals over four days, fostering networking and brand visibility.
Next on Netflix: 2025 Korean Films – Handled the export and publication of press materials for Netflix’s first-ever standalone slate event during BIFF, featuring seven creators and a Netflix content executive to introduce the upcoming Korean film slate. The event was attended by 97 Korean and international press outlets, reinforcing industry anticipation for Netflix’s 2025 lineup.
Netflix Newsroom: What’s Next for Korean Films? Netflix Unveils Preview of 2025 Slate at BIFF
Coverage: Deadline Netflix Unveils 2025 Korean Film Slate, Including ‘Revelations’ & ‘The Great Flood’
Uprising - Press Conference
Uprising - BIFF Premiere Opening Ceremony
Netflix Sarangbang (Pop-up Cafe) @ BIFF
Next on Netflix 2025 Korean Films - Showcase
Next on Netflix 2025 Korean Films - Press Release
Gyeongseong Creature S2
Crafted a publicity strategy for Season 2 mainly based on recognizing the need to reposition the narrative and overcome negative perceptions from Season 1 — executed targeted press screenings, message workshops with showrunners, and strategic mingling sessions with press that successfully turned the tides on media and audience sentiment. The efforts contributed to the series’ climb to #2 on Netflix’s Global Top 10 TV (Non-English) list within three days of release.
Managed global publicity materials by translating Korean press content into English, distributing them to regional teams, and coordinating timely publications on the Netflix Newsroom in line with key marcomm beats. Wrote press notes for global media and hosted the press conference with both in-person and virtual media in attendance. Collaborated with Netflix's regional publicity teams and external agencies to ensure a cohesive and impactful global media presence, driving consistent messaging across diverse markets.
Netflix Newsroom: ‘Trailer for ‘Gyeongseong Creature’ Season 2 Brings the Battle of Karma to Modern-Day Seoul Ahead of September 27 Launch
Coordinated and led a global junket with the main cast and creator, managing 26 press outlets across APAC, UCAN, and LATAM regions. Collaborated closely with regional publicity teams and the pan-regional communications team to secure media coverage, pitch compelling narratives, and arrange interviews.
Coverage: TIME How Gyeongseong Creature‘s Time-Jumping Twist Makes Season 2 Better
Coverage: FORBES The Stars Of ‘Gyeongsang Creature’ Were Surprised By The 2nd Season
Coverage: Marie Claire A Complete Break Down of the Ending of 'Gyeongseong Creature' Season 2
Press Conference
Glam Shoot
Glam Shoot