Title Campaigns @ Netflix

Netflix, Seoul, Korea
TEAM Publicity, PR/Marketing
YEAR Feb 2024 - Feb 2025

Bringing uniquely Korean stories to the global audience...

Supported global publicity campaigns for major Koraen titles, developing strategic messaging and executing impactful storytelling initiatives across multiple media channels, markets, and events, contributing to their Netflix Top 10 debuts. Main projects: Squid Game S2 (KR & Awards), Uprising (@Busan International Film Festival), Gyeongseong Creature S2.

Planned and executed press events for promotional campaigns, including press conferences, screenings, interviews, festivals, award shows, and influencer campaigns. Led export press initiatives, hosting global media junkets and managing English-language press materials to maximize coverage across international markets.

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.

Coverage

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.

Uprising

Led publicity efforts for Uprising, the first-ever streaming title to open the Busan International Film Festival (BIFF), crafting a PR strategy to maximize its historic moment. Built momentum around the festival premiere and sustained post-festival buzz through PR events (press conference, conversation with the cast and Director Park Chan-wook), global media coverage, and marcomm content (glam shoots, commentary videos). Managed global publicity materials, writing and translating Korean press materials into English and ensuring timely distribution. These efforts contributed to the film’s four-week run in the Global Top 10 (Non-English) and Top 10 rankings in 74 countries.

Uprising @Busan International Film Festival (BIFF)

Coordinated press events at the festival and led a global 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.

The cast of Uprising at the BIFF Opening Ceremony

Netflix Newsroom: ‘Uprising’ Trailer Explores Gripping Tale of Friendship, Betrayal in War-Torn Old Korea
TIME coverage
Forbes coverage
Deadline coverage

Netflix Events @Busan International Film Festival (BIFF)

Planned and executed multiple high-profile, Netflix-owned events at BIFF, strengthening the brand’s presence through strategic cross-functional collaboration with internal teams (Events, Visual Comms, Social Marketing, Comms) and external PR agencies. The campaign generated 12M+ social impressions across all BIFF-related assets, driving fan conversation and engagement across Netflix-owned social channels.

1. Pre-reception – An exclusive, invite-only event at BIFF designed to strengthen relationships with talent and key stakeholders in a modern, intimate setting. With 85 guests attending the cocktail hour, the event celebrated ongoing and upcoming collaborations while amplifying Netflix’s on-site presence and social visibility through branded content.

2. Sarangbang – Hosted a Netflix-branded pop-up café that welcomed 1,800+ press, talent, fans, and industry professionals over four days, fostering networking and brand visibility during the festival. Welcomed visiting journalists while supporting on-site brand consistency by reviewing and approving visual assets displayed throughout the space.

Sarangbang Café Entrance

Sarangbang with Netflix branding — a space for industry guests to mingle and for fans to leave messages and engage with the brand

Sarangbang with Netflix and film branding — spotlighting Netflix’s invited titles at the festival

Official media invitation

3. Next on Netflix: 2025 Korean Films – Hosted Netflix’s first-ever standalone slate event at BIFF, featuring creators behind the upcoming Korean film lineup. Attended by 97 Korean and international press outlets, the event helped build strong industry anticipation for Netflix’s 2025 slate. I managed ex-Korea publicity, overseeing the English press materials for the event and featured titles.

Next on Netflix: 2025 Korean Films event featuring a Netflix content executive and seven creators of the upcoming films

Official media invitation

Netflix Newsroom What’s Next for Korean Films? Netflix Unveils Preview of 2025 Slate at BIFF

Deadline coverage