CEO Kwak Young Ho's difficulties of going overseas? We are the only solution (interview)
Jun 14, 2025
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Just B's achievements from Mexico deserved to be called 'miracle'. In just four weeks, the number of Latin American fans surged by about 135,000 (official SNS standards), and set a record of 35,000 spectators for local performances. It seems natural that the attention of K-pop industry officials is focused on Hanteo Global's 'Aga' project, which made this possible.
The project seems to be becoming the only solution for overseas expansion as it has achieved great success by targeting Latin America, which is not easy to target.
I met with Kwak Young-ho, CEO of Hanteo Global, who led the new trend of the K-pop market while planning, materializing, and realizing this project, and Richard Han, CEO of Hanteo Global Latin America, who led the project locally.
It's a question and answer between the two.
- 'AGA Project' Please provide a brief explanation.
"Artist, Global, Accelerating. You can tell just by looking at the acronym, right?(Laughs) There are many artists in the current K-pop market who have enough attractiveness and potential but are struggling to expand overseas. It is a project to select one of these teams to help reinvigorate the stagnant group's profile and secure new growth engines while staying in Mexico for four weeks. This time, the main character was Just B, and it was a big success than expected. Currently, we are choosing the next main character." (CEO Kwak Young-ho of Hanteo Global)
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- I think the core part of the project is
"The K-pop market in Latin America continues to grow. Using Mexico as a strategic base, it aims to break through the entry into Latin America, and through this, securing a new global fan base can be seen as the core of the project. To this end, we wanted to break down cultural barriers and build a friendly image through active convergence and collaboration with local culture in Mexico. It provided opportunities to communicate with local fans, such as Spanish-based content production and school attacks, and practical fandom expansion was achieved. I was also surprised that better-than-expected results were made. I'm sure it will be the only solution for overseas expansion." (CEO Kwak Young-ho of Hanteo Global)
- As you said, JustB is back with a huge success in Mexico, what level is it?
"During the project, JustB's fan cafe membership in Mexico tripled, and official SNS followers rose by about 28%. It can be assessed that it has exceeded its original target of expanding the size of the fandom and settling in the local market by more than 200%." (CEO Kwak Young-ho of Hanteo Global)
"The project was a new challenge for Hantter's Mexico branch and a significant milestone in identifying the potential for K-pop success in the local market and presenting a model for K-pop artists' overseas activities. In particular, it has effectively conveyed JustB's charm through in-depth exchanges with fans beyond simple performances and group promotions, leading to practical fandom expansion."(Representative Richard Hahn of the Central and South America Branch of Hanteo)
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- Representative Richard Han watched the reaction of the site himself, and I wonder what the actual local reaction was.
"It was an explosive level that exceeded expectations. Fans gathered everywhere the members visited to see enthusiastic cheers and support, and voluntary chants and cheering continued on the street. On social media, JustB-related hashtags entered the Mexican trend rankings every week, and viral spread was so active that there were thousands of fan-produced videos of JustB's activities and fan art. I believe it served as an opportunity to clearly demonstrate JustB's potential in the Mexican market." (Representative of Hanteo Latin America Branch, Richard Han)
- How was it possible to break through the daunting Latin American market 'AGA Project'?
"It was thanks to a long-established understanding of the local cultural content market at the Hanteo Mexico branch and extensive network. Recognizing that short-term performances alone were limited in promoting artists, we supported the artist's local settlement through a four-week intensive program, judging that a more continuous and strategic approach was needed." (CEO Kwak Young-ho of Hanteo Global)
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Since 2020, we have systematically accumulated and analyzed the big data of Mexican K-pop fandom, accurately identifying its characteristics and consumption trends. This data-driven approach has optimized artists' localization strategies and enabled more effective marketing and promotion. It has signed more than 15 strategic alliances with major Mexican entertainment officials, media groups, and large distribution channels to provide a bridgehead for artists to enter stably, along with focusing on building trust relationships with promoters and fandom to promote sustainable growth. As a result, this comprehensive approach has become the basis for strengthening the Korean artists' presence in the Mexican market and playing an important role in the spread of K-pop culture." (Representative of Hanteo Latin America Branch, Richard Han)
- Baby Project's success, what does it mean for the K-pop market
" It is relatively easy for artists from large agencies or experienced production companies with sufficient networks or capital to enter the desired place and time. K-pop's presence in the global music market is only a decade old. I think the Aga project is important in that Hanteo Global, which has long set standards in the K-pop market and worked hard for the growth of artists, has set a bridgehead for "everyone's global advancement" beyond the domestic market." (CEO Kwak Young-ho of Hanteo Global)
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- How was this project planned?
"Now K-pop has established itself as a genre within the global music market, and the artist's overseas expansion has become a necessity. From this point of view, we have planned a business model step by step over the past two to three years to help anyone make effective overseas expansion through the Aga project, and chose "JustB" as the first runner at a time when ties with networks in each country were full. I was confident as much as I prepared hard. I think it would have been a little unstable from the agency or artist's point of view. However, Blue Dot CEO Shin Young-kyun and Just B members believed in our Hanteo and the result was a huge success." (CEO Kwak Young-ho of Hanteo Global)
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- I'm also curious about how you feel about completing the project successfully.
"In fact, I am happy to prove the possibility of overseas expansion through the success of this program, and I would like to take this opportunity to express my deep gratitude to Representative Han of Mexico, Hanteo, and many local staff for their hard work together."
"As we continue to advance our global accelerating project model, we will continue to do our best until the day we become the best program that our global fans and artists can be satisfied with."
"Many music industry officials around the world praise the K-pop development system. Now, I am confident that the Aga Project will also be praised as another program that Hanteo Global boasts." (CEO Kwak Young-ho of Hanteo Global)
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- I understand that you're also choosing the next main character. I'm curious about the criteria
"Of course, we want to select artists who have the potential to match the overseas market through the past data but have not yet emerged as indicators. Of course, it would be better if you are an artist who truly aspires to expand overseas and is ready for efforts to communicate with fandom from all over the world. I think the most important thing is the trust between the company and the members. We are looking for a musician who will continue to grow together for at least three years. We ask for your interest and will do our best. Thank you." (CEO Kwak Young-ho of Hanteo Global)
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