Mexico Branch CEO Richard Han Justby's local reaction is explosive.. Over 200% (interview)
Jun 21, 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.
Latin America is a market with huge potential and serves as a bridgehead for North America's advancement, so it is called the 'land of opportunity' in the K-pop industry. However, it is a place where it is difficult to advance due to geographical and linguistic issues. Hanteo Global has a Latin American branch (CEO Richard Han) in Mexico and Chile, and is closely communicating and cooperating with governments and related organizations, so it can provide the best solution.
I met with Richard Han, CEO of Hanteo Global Mexico, who oversaw the site. I have a question-and-answer session with him.
- JustB has returned home after a successful Mexican activity with 'The Baby Project'. As a representative of the field, please evaluate this project on your own.
"JustB's "Hantagar Project" ended with better-than-expected success. This project was a significant milestone in confirming the potential of the local market to the Hanteo Mexico branch 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. Figures also proved successful, with JustB's fan cafe membership in Mexico tripling during the project and official SNS followers rising about 28%. "We can rate that we have exceeded our original target of expanding our fandom size and our local market presence by more than 200%."
- You watched the reaction from the site yourself, and I wonder what the local reaction was towards JustB.
"The response to JustB, which we saw in person locally, was explosive, exceeding expectations. Fans gathered everywhere the members visited, cheering and cheering enthusiastically, and voluntary chants and cheering continued on the streets. 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. Such a hot response has certainly proved JustB's potential in the Mexican market."
- The most memorable moment is
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"Hanteo Mexico has planned to unleash the capabilities of artists. There are a few memorable moments, and to pick about three, first of all, it's the professional baseball pitching scene of member Siwoo. JustB's Siwoo, who dreamed of becoming a baseball player as a child, realized his long dream by taking the official first pitch in a Mexican professional baseball game. Working with a local professional baseball team, we invited the ONLY B fandom for free, and as a result, more than 2,000 fans filled the stadium, and during a short concert in the middle of the game, Just B performed an intense stage, drawing a heated response."
"These moments have been important experiences beyond just performances to realize the dream of becoming an artist and build a strong bond with fans. We will continue to create more meaningful moments through projects that combine K-pop, sports and cultural exchanges."
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"Secondly, JustB's surprise concert at Mexican universities made a big splash in the region and became an important opportunity for the formation of a new fandom. More than 500 students from each school participated and experienced the charm of K-POP firsthand, which allowed JUSTB to communicate with a new local fan base."
"The news of the university's more than 300% increase in inquiries to join the K-pop club after the event has become a significant indicator of the positive impact JUSTB has had on the community. Beyond just publicity, this event was a moment to lay an important foundation for the spread of K-pop culture and continuous exchanges with local fans."
"Lastly, it's Baein's Coming Out and Donation Event. The news of K-pop idol Baein's coming out resonated with about 2.5 million LGBT members in Mexico, creating a socially meaningful topic. During the performance, JustB held a meaningful event to donate a certain amount of money to LGBT youth LGBT rights protection organizations for a year, and delivered a message in support of diversity and equality through an official donation certificate. The event was recorded as a significant moment to connect deeply with the community beyond just support and as an example of global artists driving real change."
"As an example of K-pop artists leveraging their cultural influence on the global stage to drive real change, it is the most memorable project because it is a meaningful project that delivered a touching and positive message to many people."
- I understand that JustB has done various activities locally. What role does the governor of Mexico play in the region
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"Hanther Mexico Branch provided comprehensive and strategic support for JustB's local activities in Mexico in this project. Collaborating with major local broadcasters and online media, we have supported JustB's activities to be reported to more than 50 local media, and we have increased the number of local YouTube channel subscribers by 70% compared to the start of the project."
"In addition, we have successfully planned and executed more than 10 customized fan events considering the characteristics of Mexican fans, expanding our contact with local fans as much as possible. As such, the governor of Mexico, Hanteo, has gone beyond mere administrative support to lead JustB's successful fandom spread as a key partner in its localization strategy. Beyond simply planning and conducting performances, we have helped JustB successfully settle in the Mexican market by leveraging its overall local network, including local promotions, media recruitment, content production support, and establishment of communication channels with local fans."
- I'm sure you've felt a lot while working on the project with JustB for 4 weeks
"During my four-week project with JustB, I once again realized how important a data-driven localization strategy is to spread fandom. It was effective to closely analyze Mexican fans' K-pop consumption patterns, preferred content types, and social media usage behaviors and reflect them in their activity plans. At the same time, I deeply felt the importance of communicating with local fans. Beyond just performances, I've experienced how much synergy the effort to show the artist's true self, respect the local culture and communicate with them."
- You are greatly helping to introduce Korean artists to Mexico and pioneer the market, and how the foundation was laid.
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"The foundation for successful introduction and pioneering of Korean artists to the Mexican market is due to the long-established understanding of the local cultural content market and extensive network of Hantter Mexico. Recognizing that K-pop groups with sufficient capabilities but less than 1000 recognition were limited in promoting artists only with short-term performances, we supported the artist's local settlement through a four-week intensive program based on the need for a more continuous and strategic approach."
"Especially paying attention to the growth of Mexican K-pop fandom, we have been systematically accumulating and analyzing big data since 2020, accurately grasping the characteristics and consumption trends of fandom. This data-driven approach has optimized artists' localization strategies and enabled more effective marketing and promotion."
"In addition, we have 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 reliably. At the same time, we focused on building trust relationships with promoters and fandom to promote sustainable growth. As a result, this comprehensive approach has strengthened the position of Korean artists in the Mexican market and served as the foundation for their critical role in the spread of K-pop culture."
- The satisfaction of the artists who came back from their activities was very high. What do you care about the most about the artist's activities in Mexico
"The most important factors in the artist's local activities in Mexico are safety, health, and sincere communication with fans. In preparation for Mexico's high elevation and climate change, we have established a cooperative system with professional medical staff to help artists adapt quickly. We also provided Korean food and Korean snacks to help you stay in your best condition."
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"Professional interpreters have been deployed at all times to facilitate communication with fans. We have provided artists with basic Spanish conversation training, enabling more intimate interactions with local fans."
"We have created an optimal environment for artists to focus solely on their activities, thoroughly preparing for the various situations that may occur locally. We have provided comfortable and safe accommodation and means of transportation so that the schedule can proceed without any inconvenience. Thanks to this systematic preparation, the local satisfaction of JustB members was quite high.On the other hand, it is the result of doing our best to ensure that artists respect the local culture and actively communicate with their fans."
- If there's anything you want to say to the artist you're working on the next project
"Hanteo Mexico has a systematic support system in place to help artists focus solely on their local activities. We help you produce the best results through professional data analysis and strategic local support, and we will spare no effort to help artists operate in a stable environment. We plan to do our best to ensure that Mexican activities are recorded as another success story in K-pop history. The Aga project in Mexico will not be just a public relations project, but a special experience of having a genuine connection with fans."
"What I want to say to the artist in advance is that Mexican fans are deeply moved and enthusiastically responsive to your small efforts, as much as they are sincere to the artist. I hope you will fully feel the energy of your fans through the baby project and put that energy into the stage and communication. If there are things an artist should consider for a successful career in Mexico, an open mind and an active attitude are paramount. Mexico is a place where the passion for K-pop is very hot, and fans are deeply moved by the artist's sincere appearance. Respecting the local culture, actively communicating with fans, and enjoying new experiences will certainly create an unforgettable moment. "
joonamana@sportschosun.com
