What Does Seoul Mean to You? 2025-2026 Case Study

One question, two campaign seasons, and a growing collection of perspectives on Seoul.

In 2025, the What Does Seoul Mean to You? campaign invited creators to interpret Seoul through their own experiences, memories, and emotions. Rather than presenting the city through a single message, the campaign opened space for many local voices, languages, and storytelling styles.

Overall 2025 program results

• 20 creator teams
• 29 pieces of content
• 388,939 views
• 19,785 likes

These figures represent the overall program results recorded in the campaign report. Within this broader initiative, VINA Global Media was responsible for international creator execution in Vietnam and Thailand.

VINA Global Media’s international execution

In August 2025, VGM selected, booked, and coordinated nine creators: five in Vietnam and four in Thailand. The creators published nine TikTok videos, generating a combined 232,472 views at the time of reporting.

• Vietnam: 201,919 views
• Thailand: 30,553 views
• Combined listed Instagram and TikTok audience footprint: approximately 15.7 million followers

The audience footprint is the sum of publicly listed follower counts across participating accounts at the time of reporting. It does not represent actual reach and may include audience overlap between platforms.

More than creator booking

VINA Global Media managed the full international creator execution process, including:

• Creator selection based on market relevance and campaign direction
• Booking and timeline coordination
• Content guidance and proposal or script review
• Draft management and revision feedback
• Final approval, post monitoring, and reporting

The strength of a multi-market creator campaign does not come from asking every creator to repeat the same script. The campaign message needs consistency, while the storytelling must remain flexible enough for creators to speak naturally and connect with their local communities.

“What Does Seoul Mean to You?” continues in 2026

In 2026, VINA Global Media is honored to continue working with Global Creative Force for the next season of What Does Seoul Mean to You?.

This year’s campaign expands to 24 creator teams: 14 teams based in South Korea and 10 international creator teams. VGM continues to lead the international component, enabling creators to express their experiences, memories, interests, and emotions about Seoul in local languages and on the platforms most relevant to their communities.

The question remains the same: What Does Seoul Mean to You?

But the voices, perspectives, and stories in 2026 will be entirely new. With a surprising new creator lineup gradually being revealed, this season promises an even more diverse, personal, and emotionally resonant portrait of Seoul.

Same question. New voices. Seoul, seen differently.

Three lessons for cross-border creator marketing

1. One regional strategy needs multiple local narratives. Creators should not be reduced to reading a brand script.
2. Operational discipline protects consistency. Proposal, script, draft, and scheduling reviews keep multiple markets aligned.
3. Audience size, views, and business outcomes are different metrics. Each answers a different question and should not be used interchangeably.

VINA Global Media provides international KOL and creator booking, international media services across Asia, and market-entry consulting for companies entering Vietnam.