Influencers embrace Korean student life with a side of social media

As Korea continues to grow as an international student hub, student social media influencers are gaining in popularity and their voices are being heard on platforms such as Instagram, YouTube and TikTok.

As Korea continues to grow as an international student hub, student social media influencers are gaining in popularity. From left are Devana, a 25-year-old from the Netherlands who recently graduated from Korea University in Seoul with a master's in international cooperation and development; Shivani Singh, a 24-year-old from India who studies Korean literature at Ewha Womans University in Seoul; and Amira Samy, 24, an Egyptian student who attends Kongju National University in Gongju, South Chungcheong. [DEVANA, SHIVANI SHINGH, AMIRA SAMY]

As Korea continues to grow as an international student hub, student social media influencers are gaining in popularity and their voices are being heard on platforms such as Instagram, YouTube and TikTok.

These student influencers come from a range of cultural backgrounds and use their online presence to share their unique perspective on and experiences of life in Korea. With thousands of followers and millions of views, these budding influencers are attracting attention from Korean media and brands, helping to shape the image of Korea as a multicultural and welcoming country for young people around the world.

The Korea JoongAng Daily recently sat down with three international students who have gained a significant following on Instagram, shedding light on the life of students combining their pursuit of higher education with their work as an influencer in Korea.

Devana, a 25-year-old from the Netherlands who recently graduated from Korea University in Seoul with a master's in international cooperation and development, makes content about Korea’s vibrant cafe culture under the username @dear.devana for her nearly 5,000 followers. She requested not to reveal her last name for this article.

Shivani Singh from India, also known as @sanjh_singh_rajput on Instagram, is a 24-year-old Korean literature student at Ewha Womans University in Seoul. A content creator who is passionate about Korean lifestyle and culture, she moved to Korea in 2020 and actively produces and shares her experiences on YouTube and Instagram with more than 74,700 followers.

Amira Samy, 24, is an Egyptian student who attends Kongju National University in Gongju, South Chungcheong, and shares interesting facts about Korean culture and food. This master’s student from the department of visual studies creates content on Korean culture under the name @amirasamy998 for more than 25,800 followers.

The following are excerpts from the interview.

Q. What motivated you to become a social media influencer while studying at a Korean university?

A. Devana: I started social media with the intent to let my friends back home know about my life here in Korea. I used it as a diary to stay in touch with the people back home. After a while, other people that I didn’t know also started showing interest in my posts. So, I started posting about pretty locations and cafes in Korea that give them some insights and fun ideas when visiting Korea.

Singh: I'm from a tiny village in India where many people are not aware of opportunities outside. I received a scholarship to study in Korea, which was a great accomplishment for me. So, I decided to make the content of opportunities in Korea to inspire others.

Devana [DEVANA]

Samy: Upon arriving in Korea, I experienced a sense of loneliness that is commonly felt by students who find themselves in a new and unfamiliar environment. I had many significant moments that I longed to share with others, but unfortunately, I lacked friends in Korea. Consequently, my studies became a source of overwhelming stress, prompting me to seek out a new beginning.

What kind of content do you typically create and how do you decide what to post?

Devana: My social media content mainly focuses on lifestyle, cafes and travel. I enjoy visiting unique and interesting cafes, and Korea has an amazing cafe culture that I love to share with my audience. Travel is also a big part of my content, where I share insights on various destinations and document my daily experiences in Korea.

Singh: I create vlogs that depict my lifestyle in Korea, and my content is largely spontaneous, stemming from my personal inspirations and emotions. I do not adhere to a strict format or predetermined script but rather share whatever I feel compelled to express through my videos.

Samy: My typical content topics involve blending everyday routines with cultural insights, highlighting the disparities between Egyptian and Korean cultures. Additionally, I explore food recipes and their significance. I typically post in a sporadic manner, selecting topics that intrigue me at the moment.

What is your most-viewed content on Instagram and what is it about?

Devana: My most viewed content is a short video reel. I just put together a recollection of some videos I’ve made during early fall in Korea visiting some exciting cafes.

Singh: My popular video on Instagram which had the most views is the one titled “5 things you must know before moving to Korea.” I believe this video gave my followers an insight into what to expect and prepare before visiting Korea.

Samy: My most watched content on Instagram is a short skit video, where I acted like a historical drama female character wearing a hanbok [traditional Korean attire]. I have decided to capture this video as I enjoy watching historical Korean dramas.

How have you leveraged your status as an international student to collaborate with Korean businesses and organizations and what kind of opportunities have you had?

Devana: Being a student hasn't had a significant impact on my collaborations with Korean businesses or organizations, but being a foreigner living in Korea has. As a result of my interest in Korea and international following, Korean brands seeking to expand to other countries or travel organizations trying to attract visitors to Korea have found me valuable. Social media has provided me with opportunities to travel to various cities and provinces in Korea.

Samy: I have had several opportunities to collaborate with various Korean organizations, including the Korean Arab Society and Korea Tourism Organization [KTO]. Recently, I had the privilege of meeting the Egyptian ambassador in Korea.

What kind of brands and organizations have you worked with and what kind of content have you created for them?

Devana: My collaborations have primarily been with Korean skincare companies such as Wishtrend, Haru Haru Wonder, and Melimixer, as well as Korean organizations like KTO and the Ministry of Foreign Affairs. With skincare companies, I select products that interest me, test them and share my thoughts with my audience. As for the organizations, I have traveled across the country from Busan to Jeonju to Suwon [in Gyeonggi], highlighting beautiful locations and cultural events for my audience.

Samy [AMIRA SAMY]

Singh: I collaborated with the Korea Tourism Organization to create promotional videos showcasing tourist destinations in Korea. Additionally, I partnered with several Korean beauty companies to promote Korean skincare products, which are highly sought after in the cosmetic market.

How do you balance your academic work with your responsibilities as a social media influencer and what strategies have you found to be effective in managing your time?

Singh: As a lifestyle blogger and master’s student, I juggle academic life and social media. While it can be overwhelming, I prioritize being authentic in my content. Time management is crucial for video editing, which I have learned over time.

Samy: Initially, I had difficulty managing my time until I started journaling every morning. I begin by noting down what I am grateful for, followed by creating a weekly to-do list of what I want to achieve. Then, every day, I write down specific tasks that need to be accomplished by the end of the day. This practice helps me organize my thoughts, gain clarity on my priorities and focus on areas where I need improvement”

What are some of the perks and drawbacks of being a social media influencer while studying at a Korean university?

Devana: As an influencer, the perks include traveling, receiving free Korean products, and meeting people from around the world who share the same passion. It broadens one's understanding of Korean culture and allows for the opportunity to work with Korean brands and develop negotiating skills. However, creating and editing content can be time-consuming and take away from academic studies.

Singh: Being an influencer allows me to connect with people from around the world and learn about different cultures. It's also fun and offers some perks such as traveling, trying new products and working with brands. However, the downside could be social media criticism. When you receive criticism or negative comments on social media, you may begin to feel anxious, depressed, or even hopeless. These negative emotions can make it difficult to focus on your academic work or even attend class. Additionally, social media criticism can also affect your self-esteem and confidence, leading to feelings of inadequacy and self-doubt.

How has being a social media influencer impacted your personal and professional growth, and what skills have you developed as a result?

Devana: Being an influencer has helped me to grow more confident and open to meeting new people. On the professional side, I have learned about marketing, negotiating and content creation, which can be helpful for my future career. It has also taught me photography and using editing programs for photos and videos.

Samy: Being an influencer has helped me realize my self-worth and potential, and improved my communication skills in interacting with others and setting personal boundaries. Through meeting new people, I have become more open-minded and aware of diverse perspectives.

Singh [SHIVANI SINGH]

How do you plan to use your social media presence and influence after you graduate from your university?

Devana: I plan to continue using social media as a fun side job while I search for a job in Korea and live here for a few more years. My focus will remain on lifestyle, cafes and travel content. Additionally, I hope to share insights about what it's like working in Korea as a young professional.

Singh: My goal is to educate and inspire people about the importance of higher education, how it can help individuals grow and achieve their goals

Samy: Even after graduating, I plan to stay in Korea and continue sharing about Korean lifestyle, culture, food, and advice on living in Korea.

What advice would you give to other international students who are interested in becoming social media influencers in Korea, and how can they best leverage their status as international students to build their online presence?

Devana: The best advice is to start posting and not worry about being perfect or what others might think. Learn as you go and share your experiences of Korea. Content surrounding Korean universities is popular, and as an international student, you can provide helpful tips and insights into student life in Korea.

Samy: To become a successful influencer as an international student, my advice is to watch various content for inspiration and then create unique content that showcases your personality and interests. Avoid copying others and always be true to yourself. Don't try too hard to please everyone, and focus on what you enjoy. Consistent posting and engagement with your followers through reels and stories are essential to building trust and loyalty. When starting, post frequently, interact more with your followers, and keep them updated.

BY STUDENT REPORTER ABDUL SAMEED ABDULWAHAB [kjd.kcampus@joongang.co.kr]