SLL JoongAng presents content production, marketing strategies at ACFM

SLL JoongAng participated in the Asian Contents & Film Market 2023 (ACFM) as part of the 28th Busan International Film Festival (BIFF) and presented a content production and global marketing strategy for the Korean, Japanese and American markets.

Attendees at the Asian Contents & Film Market 2023, including SLL JoongAng CEO Jung Kyung-moon, pose for a photo at the Busan Exhibition and Convention Center in Busan on Monday. [SLL JOONGANG]

SLL JoongAng participated in the Asian Contents & Film Market 2023 (ACFM) as part of the 28th Busan International Film Festival (BIFF) and presented a content production and global marketing strategy for the Korean, Japanese and American markets.

SLL JoongAng, formerly named JTBC Studios and Studio LuluLala, announced a localization strategy for Korean content to succeed in overseas markets, with SLL JoongAng CEO Jung Kyung-moon speaking at the ACFM held at the Busan Exhibition and Convention Center on Monday.

“Entering the Japanese and U.S. markets means that we will go beyond simply having Korean and Japanese actors appearing in works together — we will create a new business structure for making global hits,” Jung said during the ACFM session Monday. “Because Japan's market has a short production period and low costs, much like the production environment of Korea in the past, a Korean-style business is possible.”

The ACFM, held in conjunction with the BIFF every year, is a comprehensive content market where intellectual property for film including movies and TV shows is traded.

Anthology Studios, under SLL JoongAng, introduced director Anthony Shim’s “Riceboy Sleeps” (2022) and director Kim Jee-woon’s untitled upcoming film, while wiip, a global label under SLL JoongAng, announced a new television series called “D-1.” SLL JoongAng is also producing and preparing for the release of various works in Britain and Mexico.

A view of the Asian Contents & Film Market 2023 held at the Busan Exhibition and Convention Center in Busan on Monday. [SONG BONG-GEUN]

“The world is aware of the originality of Korean content,” David Flynn, head of global drama at wiip, said. “The way Korean works visually tell stories when met with different genres is truly amazing. They tell stories in a wide spectrum.”

“Now, Korean producers are not just making Korean works but they are also doing many overseas co-productions,” Song Sun-ho, producer at Anthology Studios, said. “Entering the overseas market is not a choice but something that must be done.”

SLL JoongAng houses 15 different multimedia, television and film production studios, including Drama House Studio and B.A. Entertainment. Studios under SLL have been behind a number of hit dramas and films such as "My Liberation Notes" (2022), "Reborn Rich" (2022) and "The Good Bad Mother" (2023). SLL JoongAng currently has 209 creators and 383 cumulative titles under its name.

BY LIM JEONG-WON [lim.jeongwon@joongang.co.kr]