Billboard Korea’s CEO Yuna Kim on Embracing Strong Female Leadership In Korea

Billboard Korea’s CEO Yuna Kim spoke with Billboard Japan for its Women in Music interview series featuring trailblazing female players in the country’s music industry. Billboard Japan launched its WIM initiative in 2022 in the same spirit as the established example of Billboard’s event that began in 2007, honoring artists, producers and executives who have made significant contributions to the music industry and empowered women through their work, the highest accolade being Woman of the Year.

Kim is the CEO of Billboard Korea, which joined Billboard’s international editions in June 2024. Reflecting on her career and the Global Women Leader Forum she launched in 2022 to empower Korean businesswomen, Kim spoke candidly about the challenges and issues surrounding female artists in Korea and the need for independent female leaders.

We’d love to hear about how you started your career and became the CEO of Billboard Korea.

I started my own business in Shanghai 15 years ago. I had an entertainment company called GMI Entertainment and brought many K-pop stars, Korean actors, and celebrities to China to make TV programs, dramas and movies. I then moved to South Korea in 2016 and joined a big company Shinsegae Group, where I was head of global marketing. I then signed a licensing agreement with Penske Media Corporation, which owns WWD in the U.S., to launch WWD Korea in 2019 and then Billboard Korea this year.

Not only have you worked in the music industry, you have worked in different areas in the entertainment space.

Yes, exactly. In Shanghai, I had my TV program at Anhui TV, a major broadcasting company. I also launched my social media channels on Douyin, and Xiaohongshu, called Meet The Idol when I was there. So, I have a good understanding of the media and the entertainment business.

You are now the CEO of Billboard Korea. Do many women hold executive roles in Korea?

It is gradually increasing, but still low. In the Korean music industry, the proportion of female executives is only 6%. As you know, South Korea is a very conservative country.

Yes, Japan is the same way.

So, like women in Japan, it is tough to become an entrepreneur in South Korea. This is why in 2022, I invited global women leaders from the U.S. and organized the Global Women Leader Forum in South Korea. I wanted to teach the women leaders in Korea, about what it means to be a female leader. And to do this, we thought we needed to learn from other countries. We invited Maye Musk to speak at the forum because we wanted to focus more on independent women. She is well known as a single mother, having raised three children, including Elon Musk. She is very independent and has many beautiful stories to tell, and we hope to have a second forum by the spring of 2025.

Did you see any changes since holding the Global Women Leaders Forum?

Before organizing the forum, many of my friends told me, “Korea is a very conservative country, so many women leaders wouldn’t want to participate. So there is no point in doing it.” As you know, it’s a very sensitive topic. Many women in Korea feel they are not capable of holding executive positions, such as a CEO. They feel that they should give up because many women think they need to fight against men for these positions. But my view is different. Women have their unique strengths and personalities. Instead of fighting against men, they should be able to utilize their unique styles and strengths.

Approximately 300 women leaders attended the forum, which changed their thinking dramatically. Even older women leaders said that women leaders are necessary, not just for women, but for the company. Since then, other media outlets have started similar campaigns for female leadership. At Billboard Korea, we would also like to launch initiatives to empower female leaders and entrepreneurs in the music industry.

It’s a great initiative. Japan is gradually changing from an era in which women were expected to work in the same way as men, or even more than men, to an era in which men and women support each other both at work and at home. Since it takes time to change people’s values, it’s a gradual change, yet I believe entertainment can play a major role in this process.

Let’s talk about the challenges surrounding female artists. When you look at the year-end charts in the U.S. and Japan, men continue to outnumber women. When we spoke to Billboard‘s editorial director Hannah Karp for this interview series, she said there are still issues that need to be resolved, such as safety for women in recording studios and sexual harassment. What problems do you see in South Korea?

There is harassment in South Korea as well. Many men don’t want to get involved in such issues, so it doesn’t get covered in the news, especially in the older media. I feel it’s a major problem when voices of female artists and creators are not heard. There are also issues surrounding the way women look. We are all under huge pressure to be slim and pretty or expected to look like dolls, not human beings. So young K-pop celebrities invest heavily in their faces and bodies, trying to be younger and more beautiful. This is an issue in the Korean entertainment industry.

Everyone’s appearance changes as they grow older. Do K-pop fans continue to support their favorite artists as they age gracefully or do they move on and support younger artists?

I think it is 50-50 among K-pop fans. BTS fans continue to support them even after they have gone to military service, and they seem to enjoy the fact that they are growing with age. However, the same cannot be said for girl groups. I feel there is a lot more demand for female artists to be younger.

What can we do as a media outlet to support female artists and ensure that they can continue to perform and make music for a long time?

For this reason, I would like to focus more on independent women and female leaders. If we understand and empathize with our idols, not only with their appearance but also with their thoughts and philosophy, we will want to continue supporting them no matter how old they are. As a media outlet, we can listen to the voices of the fans and the artists, right? By helping artists and fans to build a relationship, artists can continue to grow.

The most popular Korean acts in Japan are male and female groups. Are there any female solo artists outside of the mainstream who have enjoyed long careers in Korea?

That is a good question. As you say, there are artists from various genres in South Korea, but only girl and boy groups have had global hits. The reason being, it is more difficult for solo artists to gain a dedicated fandom compared to groups. Therefore, many agencies produce groups. There are many talented female solo artists in Korea, and Billboard Korea wants to introduce all genres to the world, such as K-R&B, jazz, classical, hip-hop and trot.

We also want to introduce artists of different genders and genres to the world. I believe this can change the world view of the Japanese and Korean music scene.

Billboard is launching its media all around the world. We have different cultures and ways of thinking, but women should be independent in every country. We want to think about what needs to be done in each country to support women and implement it.

This interview by Naoko Takashima first appeared on Billboard Japan.