I cosplayed as a high school student at the 2015 B1A4 concert in Seoul
Don't ask why :).
(Note: This is the fun, down-to-earth introduction of myself and Popsori. For a professional description, please go to the Professional page.)
Hi, I'm Jason and I work in the K-pop industry! I've been in the industry for X years now. I experienced K-pop during 2nd gen all the way up to 4th gen (2010-2022) while living in Korea. Good times!
These days, I run a creative media company called Popsori, working with K-pop labels, media teams, and tour organizers. What started as a small YouTube channel in my tiny one-bedroom studio in Seoul slowly grew into something much bigger.
That journey has taken me from working behind the scenes at major K-pop labels, including JYP Entertainment and HYBE, to serving as AleXa’s U.S. West Coast Tour Manager and leading the marketing campaign for HYOLYN’s 2025 concert in Northern California.
Over the years, I’ve been humbly invited as media — and now through Popsori as industry — to cover over 700 K-pop and J-pop concerts and more than 100 anime and gaming events. It’s been an honor to be part of a music industry and culture I truly love every day.
Life is good now, but what was it like before all this?
I was stuck at a corporate job in California as a software engineer for several years, far away from Korea, and even farther away from what I really wanted to do.
Then one day, I received a phone call from a good friend working in Korea... and that call would change my life.
"Yo man, you should come work in Korea," my friend said. "You can teach English there and you always wanted to learn more about Korea and K-pop, right?"
After a few months of waffling and wondering whether to leave my home in the US for an entirely new country in Korea, I took my friend's advice.
I left my cushy corporate career as a software engineer.
Six months later, I found myself in Korea teaching kids. While I was teaching during the day, I worked on becoming a journalist at night, despite no connections and bad Korean speaking skills back then. I was leading a dual life, like Batman, only without the fighting, cool gadgets, or Alfred.
Where my Korea adventures in 2010 first started: teaching energetic and cute kindergarteners!
I made a pilgrimage back to my Korean alma mater, Konkuk University, in 2022.
A year later, I moved on from teaching kids to college students at two reputable Korean universities: Konkuk University and Sogang University. This is where I learned a lot of my Korean here and university life. I saw firsthand what university students were actually listening to (believe it or not, it wasn't much K-pop either!).
Teaching at university was some of the best times of my life. I had the chance to teach a few celebrities (Fun Fact: Konkuk University is known as one of the the "celebrity universities" in Korea). I made some lifelong friends from my co-workers and former students. And being an instructor slowly prepared me for journalism and future careers.
While donning my university instructor cape during the day, I continued to work as an indie journalist at night.
As an indie journalist, I would write on a blog (remember those?). Yet, since I didn't have any journalism experience as a former software engineer, I was actually rejected by all the major labels when applying to cover their events. After all, they wanted experienced veterans taking those snap shots of SNSD and reporting crisp articles on 2PM.
In K-pop terms: I was a rookie group that hasn't debuted yet.
So, for the first two and a half years, I turned to the indie and hip-hop scene to level up. I was bummed out at first, since I wanted to cover the Big Bangs and 2NE1s of the K-pop world. But soon, I would not only warm up to Korean indie and hip-hop, but embrace them as my favorite genres of Korean music even today.
Although people consider me a K-pop journalist today, deep down, I consider myself a K-indie and K-hip-hop one instead. And proud of it!
Indie duo J-Rabbit was among the first K-indie groups I covered and interviewed. They jump started my career and I owe them a lot! I'll always be J-Rabbit fan.
It was an honor to cover one of my favorite groups of all time: Shinhwa. The cookie was delicious too!
After two and half years, I eventually was accepted as an official journalist at a major media company. Throughout my journalism career, I worked at three major newspapers: Yonhap News, Korea Times, and South China Morning Post, as well as the Korean Air magazine, Calm. I wore a variety of hats: being a journalist, reporter, editor, and later team leader.
I had the honor of covering major K-pop groups during the 2010s, including Big Bang, 2NE1, SNSD, Twice, SHINee, and EXO. I would say the pinnacle of my journalism career happened when I was invited to see iconic K-pop legends S.E.S and Shinhwa.
I was invited to the 2014 League of Legends Championships. And I was humbled when reporting at the Busan International Film Festival. To say I experienced a lifetime of media and press events is an understatement.
After working as a journalist and reporter for several years, I wanted to see what it's like working on the other side of the K-pop industry.
Thus, I traded my journalist and reporting badge to join the K-pop industry.
I worked behind the scenes with major K-pop companies, including JYP Entertainment and HYBE, across data analysis, brand marketing, and business strategy. Instead of reporting on the decisions labels made, I was now helping provide the research and audience insights behind those decisions.
Working at the Big 4 was a surreal experience for me. Years earlier, I couldn’t even get approved to cover major K-pop artists as an independent journalist. Now, I was humbly working in the K-pop industry.
But as much as I learned working inside the K-pop industry, I wanted to go to my roots of journalism, but instead of writing, I wanted to focus on videos through content creation. To become independent and create videos on in-depth K-pop. To explore topics that few people and media companies talk about.
In my best whisper... "JYP!"
Popsori was born for fans that wanted to go deeper into K-pop topics. A place for K-pop intellectuals.
Thus, I created my YouTube channel Popsori. I would transition into being a content creator, using my journalism experience to create videos.
At first, I was afraid no one would come. I knew the K-pop fandom is dominated by gossip, reaction, and choreography-based videos. To be honest, it still is.
In-depth K-pop videos were still new.
But over time, people started emailing me. People started leaving nice messages on my YouTube channel. I was shocked and amazed by the support.
Soon, I had a growing YouTube channel with people that wanting to become intellectual K-pop fans.
Looking at my pop culture journey, I've been blessed to have been invited to over 700 events as media and press in the US, Korea, and Japan. I've covered a lot in pop culture, ranging from K-pop, J-pop, esports, anime, gaming, and film events.
I've met and talked to many K-pop fans on how the K-pop industry works. In turn, I have been blown away with the people who come to Popsori. A lot of them drop knowledge bombs on Korean music and culture on me, making me take pages of notes like I'm in college again.
Yet, as happy as I was being a content creator and journalist, a new business opportunity opened up for Popsori. When K-pop labels, conventions, events, and agents started talking to me, Popsori would evolve from its YouTube roots.
One of the cool things covering K-pop in Korea is you get to collect a ton of press/media/VIP badges like Pokemon. I had to collect them all!
What We Do Today
Today, I’m proud to say that Popsori has grown from a small YouTube channel into a K-pop content, education, and advisory company.
Our work falls into three main areas: we create, we teach, and we advise.
Don’t worry: we still make YouTube video essays and mini-docs about the K-pop industry!
We Create
Creating fun and insightful K-pop content will always be at the heart of Popsori. As the cool kids would say, we're content creators.
We produce in-depth YouTube essays, artist interviews, event coverage, short industry explainers, and social media videos exploring the business, history, culture, and wonderfully strange side of K-pop.
Our content is all about being in-depth and educational, but you'll also find some silly and meme content from time-to-time.
Our goal is simple: help people become smarter K-pop fans without taking away any of the fun.
We Teach
Over the years, I’ve received more and more messages from people asking how they can break into the K-pop industry.
I get it. I started with no industry connections, taught myself journalism, and gradually worked my way from covering small indie artists to working with major media companies, K-pop labels, artists, and events.
I give practical, no-fluff advice on how to build a realistic career in K-pop.
Through workshops, university lectures, mentoring, and an upcoming online course, we help college students, recent graduates, and working professionals understand where their skills may fit within the industry and how to break into the K-pop scene.
I’ve been invited to speak about the K-pop industry at conventions such as Fanime.
In 2025, Popsori led the brand strategy and marketing campaign for former SISTAR member HYOLYN’s Northern California concert.
We Advise
K-pop fans, and younger audiences in general, can be surprisingly difficult for companies to understand.
Why does one brand become memorable while another gets ignored? What makes fans genuinely connect with a product, campaign, artist, or event? And how can a company participate in K-pop culture without looking like it is trying too hard?
Companies hire Popsori to solve business and marketing challenges, build stronger connections with K-pop audiences, and identify opportunities to grow their revenue.
We help companies clarify their positioning, understand their customers, strengthen what makes their brand different, and connect more naturally with Millennial and Gen Z K-pop audiences.
Some Celebrities I've Met
Meeting Bada from S.E.S in 2012 at the 15th S.E.S Anniversary.
Meeting Epik High with a friend in Oakland, CA.
Meeting duo, As One, at my Korean alma mater, Konkuk University, in 2012.
Meeting Kevin Woo in 2019 at KCON LA.
Met Jay Park at Ultra Korea 2015 backstage.
Met Japanese-American rapper Shing02 in 2016 (I actually met him three times: 2013, 2014, and 2016).
Met former B.A.P member Jongup at KCON 2019. (Despite my exhausted face, I was estatic to meet him!)
Met Alexa in 2022 in the SF K-pop store, SarangHello.
The Craziest Experience
You haven't lived the K-pop life until you've seen rapid EXO-Ls (EXO fans) in Korea! I haven't seen so many DSLR 70x200 lens in one spot before.
Without a doubt, EXO mania in 2013. This photo above is an EXO fan meeting back in Hapjeong, Seoul. There were a ton of media and a lot of middle school and high school students that skipped their after-school academies that night.
My ear drums were assulted that night from the constant "OMG OMG EXO!!!" screams. But at the same time, those fan chants and excitement showed me that K-pop was exploding throughout Korea and much of Asia, I'll never forget. Good times!
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If you read this far, chances are you're into learning about K-pop. Good stuff! Whether you're a newcomer to K-pop, an old-school K-pop fan, or live and breathe this stuff, I got your back!
Here you'll learn what it's really like working in K-pop from a person that lived in that industry. You can expect some fun and educational content here.
I hope you learn a bit more about K-pop and "become a smarter K-pop fan!"
Random Fun Facts
Now that we're cool with each other, here's a couple random facts about me:
- As mentioned in the beginning, I lived in Korea for 12 years. But I also grew up in Japan for seven years as a teenager, making me a Third Culture Kid (TCK).
- I got into K-pop in 1997 while living in Japan. I was listening to J-pop at the time and stumbled on K-pop by accident. From there, I was hooked on Korean music.
- While I lived in Japan for seven years and somehow even passed the N2 test a long time ago, I suck at Japanese. As in, I should start from beginner Japanese again. It's a shame I didn't keep up with it.
- Fortunately, my Korean is a lot better, as I passed the highest test - TOPIK 6. So, at least we got that going for us 🙂
- I love gaming (PC and console) and it's one of my huge passions.
- In fact, before embarking on my K-pop journey, I thought I would be a programmer in the games industry and majored in computer science.
- Love to dance and do karaoke / noraebang, but my singing sounds like screeching siren (e.g. terrible.)
- I can't go a day without drinking coffee or milk tea.
- My email (listed below) "Jangta," is actually inspired from 1st gen K-pop singer Kangta from H.O.T. I just changed the "K" to a "J" and the alias "Jangta" was born.
Thanks for reading! I hope you learned something new about Korean music and culture while you were here!
If you ever want to connect, chat about a project, or have any business-related questions, feel free to reach out.
📩 Email: jangta[at]popsori.com
(just swap the [at] for @)