(Note: This is the professional about me page. For a more fun, down-to-earth version, please go to the Down-To-Earth page.)
Jason Yu is a K-pop strategist, creative producer, educator, and founder of Popsori. His international perspective has been shaped by 19 years living abroad, seven years in Japan and twelve years in South Korea.
His experience spans journalism, data analysis, brand marketing, content production, artist relations, tour management, and live-event strategy. He has worked behind the scenes with major K-pop labels, including JYP Entertainment and HYBE, and has contributed to organizations across music, media, gaming, esports, and Asian pop culture.
As a journalist and media professional, Jason worked with organizations including Yonhap News, The Korea Times, the South China Morning Post, and Korean Air’s MorningCalm magazine. Throughout his career, he has attended and covered more than 700 concerts, festivals, conventions, and industry events across K-pop, J-pop, film, anime, gaming, and esports.
Below is a selection of events Jason has attended as press, media, or an industry guest, along with companies and organizations he has worked with or supported.
Events Invited To
Companies Worked With or Collaborated With
Professional Background
Jason began his career in software engineering before moving to South Korea in 2010. While teaching at Konkuk University and Sogang University, he began building a career in journalism and Korean media.
He later transitioned from covering the Korean entertainment industry to working within it. His roles have included journalist, editor, team leader, data analyst, brand marketer, creative producer, artist relations manager, and tour manager. He has also worked in the Korean esports industry and, after returning to the United States, contributed to Google Stadia and Meta’s Short Form Serials team.
This combination of editorial, analytical, creative, and operational experience gives Jason a broad understanding of how entertainment companies, artists, media teams, and audiences interact.
Popsori Today
Today, he leads Popsori, a K-pop content, education, and advisory company. The company's work is organized around three core areas.
Content
Popsori produces YouTube video essays, artist interviews, event coverage, industry explainers, and social content examining the business, history, culture, and evolving global reach of K-pop.
Its editorial approach draws from Jason’s journalism and industry experience, with an emphasis on informed analysis rather than gossip or fan conflict.
Education
Jason teaches and mentors aspiring professionals seeking to build sustainable careers in the K-pop industry.
Through workshops, university lectures, mentoring, and online educational resources, he supports college students, recent graduates, creators, and working professionals pursuing careers in journalism, marketing, production, data analysis, artist support, and other areas of the industry..
Advisory
Popsori advises companies seeking to better understand K-pop audiences and participate more effectively within the market.
Its advisory work includes audience and fan-culture insights, brand positioning, customer analysis, campaign strategy, partnership development, and identifying opportunities to strengthen reach and revenue among Millennial and Gen Z consumers.
Selected Leadership Experience
Jason served as AleXa’s U.S. West Coast Tour Manager, overseeing logistics, venue coordination, media relations, and local promotional partnerships. He also secured collaborations with two California K-pop stores to support fan engagement during the tour.
In 2025, Jason led the brand strategy and marketing campaign for HYOLYN’s Northern California concert at Thunder Valley Casino Resort. During the campaign, ticket sales grew from 374 to approximately 1,000, nearly tripling in seven weeks, while Popsori coordinated promotional efforts across several partner organizations.
These projects reflect Jason’s ability to work across strategy and execution, connecting artists, venues, media teams, businesses, and local fan communities.
Mission
Popsori’s mission is to teach people more about the K-pop industry.
For fans, that means creating in-depth video essays and mini-documentaries about the industry. For aspiring professionals, it means providing realistic guidance in attaining a career in the K-pop industry. For companies, it means developing strategies grounded in a genuine understanding of K-pop audiences and fan culture.
For Press & Business Inquiries
For consulting and advisory projects, speaking engagements, workshops, media opportunities, or other collaborations, please use the contact form or reach out directly:
📩 Email: jangta[at]popsori.com
(replace the "[at]" with @)
I’d be excited to help bring your vision to life.