<Run, Seokjin> Planned by Bang Woo-jeong, Director of Letopia Salon

“When I first debuted, I did a lot of content. I tried things like behind-the-scenes videos on YouTube when no one else was doing them.”

BTS's V, who appeared on tvN's 'You Quiz on the Block' in 2023, cited 'BTS self-content' as one of the reasons they were able to become a global star. BTS created their own broadcasting station 'Bangtan TV' on YouTube in the early days of their debut when they could not go to broadcasting stations even if they wanted to, and uploaded vlogs, radio shows, mukbangs, travel stories, and practice videos. Later, these videos became word-of-mouth as 'entrance videos' (the reason people become fans) for global fans. The healing travel concept self-content 'In the Forest' series was aired on JTBC and also advanced into legacy media.

Bang Woo-jeong (43), the head of Letopia Salon, is the person who created the framework for ‘planned self-produced content’ (self-produced content).

He joined Big Hit Entertainment, the predecessor of HYBE, in 2010 and started creating content for 2AM. After majoring in design and video in college, he dreamed of becoming an entertainment PD and worked as an assistant producer for a music entertainment show. Using his past experience, he completed the format of his own content.

Bang's specialty is not simply following behind-the-scenes footage, but creating seasonal programs that fit the concept. Rather than universal entertainment, he prioritizes capturing the artist's small moments. All of the content for BTS's "BTS Festa," which is held every debut anniversary, and the weekly entertainment show "Run BTS," were created through Bang's hands. After Big Hit grew into HYBE, he took on the role of HYBE Media Studio's Creative Studio Leader, which oversees all HYBE-affiliated artist content, and designed a business structure that earned hundreds of billions of won through content.

Representative Bang, who has been active as an unsung master of the K-pop industry, left HYBE after working there for about 15 years in September of last year and established his own new company, Letopia Salon, on October 11. He works with former HYBE Labels Japan VP (Vice President) and CCO Kim Soo-rin and COO Park Jun-soo, who is from HYBE Original Content Studio SP (Senior Professional). He also reunited with casting director Noh Min-mi, with whom he had worked with on 2AM and BTS in the past. Letopia Salon is a company that combines video production and artist management, and is currently handling the outsourced production of “Run Seok Jin” (the Jin version of “Run BTS”) and plans to launch a new boy group within the next 1-2 years.

These days, it seems like 'Run, Seokjin' is a hot topic every week.