Unpacking insights: Takeaways from Content Marketing Summit Seoul 2025
The recent Content Marketing Summit in Seoul was full of new content marketing ideas. Let’s dive into what we learned.
The recent Content Marketing Summit in Seoul was full of new ideas, and our team was there to learn and inspire with the latest music. We heard from industry leaders who are redefining how brands connect with audiences, from hyper-local strategies to viral campaigns that transcend generations.
At Epidemic Sound, we’re always looking for ways to empower creators and brands. Let’s dive into what we heard at Seoul Content Marketing Summit, why it matters, and how it connects to the creative process and the power of sound.
1.The formula for success: Reducing friction and going social-first
Soyeon Kim, a marketing powerhouse with experience at Coupang Eats, Uber, and Google, shared a simple yet powerful formula for content marketing success: reduce friction. Her session stressed the importance of focusing on what your audience cares about — not just what your brand wants to say. This mindset shift, paired with sharp creative execution, drives engagement and results.
From TikTok to YouTube, campaigns that keep messaging clear and social-first are winning. Kim talked about how Coupang Eats blew away people’s ideas that TikTok doesn’t make money. They did this by making sales through content that was led by influencers.
This gave creators freedom and kept calls-to-action important. Vaseline’s “Hack Campaign” and IKEA’s “U Up?” campaign followed similar models — rooted in curiosity, trends, and practical value — to cut through the noise and prompt immediate action.
For professional creatives, the takeaway is clear: content should be frictionless from idea to execution. Sound can play a critical role here — personalizing brand tone, aligning with platform trends, and increasing retention.
At Epidemic Sound, with over 3 billion daily plays of our music, we know what’s resonating across markets and platforms. Our licensing model also makes it easier to publish across platforms and influencer content. This lets creatives move quickly and act socially first without losing quality or compliance.
2. Impacting commerce: Lifestyle storytelling and long-term trust
A standout session on live commerce strategies featured insights from Sunwoo Euiseong (YouTube Creative Lab), Yoon Sang-hee (Bucketplace), and Choi Jung-ha (Lotte Homeshopping).
Their discussion centered on how content today must do more than sell — it needs to show how a product fits into and enhances everyday life. Storytelling is no longer optional; it’s the mechanism for trust, longevity, and impact.
While short-form content still drives virality, long-form content builds credibility and deeper customer relationships. These industry leaders said it’s important to think about content from the customer’s point of view. They also said planners should be involved in making and planning so that messages stay focused, relevant, and real.
For creatives, this points to a critical opportunity: sound as a storytelling accelerant. Well-chosen music and sound effects can elevate a scene, define a lifestyle, and enhance the emotional weight of a message.
92% of people want brands to make ads that feel like stories (The Brand Shop, 2024. What’s more, good storytelling triggers the release of oxytocin, which promotes trust (HBR, 2014).
Using Epidemic Sound’s search features — by genre, mood, BPM, or even video upload — creators can find soundtracks that match their brand values and campaign goals. Consistency is key, and with music that reflects your brand’s philosophy, you can deliver a cohesive audio experience across every touchpoint.
3. The power of local: Connecting through authenticity
Another resonant theme at the summit was the growing importance of local content. As Hyungki Lee (Shinsegae), Minyoung Jang (Our Planet For Earth & Us!), and Jooseok Hong (Urbanplay) explored in their panel, “Why Local Content is Important,” the true strength of local storytelling lies in its freshness — surfacing new ideas and shining a light on what’s often overlooked. But this isn’t just about geography; it’s about creating unique, place-rooted content experiences that foster emotional and cultural connections.
Across sectors, brands are leaning into this. Urbanplay is revitalizing urban spaces through local culture. Our Planeat’s Local Odyssey brings attention to sustainable gastronomy. Shinsegae’s “Local is Shinsegae” campaign expands market access for regional products, elevating “K-LOCAL” as a global movement. These examples show that local content isn’t simply a consumer trend — it’s a strategy for long-term brand meaning and differentiation, sometimes even in a global marketplace.
For creative professionals, this reinforces the value of authenticity and cultural nuance in storytelling. Music plays a key role here, helping shape narratives that resonate deeply with specific communities.
With access to broad and locally relevant catalogs, creators can craft a sonic identity that reflects local tastes while staying aligned with a global brand voice. Sound should never be an afterthought — when used strategically, it’s a tool for emotional connection, identity, and impact.
4. Catching hearts across generations: The SAMG Entertainment success story
Jay M. Jeon, CMO (Chief Marketing Officer) of SAMG Entertainment, shared an inspiring look at how their IP Catch! Teenieping became a beloved hit across generations. With a strategy rooted in tight integration of content and merchandise, SAMG sold over 7 million character figures and built a fanbase that spans from children to their parents.
SAMG’s success didn’t happen by accident. Through smart use of memes, short-form content, and viral sounds, they have extended their reach beyond their original demographic. Partnerships with brands like Hyundai and K-Beauty giants, along with collaborations with K-Pop artists, helped transform Teenieping from a show into a full-scale cultural phenomenon.
This is a masterclass in how IP becomes iconic — and music plays a starring role in giving life to stories across platforms and touchpoints. From memorable theme songs to recognizable character sounds, audio is a fundamental part of identity-building. It helps transmedia IPs reach not only new creative heights, but also new fandoms.
As a creative, having access to a diverse and flexible music library, backed by straightforward licensing, lets you build audio universes that scale across formats and generations. Whether it’s a TikTok meme or a full-length feature, the right soundtrack helps IPs come to life and endure.
5. Bringing it all together: The power of sound for professional creatives
The Content Marketing Summit Seoul reinforced a clear message: the future of content is authentic, personalized, and deeply connected to audience interests. Whether it’s hyper-local storytelling, frictionless social campaigns, lifestyle-driven commerce, or building multi-generational IPs, sound is an integral — and often underestimated — component.
For the professional creative, having the right tools is paramount. Access to high-quality music and sound effects, combined with a simplified licensing model, allows for:
- Frictionless creativity, where finding and using music is fast, intuitive, and platform-ready.
- Consistent brand identity, through curated audio that aligns with a brand’s voice and values.
- Authentic storytelling, with a sound that reflects cultural nuance and emotional depth.
- Multi-generational appeal, using diverse tracks to help content resonate with both niche and mainstream audiences.
In a world increasingly driven by engaging content, the right sound can be the emotional core, the cultural connector, and the seamless solution that helps you — and your clients — create work that thrives. Explore soundtracks for every story with Epidemic Sound.
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