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This article explores how K-Culture is evolving in the digital era through community-driven, influencer-led storytelling. Featuring an in-depth interview with Hugh Gwon, CEO of YIK Media, it examines the shifts from traditional cultural promotion to participatory, trust-based global engagement. From SeoulCon's growing international platform to esports and K-pop collaborations, the article highlights how digital communities actively co-create cultural meanings. Gwon shares insight on YIK Media's journey.

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