The 'TikTok CxO Circle 2025' hosted by global short-form content platform TikTok was held at the Grand InterContinental Parnas in Seoul on the 27th. This event was planned for networking and insight sharing for C-level executives, and was held under the theme of 'Go Global with TikTok: Beyond K-Brands to Global Trends.'
This event is the first client event hosted by Matty Lin, the newly appointed General Manager of TikTok Korea’s Global Business Solutions organization responsible for TikTok Korea’s advertising business. With extensive experience in media, tech, and e-commerce, Matty Lin led TikTok’s global business expansion in the U.S. and strengthened relationships with brands, agencies, and partners while overseeing the advertising business in Southeast Asia. Based on his strategic perspective in the global market and deep understanding of regional markets, Lin plans to actively lead business expansion and partnership strengthening in the Korean market.
The event was divided into two sessions, with a breakfast meeting for brand company executives in the morning and a lunch meeting for agency officials in the afternoon. It started with a reception for free networking among the participants, followed by the main session for in-depth discussions in a comfortable atmosphere. In the first session, cognitive scientist Professor Kim Sang-gyun of Kyung Hee University’s Graduate School of Business gave a presentation titled “Korean Wave in the Short-Form Era: Competing with Short but Powerful Content” and analyzed the relationship between short-form content, Korean Wave, and business growth from a cognitive scientific perspective. Professor Kim explained that the recent remarkable export growth of Korean Wave-related products was the result of short and immersive short-form content, and emphasized that “if we create emotional resonance through storytelling that takes advantage of short-form content, we can lead to a stronger Korean Wave.”
The second session, titled “TikTok, K-Brands’ Global Business Success Partner,” looked into how TikTok can support the success of K-brands in the global market. Mattie Lin, General Manager of TikTok Korea, took to the stage to talk about the status and success factors of K-culture and K-brands on TikTok, as well as future growth strategies.
TikTok forecasts that the Korean Wave market still has great potential in fields such as food, beauty, music, and drama, and will grow to a scale of 198 billion dollars by 2030, and introduced various marketing solutions to support companies to continue this momentum. TikTok explained that it provides customized solutions by industry and scale, from TikTok Symphony, which can develop advertising materials with AI, to TikTok Shop, which enables fast purchase conversion from viewing content to shopping, as well as providing brands with real-time insights, so that they can achieve more visible results in the global market.
“For K-brands to establish themselves as global trends, they need a deep understanding of new content consumption patterns,” said General Manager Mattie Lin. “We will continue to have in-depth discussions with brand and agency leadership to ensure that the insights from TikTok shared through the CxO Circle can lead to tangible business outcomes from branding to commerce.”
TikTok is a global short-form video platform where more than 1 billion users worldwide create and share creative content. TikTok provides unique marketing opportunities for brands and creators, and supports business growth in various industries. In addition, TikTok Shop, which is expanding its influence in Europe and South America, centered on the US and Southeast Asia, is growing into an expanded platform that blurs the boundaries between content and commerce. Users can experience 'shoppertainment', where they can enjoy their favorite content and naturally purchase related products. TikTok Shop is leading a new e-commerce that crosses content and commerce, and is gaining attention in the US and Southeast Asia, emerging as a new sales channel for companies seeking to expand globally. It has not yet been decided whether TikTok Shop will enter the domestic market.
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