Bio Statement:
Jaeeun (Jay) is a South Korean producer and coordinator with practical experience across theatre, events, and arts management. Her roles have spanned producing, marketing coordination, and venue management, where she honed skills in overseeing budgets, teams, and performances. Currently, as a producer for the Rising Festival, she actively collaborates with artists to create new events. This hands-on experience directly informs her research, which specialises in cultural event management and cross-cultural communication. Jay’s work explores how local cultural events, like the ‘Space-Out Competition’ she’s producing in Australia, successfully transcend geographical and cultural boundaries, providing actionable insights for the strategic global expansion of Korean cultural content.
Abstract:
Strategies for Localizing Korean Cultural Events Abroad: Focusing on the Space-Out Competition in Australia
This research investigates how Korea’s ‘Space-Out Competition’ translates and is received in Australia’s distinct cultural context. Organised by the artist Woops Yang since 2014, this 90-minute ‘doing nothing’ performance challenges modern productivity norms. Having toured multiple Asian cities and Rotterdam, the event debuts in the Southern Hemisphere via the 2025 Rising Festival in Melbourne. As a producer, I analyse shifts in its operation, meaning, and audience reaction. The study aims to identify crucial cultural and operational adjustments for Korean cultural events to succeed in Western settings. To achieve this, I analyse successful Korean cultural events like KCON and the Melbourne Korean Festival, which demonstrate strategic localisation. I also compare the Seoul and Adelaide Fringe Festivals to understand how similar formats adapt to regional cultural differences, offering insights for global cultural expansion.
jaeeunjaen@gmail.com
