The leading expert for K-Pop in the UK

WHO I'VE WORKED WITH

  • aespa

  • ATEEZ

  • Billlie

  • BTS

  • NCT 127

  • NCT DREAM

  • Red Velvet

  • RIIZE

  • Stray Kids

  • TVXQ!

  • Xdinary Heroes

WHAT I OFFER

  • PR & Communications Strategy

  • Events Planning & Marketing

  • Influencer Marketing

  • Research & Insights

Get in touch

“If Asia is the region with a stable and consistent Hallyu fandom, Europe is the region demonstrating the true capacity of Hallyu’s potential.”

Korea Foundation, 2022 Global Hallyu Status Report
Hallyu: ‘Korean Wave’, the global appetite for Korean art, culture, and products

WHO I AM

I’m the UK’s first consultant specialising in Korean entertainment, offering the most effective, nuanced marketing & communication strategies for K-Pop acts looking to build awareness and audiences in the UK.

I offer a decade of experience in PR & marketing – including tenure at entertainment companies such as Live Nation, Universal Music Group, and Sony Music Group – and an understanding of Korean culture, history, and language, to effectively bridge the two markets and connect artists with audiences.

WHY I DO IT

It’s simple: the UK has seen a 300% increase in K-Pop listenership in the last three years. K-Pop is no longer a niche genre, though it’s often still marketed like one.

It doesn’t end with Korean music, either — Europe saw the greatest growth in Hallyu fandom year-on-year. In 2022, Europe experienced a 37% increase in fandom size, amassing to 13.2m Hallyu fans across Europe.

Even more impressive, the UK experienced the second-largest expansion in Hallyu popularity globally — only second to the US, and only by two percentage points.

UK fans are a dedicated community if you take the time to connect with them. On average, UK fans spend 132% more per month on K-Pop-related consumption than the global average.

WHAT’S BEEN SAID

  • "Mandi's creative solutions and ability to deliver at short notice were first class. Simply one of the best I've ever worked with."

    Paul Crockford
    Crockford Management

  • "Mandi has been a godsend on the [Rolling] Stones."

    Orla Lee-Fisher
    SVP of Strategic Marketing,
    Universal Music Group UK

  • "Her talent stretches beyond the disciplines of writing and marketing strategy, and her enthusiasm for exploring new initiatives ensured that she was always great to work with."

    Former Colleague

  • "Her attention to detail, reliability and commitment to great work has won over several hard-to-please [artist] management teams."

    Jonathan Reeves
    Former Director of Audience Development
    Universal Music Recordings

Let’s get started.

Send an email to hi@mandudigital.com or submit your email below.