The 1st Italian Journalist to Interview K-Pop Artist.

Hello, this is Klab Insight.

Meet Marianna Baroli, a journalist whose career has taken her on an unexpected and exciting journey—from political reporting to becoming a leading voice in Korean culture and K-pop in Italy.

With a background in law and a deep passion for storytelling, Marianna initially made her mark in political journalism. However, her fascination with Korean culture, sparked by an early love for East Asian traditions, led her to shift focus toward the K-pop industry.

Now, while working as a culture and lifestyle journalist and editor for Panorama magazine - a prominent magazine in the Italian media industry that shaped the cultural view of the Italian readers since 1962, and an Honorary Reporter for the Korean Ministry of Culture, Sports, and Tourism. Marianna has not only interviewed K-POP Idols but has also played a key role in introducing Korean entertainment to Italy.

Her work is a testament to how passion can evolve into a career that bridges continents, cultures, and industries. In this feature, Marianna shares her personal journey and professional insights, showing us how diverse and dynamic the K-pop industry truly is.

This newsletter highlights:

• The Journey to Becoming a Trailblazer

• Cultural Connection Through Journalism

• Advice for Aspiring K-Pop Journalists

Q. Can you introduce yourself?

I am an Italian journalist with a background in law, which has significantly influenced my storytelling and analytical approach. My career began in political journalism, where I explored the complexities of governance, public policy, and social issues. Over the years, I have expanded my focus to include cultural journalism, particularly with a specialization in Korean culture. I currently work as an investigative reporter for La Verità and manage the Entertainment section at Panorama. Additionally, I have become one of Italy’s key voices for Korean culture, serving as an Honorary Reporter for the Korean Ministry of Culture, Sports, and Tourism.

I was the first Italian journalist to interview Korean idols and celebrities for an Italian audience, and many artists have made the phrase 'Ciao Marianna and Panorama' famous during these exchanges. My passion for promoting Korean culture extends to collaborations with the Korean Cultural Institute in Italy, where I work to bridge cultural gaps and celebrate shared experiences. Whether covering global music tours, conducting in-depth interviews, or overseeing entertainment coverage, my goal is to create content that is both engaging and insightful. This journey reflects my lifelong dream of being a journalist and my commitment to connecting audiences through storytelling.

Q. What sparked your interest in K-pop and Korean culture? Was there a specific moment or artist that drew you in?

My interest in K-pop and Korean culture is rooted in my childhood love for East Asian culture, particularly Japanese manga and anime. I’ve always been fascinated by the vibrant storytelling and unique aesthetics that are so integral to these cultures. My first encounter with Korean culture happened quite by chance when I stumbled upon the K-drama Boys Over Flowers. That experience opened the door to a whole new world for me, including its music scene.

I quickly became captivated by artists like 2PM and BIGBANG, whose talent and energy left a lasting impression on me. However, there was a period when I stepped away from it all to focus on my career as a journalist. During that time, I traveled extensively, but my connection to K-pop and Korean culture remained more casual.

Then, everything changed when I heard 'Mic Drop' by BTS. The song reignited my passion with such intensity that I knew I had to incorporate it into my professional life. From that moment, I was determined to create work that could connect audiences to this incredible cultural phenomenon.

Q. Can you share a little about your background and how you first became involved with the K-pop industry?

My background in journalism initially focused on politics, but it expanded into cultural reporting due to my work covering Expo 2015 for the newspaper I was working with at the time. Spending every day inside the Expo fairgrounds allowed me to engage with a wide range of cultures and perspectives, which inspired me to explore topics beyond politics and dive into the richness of cultural storytelling.

As for my involvement with the K-pop industry, it all started just before the COVID-19 pandemic. I had been planning a trip to South Korea, but when the pandemic put those plans on hold, I began discussing new ideas with my editor. That's when I decided to approach the K-pop industry from a journalistic perspective.

My first real connection with K-pop was through BTS, and I had the incredible opportunity to be the first Italian journalist to participate in one of their press conferences, albeit virtually, for our magazine. That moment marked the beginning of my deeper involvement with K-pop and Korean culture, combining my passion with my profession in a way I had never imagined before.

Q. Who or what has been your greatest inspiration in your career and life journey?

I don’t mean to sound cocky, but I don’t believe I have a specific role model or source of inspiration in my career or life journey. My work is driven by an innate passion for communication and writing, something that has always been a part of who I am.

I consciously avoid modeling myself after anyone else because I want my work to remain unique, free from any influences that might unintentionally echo someone else’s.

That said, in life, my role models are my family. My parents have always taught me and my sister to work hard for what we believe in, and this value shapes everything we do. I deeply admire my sister, who is following a similar path in the fashion industry, as we both work tirelessly while holding onto the ideals and respect for others that our parents instilled in us.

To achieve uniqueness in my career, I focus on cultivating my own habits and personal touches—whether it’s the questions I always include in my interviews or something as simple as the now-recognizable 'Ciao Marianna and Panorama' that has become a signature of mine. I truly believe that the best inspiration for this line of work comes from within. Staying authentic to myself ensures that my work reflects my own voice and vision.

Q. Can you describe your responsibilities as a journalist and how they contribute to the landscape of entertainment journalism?

As an editor, my responsibilities go beyond writing. I manage a team of collaborators and freelance writers across various roles, not just in entertainment but also in lifestyle, travel, technology, fashion, and more. This means my days are filled with responsibilities, including planning, coordinating, and leading meetings to ensure everything runs smoothly.

Additionally, I contribute to a daily newspaper, although this is no longer my main focus, and I still attend editorial meetings to help shape the content for the print edition.

When it comes to entertainment journalism, my work is heavily focused on South Korean culture. I chose this direction because I noticed a gap in the Italian media landscape—a lack of coverage on Korean entertainment and its global impact. I believe my contribution has not only filled this editorial void but also inspired others to explore and write about this vibrant and influential industry.

Q. How do you navigate the challenges of covering K-Pop and Korean culture for an international audience with diverse backgrounds?

Covering K-pop and Korean culture for an international audience with diverse backgrounds requires a careful balance of accessibility and depth. I make sure to approach every topic with both enthusiasm and respect for the cultural context. It’s important to present the information in a way that resonates with a wide audience, but also to provide insights that speak to those who may already have a deeper understanding of Korean culture.

I also try to incorporate a variety of perspectives in my reporting—whether it's through interviews or by exploring how K-pop intersects with global trends in fashion, technology, or social movements. By doing so, I ensure that my work is both informative and engaging, offering something for everyone while staying true to the heart of the culture I’m covering.

Q. What were some pivotal moments or decisions that significantly advanced your career in journalism?

One of the pivotal moments in my career was when I began dedicating myself to important investigative pieces. These experiences were crucial in shaping my journalistic skills and perspective. However, the true turning point came when I decided to focus on South Korean entertainment, particularly K-pop.

This shift opened up an entirely new world for me, both professionally and personally. It allowed me to explore a vibrant and rapidly growing cultural phenomenon, and it ultimately helped me carve out a unique niche in the media landscape.

Q. How have you seen the K-Pop industry evolve since you began your career, and what trends do you foresee in the future?

I’ve witnessed K-pop’s transformation from a niche interest to a mainstream global phenomenon. In my opinion, this shift is one of the most significant milestones the industry could have reached, especially in terms of accessibility and influence. As a journalist, it’s exciting to see K-pop embraced worldwide, but I also hope that the industry continues to embrace challenges and innovation.

Moving forward, I would love to see K-pop artists and companies push the boundaries even further, refusing to rest on their success simply because they have become globally popular. There’s always room for growth and reinvention, and that’s what will keep the industry dynamic and exciting in the future.

Q. What guidance would you offer to individuals looking to enter entertainment journalism, particularly those interested in K-Pop?