The Story of a French Law Student Who Became a K-Culture Journalist

Hello, this is Klab Insight. We’re bringing you a series of interviews featuring stories of people who make a living through K-pop.

For our latest interview, we’re thrilled to introduce Marie-Line El Haddad, a dynamic journalist, editor, and press officer bridging cultures between France and Korea. At just 26 years old, Marie has established herself as a key figure in the world of K-pop media relations and culture.

She works as a Press Officer for Stardust Music Korea, promoting independent Korean artists across Europe, while also contributing as a journalist at Blender Book Magazine, focusing on Hallyu culture.

Marie’s journey into the K-pop industry is a fascinating one, shaped by her background in law and education, as well as her deep passion for multiculturalism and the arts. Her experience spans from the communications department at UNESCO to covering global K-pop events and engaging with artists to bring them into the European spotlight.

In this interview, Marie shares her unique career trajectory, the strategies she uses to promote Korean artists, and her thoughts on the evolving role of K-pop in Europe. Her story offers valuable lessons for anyone looking to make their mark in the global entertainment industry.

Let’s dive into Marie’s insights and learn how her journey has been shaped by her cultural connections and passion for media.

This newsletter highlights:

• Diverse Career Paths in K-pop Media and Promotion

• Strategic Use of Cultural Understanding and Multilingual Skills

• Creative Approaches to Artist Promotion through Media and Influencers

Q. Can you introduce yourself?

My name is Marie-Line El Haddad, I am 26 years old, and I reside in Paris, France. I currently work as a journalist and editor for Blender Book Magazine and as a Press Officer for Stardust Music Korea.

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

During my time working in the communications department at UNESCO headquarters in Paris, I was introduced to Korean culture through several initiatives by the Korean National Commission. One exhibit in particular, “Korea Cubically Imagined,” left a lasting impression on me. It utilized virtual reality to showcase Korea’s gaming, art, and K-pop industries, demonstrating an innovative approach that captured my interest.

Q. Could you tell us a bit about yourself and what first sparked your interest in media and the entertainment industry?

From a young age, I’ve been deeply curious about different cultures and stories, thanks to my multicultural background and natural inquisitiveness. This curiosity made the media industry particularly appealing, as it provides a gateway to discovering and sharing the world’s diversity. As for the entertainment industry, I’ve always had a passion for the arts—be it drawing, photography, cinematography, or dance. Over time, I focused more on photography, a passion I share with my father, though my love for other art forms remains unwavering.

Q. You’ve transitioned across various fields, including law and education. What has been the driving force behind your career changes?

Although my career path has been unconventional, it has been shaped by a combination of strategic planning and sizing opportunities.

My transition from law to education was primarily practical, as I completed my studies during the pandemic when legal recruitment was at a standstill. Having enjoyed private tutoring as a student, I decided to pursue teaching full-time while continuing my job search in law. While I initially chose law based on my academic strengths and interest in social issues, I eventually realized that it wasn’t my true calling.

Not long after, I was offered an internship at UNESCO in their Communication and Public Engagement department. This opportunity marked my shift into communications, which eventually led me to journalism with a focus on Korean culture - setting the foundation for my current roles.

Q. Could you share more about your responsibilities as a Press Officer at Stardust Music Korea?

Q. What strategies do you use to promote artists on social media and ensure they receive adequate media coverage?

To promote artists effectively, I collaborate with K-music and K-culture influencers, as well as informational accounts. For instance, we hosted a listening party in Paris in October 2024, where we invited influencers to meet the artists and experience their music firsthand. This initiative successfully introduced our artists to the French and European music scenes.

Although we managed to sell a few albums, the main achievement was connecting with local French media specialized in K-culture. This has led to new opportunities, such as one of the media outlets hosting an online award ceremony at the end of February 2025, the Koreo Awards on Instagram (@koreo_fr), and inviting our artists to perform by submitting a video.

Q. How do you balance the demands of your role as a Press Officer with your work as a freelance journalist?

While both roles have distinct demands, they complement each other. As a journalist, I gain insights into the industry and expand my professional network, which proves invaluable in my role as a Press Officer. Conversely, my work with Stardust Music Korea enhances my understanding of the global music scene, enriching my journalism.

Q. How has your multilingual ability influenced your approach to media and communication in the global K-pop industry?

Growing up in a multicultural environment and attending an international school ‘Ecole Jeannine Manuel’ instilled in me a deep appreciation for languages and cultural understanding. Speaking multiple languages allows me to connect with diverse audiences and conduct interviews more effectively. Language is not just a tool for communication—it’s a gateway to understanding the cultural context behind stories, which is invaluable in my work.

Q. What has been the most rewarding project or experience in your current roles?

In my role at Stardust Music Korea, organizing the listening party in October 2024 was particularly rewarding. It was my first major assignment, and seeing the artists connect with an enthusiastic audience was a highlight.

As a journalist, my most memorable experience was interviewing director Ryoo Seung-Wan about his film Smugglers at the 2023 Paris Korean Film Festival. It was my first live interview, and it turned out to be one of my most widely read articles.

Q. Your work at Blender Book Magazine focuses on Hallyu culture. What trends or topics do you find most engaging to cover?

At Blender Book Magazine, we primarily explore music and fashion, as they are highly exportable yet retain strong cultural ties to their origins. Music has the power to bring people together, while fashion offers a platform for individual expression. The interplay between these two areas continues to fascinate me.

Q. How do you prepare for photographing concerts, and what challenges do you face in this line of work?

Preparation involves researching the venue to select the appropriate gear, especially considering stage height and lighting. Challenges include managing difficult lighting conditions and avoiding obstructions like spotlights or speakers in the shot. Although post-production can address some issues, I aim to capture the moment authentically in-camera.

Q. Can you share any memorable moments or interviews from your career as a journalist?

One memorable interview was with Big Ocean, a rookie K-pop group composed of members who are hard of hearing. Coordinating the interview amidst logistical challenges was an adventure, but the final outcome—a written article and video—received a warm reception from our audience.

Another memorable moment was returning to UNESCO as a journalist to cover Seventeen’s ambassador ceremony on June 26th, 2024. It was both an honor to receive a press invitation to the event and a heartwarming experience to reconnect with former colleagues.

Q. What skills do you consider essential for someone aspiring to work in media relations or as a freelance journalist in the K-pop industry?

Breaking into the K-pop industry requires courage, persistence, and a proactive approach. Building connections is essential, and that often starts with reaching out to people via email or social media. Every small step—whether it’s an email or a brief collaboration—can pave the way to larger opportunities.

Q. Can you share an example of a small collaboration you’ve had via email or social media?

We most recently held a contest with LiveNation France for American artist keshi. I wrote an article presenting him to our audience and promoting his upcoming concert in Paris, France (this was last December). We also held an online contest on our Instagram page, the prize being two tickets for keshi's concert.

Q. What do you see as the future of K-pop’s presence in Europe, particularly in media and cultural representation?

K-pop has been present in Europe for decades, with groups like Big Bang and Girls’ Generation performing here as early as the 2010s. While agencies have recently focused on North America, there is renewed interest in Europe, as evidenced by recent concerts and festival appearances. However, European media remains conservative, so achieving widespread representation will take time and effort.

Q. What role do you think cultural understanding plays in your work as a Press Officer for a Korean entertainment company?

Cultural understanding is integral to my work, as it fosters a deeper appreciation of the history, traditions, and values behind the content I promote. Without understanding the culture that shapes the art, it’s impossible to effectively represent or communicate its significance to a global audience.

Q. As someone who bridges French and Korean cultures, what unique challenges and opportunities have you encountered in your career?

One of the main challenges I’ve faced is the language barrier. While I strive to improve my proficiency in Korean to communicate directly without relying on translations, I’ve found that cultural differences have been more of an opportunity for growth than an obstacle. In my early steps, I was initially apprehensive about the possibility of misunderstandings, and I made it a priority to ensure that my lack of knowledge in certain areas did not lead to confusion or miscommunication. Over time, these experiences have fostered a deeper appreciation of both cultures and have strengthened my ability to navigate and connect these two rich worlds.

Q. What advice would you give to aspiring journalists or media professionals who want to work in the K-pop or entertainment industries?

My advice would be to look beyond the surface-level aspects of trends, popularity, or the business side of things. K-pop and entertainment are not just commercial products—they are deeply rooted in a culture, a history, and a set of values. To work authentically and effectively in this field, it’s essential to understand and appreciate the cultural context and the stories that shape the art. This deeper understanding will not only enhance the quality of your work but also enable you to connect more meaningfully with the industry and its audiences.

Q. What are your key goals for this year, and what efforts are being made to achieve them?

I have two goals for this year :

Regarding my job as a journalist, I wish to interview more people related to Korean culture in France but also worldwide. In order to achieve this, I have launched the chronicle PubliK Figure on Instagram. Every Wednesday since January 8th, at approximately 3:00 PM Paris time, I publish a new short video interview on my account and Blender's account. I hope the interview will garner more and more interest as it goes!

For my second goal, it pertains to my job as a communication officer for Stardust and Sonikem: I wish for them to gain more recognition in France, in Korea but also worldwide. In order to achieve this, Sonikem and I are coming back to Korea in April to meet with agencies and brands we could collaborate with but also to shoot new music videos.

Q. Lastly, what would you say to people who aspire to work in the K-pop industry?

I would encourage them to go for it wholeheartedly. Even if things don’t unfold as planned, the memories, lessons, and connections you make along the journey will always be invaluable. Two sayings have guided me through my career: one from the French scientist Antoine Lavoisier, “Nothing is lost, everything is transformed,” and the other from Abraham Lincoln, “The best way to predict the future is to create it.” While I still experience moments of self-doubt, I have no regrets about the path I’ve taken. The experiences and relationships I’ve built along the way are treasures I will always hold dear.

Marie’s journey proves that with passion, adaptability, and a deep understanding of cultural exchange, anyone can make a meaningful impact in the world of K-pop and beyond.

Key Insights

1. Explore Multidimensional Careers in K-pop
   Marie's journey highlights the diverse career opportunities in K-pop, from media and communications to promoting independent artists. One can find a path that blends personal passions with professional growth, even without a traditional entertainment agency role.

2. Effective Artist Promotion through Media and Influencers
   Marie's work as a Press Officer for Stardust Music Korea showcases how strategic collaborations with influencers and press can introduce artists to new markets. Her initiatives, like listening parties and media events, demonstrate the importance of personalized and creative artist promotion.

3. Career Transitions Can Lead to Unique Opportunities
   Marie’s career shift from law and education to journalism and media is a testament to how following your passion and seizing opportunities can lead to unexpected and fulfilling roles in the entertainment industry.

We would love to hear your thoughts on this interview! Feel free to leave your comments below or email us at [email protected]. Your insights and questions are always welcome as we continue to explore the vibrant world of K-pop.

And feel free to connect with me on X, LinkedIn, & Thread.