Beyond the Drama: The Next Actions Content Inspires
Session Overview
A beloved drama does not end with a single viewing. Producers begin preparing the next story, while audiences revisit their favorite scenes, travel to filming locations, search for products used by characters, and look for ways to experience the world of the story in real life.
Yet we often begin paying attention to these “next actions” only after a title has already generated a visible audience response.
Drama producers sometimes begin thinking about what comes next much earlier. From the planning stage, they consider how characters and fictional worlds might continue beyond the original story, planting the seeds for future possibilities.
If creators can anticipate the “next chapter” within a story, could brands also begin anticipating what audiences might want to do after experiencing that story?
In this session, Sangwon Yoo draws on his experience as a drama producer to explore the moments when emotions created by stories turn into real-world actions. Through examples and key questions, he will examine what role brands can play in that transition — and how early marketers should begin thinking about it.
What happens after people fall in love with a story? The next opportunity may lie in understanding how emotion moves beyond the screen — into products, places, brands, travel, and real-world experiences.
Speaker
Head of IP Strategy
After serving as Head of Drama Production at STUDIO DRAGON, he now leads the company's IP Strategy Division.
In his current role, he is expanding the value of drama IP beyond traditional planning and production by exploring new opportunities across brands, products, spaces, tourism, and experiences.
His work focuses on extending stories beyond the screen and creating new ways for audiences to connect with the worlds, characters, and emotions they encounter through content.