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Speaker 1: Welcome to Strictly Business, Variety's weekly podcast featuring conversations with

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Speaker 1: industry leaders about the business of media and entertainment. I'm

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Speaker 1: Cynthia Lyttleton, co editor in chief of Variety, and today

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Speaker 1: my guest is na Yum Souk, one of South Korea's

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Speaker 1: most successful TV producers. He's the creator of the hit

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Speaker 1: reality expedition format Grandpa Overflowers, which was remade in twenty

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Speaker 1: sixteen by NBC as Better Late Than Never. His latest

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Speaker 1: hit is Ginny's Kitchen, a reality show about the opening

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Speaker 1: of a Korean street food restaurant in a small town

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Speaker 1: in southeastern Mexico. It's available around the world via Amazon

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Speaker 1: Prime Video. The show's ingredients reflect the cross currents in

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Speaker 1: the global village for content that is taking Korean film

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Speaker 1: and TV to new heights. This is the first Strictly

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Speaker 1: Business interview that I've done with a translator, but it

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Speaker 1: surely won't be the last. I found it fascinating to

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Speaker 1: get producer Naw's perspective on how development works in South Korea,

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Speaker 1: how the globalization of content has affected his focus, and

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Speaker 1: what his experience has been with US adaptations of his formats.

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Speaker 1: He paints a picture of a marketplace in Korea that

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Speaker 1: can be defined as before Netflix and after Netflix. Producer

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Speaker 1: NAW is closely affiliated with CJE and M, one of

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Speaker 1: Korea's largest entertainment conglomerates. One thing's for sure, CJE and

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Speaker 1: M is determined to make more inroads outside of Korea

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Speaker 1: to give producers such as NAW more sway over how

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Speaker 1: their ideas are adapted in other markets. We spoke in

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Speaker 1: August during CJE and m's k CON Korean Culture Fan Convention.

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Speaker 1: K CON brought tens of thousands of superfans of K

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Speaker 1: pop and K dramas to downtown La My thanks to

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Speaker 1: translator Sumi Choi who helped facilitate this interview. And it's

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Speaker 1: all coming up right after this break. Mister Na, thank

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Speaker 1: you so much for taking the time out to speak

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Speaker 1: with us. You just concluded a packed panel here at

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Speaker 1: k kon about talking about your most recent show and

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Speaker 1: your recent successes and the kind of marriage of TV

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Speaker 1: and K pop stars. First, let me ask you just

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Speaker 1: to start, what are your impressions of the conference and

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Speaker 1: the audience here that has turned out for KKN twenty

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Speaker 1: twenty three.

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Speaker 2: To Sasha, this is actually my first visit my debut

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Speaker 2: visit to King Khan, and I've heard a lot about

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Speaker 2: how popular Korean music is and how popular Korean culture is.

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Speaker 3: However, I mean heard about it, but this is my

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Speaker 3: actual first time to get to see it in person

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Speaker 3: in real life.

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Speaker 1: Very impressive in Los Angeles, people from all over the country,

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Speaker 1: all over the world, and the audience very familiar with

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Speaker 1: your work. Did that surprise you very much?

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Speaker 3: Because a lot of the content that I create are

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Speaker 3: Korean viewer centric. I was a Korean audience focused, so

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Speaker 3: I was able to see how much popular, how much

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Speaker 3: a popularity has enjoyed so far, and how much of

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Speaker 3: an interest they I have taken. So it was very

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Speaker 3: great to.

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Speaker 1: See very big development the last couple of years. So

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Speaker 1: much CA content, K drama, so much K culture is

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Speaker 1: going around the world and is becoming popular in other markets.

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Speaker 1: People in Japan, in the US are seeing a lot

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Speaker 1: more CA content. How does that does that affect you

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Speaker 1: as a producer? Does that make you think differently about

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Speaker 1: the kinds of shows that you want to pursue?

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Speaker 4: All money, Oh, as we're learning.

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Speaker 5: Were easy to command as in.

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Speaker 4: The you know Kean and I'm doing.

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Speaker 3: There?

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Speaker 5: All such a Jim.

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Speaker 3: Affects significantly, I would say, because as I mentioned earlier

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Speaker 3: during my panel session that I thought, at some point

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Speaker 3: I'm gonna have to retire, I'm gonna have to shed

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Speaker 3: you know, start doing this. But at the same time,

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Speaker 3: I saw potential, another huge potential out there because I knew,

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Speaker 3: I found out that there's another group of people outside

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Speaker 3: of Korea, you know, borderless people who were taking interest

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Speaker 3: in who are watching it. So these overseas viewers got

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Speaker 3: me really excited, you know, got me really you know,

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Speaker 3: gave us, gave me actual meaning to get get going,

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Speaker 3: get further going. So it's opening up a new horizon

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Speaker 3: and new potential for me to you know, start off again.

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Speaker 1: Tell me a producer, now, how do you like to work?

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Speaker 1: How do you how do you start with the very

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Speaker 1: beginning and of an idea and bring it to the screen.

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Speaker 1: Do you create? Do you work with other producers, other writers?

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Speaker 1: Do you kind of brainstorm your own ideas? Curious about

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Speaker 1: the the creation process?

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Speaker 6: All cutsie means well could do and the recruit single

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Speaker 6: oh and both Turbo do you gonna have pum approve.

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Speaker 5: Program?

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Speaker 3: Do not.

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Speaker 5: Study? Can tell us to idea?

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Speaker 3: And basically I think a lot of the producers in

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Speaker 3: Korea may share the same idea that I'm about to

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Speaker 3: tell you. I don't think it's just me. I think

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Speaker 3: we start with brainstorming process. We share a lot of

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Speaker 3: stories together. You know, what I want to do, what

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Speaker 3: I aspire to do, what I aspire to see. So

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Speaker 3: those are are the beginning point of like some of

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Speaker 3: some of the people that said, like I don't want to,

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Speaker 3: you know, be engulfed in a city life. I'm pretty tired.

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Speaker 3: I want to go back down to the world area

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Speaker 3: and start fresh there. Or some people I want to

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Speaker 3: go out to a different city and start a restaurant

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Speaker 3: or something like that. Or some people they want to

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Speaker 3: see a cape of idol and how they do on screen.

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Speaker 3: So we share a lot of conversations together and those

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Speaker 3: ideal idealization process comes to a reality and that you know,

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Speaker 3: becomes truly reflective in my show.

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Speaker 1: With so much, so many shows and so much competition,

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Speaker 1: is it, are you finding it harder to find the

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Speaker 1: idea that will grab an audience?

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Speaker 4: Yes, of course, because I got older, me too, or

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Speaker 4: you're not an end they got how.

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Speaker 5: Says I'm think.

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Speaker 4: SiGe Uh teachers with the.

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Speaker 5: Audio your young produce on h did you have? Could

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Speaker 5: you order? The problems?

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Speaker 3: Before? What I wanted or what I aspired to do

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Speaker 3: and here was pretty much in line with what the

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Speaker 3: general public wanted to see and listen and also pursue.

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Speaker 3: But I feel more and more these days that I'm

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Speaker 3: not keeping up with what the general public wants and

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Speaker 3: what they want to pursue. So I try my best

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Speaker 3: to listen to the younger generation, what they're sharing, what

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Speaker 3: they're actually taking interest in, and then putting that input

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Speaker 3: into my future shows. That's what I'm trying to do

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Speaker 3: with this.

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Speaker 1: Don't go too far. We'll be right back after this

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Speaker 1: short break with more from Korean producer Nah You Soup,

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Speaker 1: And we're back with more from the producer behind the

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Speaker 1: Amazon Prime video reality series Ginny's Kitchen. How important do

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Speaker 1: you think has been the marriage of K pop stars

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Speaker 1: and TV shows, whether variety shows or reality competition. How

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Speaker 1: important has that marriage been to the growth of both.

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Speaker 5: Okay uh actually K popstar? Mm hmm that King and Crisis.

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Speaker 1: And then.

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Speaker 5: Sweets and I and p T Speaker.

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Speaker 1: To k.

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Speaker 4: Or, It's like a uh, I do CAPA star banis

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Speaker 4: and I'm Orange who hang hang Hanka, get what you

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Speaker 4: don't go to research, okay, and then crickinization and then

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Speaker 4: gets usually now the German anger iron ego characters cricket

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Speaker 4: to very use.

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Speaker 3: I wasn't a type of a creator or a producer

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Speaker 3: who used to hire lots of K pop idol stars

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Speaker 3: and often you know in my shows. You know, the

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Speaker 3: K pop has become a very virable factor global and

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Speaker 3: is spread very widely. So it's becoming you know, I've

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Speaker 3: started very recently because it's becoming a catalyst, you know,

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Speaker 3: to meet my global audience. It's become a middle point

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Speaker 3: for me and my global audience meet together and share

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Speaker 3: things together and feel and share the feelings together. That's why,

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Speaker 3: you know, if you see bts B, people who love

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Speaker 3: ETSB can watch my show and we can share the

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Speaker 3: you know that that that that feelings together. But before

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Speaker 3: it wasn't like that because because a lot oftentimes lots

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Speaker 3: of the idols, because you know, those are the individuals

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Speaker 3: who are idolized by so many, so they have this

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Speaker 3: fixated notion that I have to uh act this way,

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Speaker 3: I have to be this way in a very restricted way.

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Speaker 3: So whatever they do on the show didn't look natural.

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Speaker 3: It wasn't you know. They were restricted in a way

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Speaker 3: that I have to look pretty, I have to look

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Speaker 3: attractive or cool. Uh. That wasn't something that you know

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Speaker 3: comes comes natural in real life. But as I mentioned

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Speaker 3: earlier during my panel, it changed dramatically recently. You know

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Speaker 3: this generation, the young people, their main job is main job,

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Speaker 3: that's what they do. But at the same time, in

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Speaker 3: their daily life, they want to show how they actually are.

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Speaker 3: I felt that's a very attractive and charming thing about them.

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Speaker 3: So that's how how I started working with them more often.

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Speaker 3: In my recent shows.

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Speaker 4: Time is in they them thim.

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Speaker 5: That's a let's start okay concept, observe you mein Kris Shumi, che.

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Speaker 4: Came, Haraz Got Young yor Chalence, Hung Su Style and

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Speaker 4: King talents from Pan.

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Speaker 5: And many.

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Speaker 3: Another thing is that we don't give them a fixated situation.

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Speaker 3: Of course, I mean it depends on which genre you

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Speaker 3: are actually looking into. How well, for if you put

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Speaker 3: like two people like, oh this is a dating situation, Okay,

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Speaker 3: go and do whatever you want to do. If it's

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Speaker 3: a fixated genre of fixated timeframe, they will act a

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Speaker 3: certain way, maybe for ten minutes or twenty minutes and

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Speaker 3: then you know they will come back to their natural

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Speaker 3: self afterwards. But if the film is going on for

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Speaker 3: ten days, of course there will act certain ways to

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Speaker 3: be a little bit more, you know, to show their

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Speaker 3: better self. But after that time period is over, the

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Speaker 3: natural self will automatically will come out. And I think

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Speaker 3: the best part of the know how, the key know

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Speaker 3: how of the Korean variety show, producers of Korean varieties

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Speaker 3: or production team in general, is that we know how

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Speaker 3: to take that out in a very efficient way.

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Speaker 1: That's the key that's producing I gotcha. Yeah, I have seen.

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Speaker 1: I remember one of the first shows Korean unscripted shows

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Speaker 1: that became a global hit, Grandpa over Flowers and NBC

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Speaker 1: version of the show with Henry Winkler and others, and

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Speaker 1: I watched I found Grandpa over Flowers and I watched

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Speaker 1: it with Korean subtitles I believe on KBS because it

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Speaker 1: comes here and a very fun show, very fun show.

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Speaker 1: How did you feel? How did you feel to have

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Speaker 1: your that format redone by NBC a few years ago?

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Speaker 1: What was that like for you?

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Speaker 5: Such a.

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Speaker 3: I actually had a real conversation with my friend.

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Speaker 5: Over that issue. Better rate than never run. Yes, that's

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Speaker 5: what it was called. I couldn't think of the name

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Speaker 5: good tea that was not can the sitcom script? Gimme

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Speaker 5: it throws off again.

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Speaker 3: But after we sold the rights to NBC and they

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Speaker 3: made the content and they sent the first episode back

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Speaker 3: to me for review. Honestly speaking, I was kind of

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Speaker 3: surprised to see it because I thought it was more

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Speaker 3: heavily reality basio like what I made. However, my first

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Speaker 3: impression after watching the first episode was it was more

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Speaker 3: like a sitcom, like scripted sitcom content. That was my

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Speaker 3: first impression.

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Speaker 4: And so, oh, don't get you going a balance an

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Speaker 4: what's that could? Was instain So then you're gonna okay,

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Speaker 4: you've done okay, could get control and they.

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Speaker 3: Oh as.

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Speaker 5: Running. Guess I should?

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Speaker 3: I was kind of in a dilemma like number one,

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Speaker 3: should I have suggested them to maybe change more into

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Speaker 3: the authentic Korean way and you know, go to the direction,

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Speaker 3: guide them to go to the direction or second all,

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Speaker 3: maybe I thought about it again, Okay, maybe you know

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Speaker 3: they are targeting the U S audience. Maybe they want

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Speaker 3: to put the situation in the U S audience issues

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Speaker 3: and so that they could better reflect the taste of

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Speaker 3: the US audience. I wasn't really sure. I was very

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Speaker 3: pondering upon, you know, what I should do, which you know,

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Speaker 3: direction I should take. I'm still actually you're not sure

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Speaker 3: what I should have done. You know what was the

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Speaker 3: right answer? Wrong answer? There is no right or wrong answer.

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Speaker 3: But I decided to give them autonomy because you know,

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Speaker 3: they are producing, and they are the owner, they have

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Speaker 3: the ownership of the production. But up until now, I'm

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Speaker 3: kind of curious what the US audience would have thought.

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Speaker 3: You know what the reviewer feedback about that actual show

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Speaker 3: after they watch.

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Speaker 5: Us weliam and could but scripted? Could what? I?

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Speaker 3: Then?

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Speaker 5: I told and you might get John dau.

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Speaker 3: Because those old gentlemen, they were so cute, They were

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Speaker 3: so charming. I mean, even though I felt that it

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Speaker 3: was like a more scripted, heavily scripted that I had

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Speaker 3: expected it to be, but I could see that they

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Speaker 3: were very you know, career heavy individuals with lots of

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Speaker 3: charming points and attractiveness. So I wanted to put them

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Speaker 3: into my lens and see how I can further uh

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Speaker 3: feature them in a better way in my way. So

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Speaker 3: you know, that was the thing that I had in

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Speaker 3: my mind and I understand.

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Speaker 1: I spoke with Steve Chung this morning and he mentioned

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Speaker 1: that CJ's goal is to go into other markets and

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Speaker 1: produce the format, but have CJ involved, having producers, yourself involved.

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Speaker 1: Is that? Is that something that you are looking forward

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Speaker 1: to is being able to produced a Japanese or an

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Speaker 1: American version, but have c J more control over the production.

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Speaker 3: Here standing all still talking about you. Wanted to how

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Speaker 3: I standing it? In two? She said, you repeating and

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Speaker 3: even producing the Well he isn't. I'm going to do.

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Speaker 3: What does she get? She would someone to get that

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Speaker 3: watching the.

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Speaker 5: Case by case.

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Speaker 3: It depends. I guess, uh.

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Speaker 5: So, good day, NBC. They bar then never there NBC

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Speaker 5: it I'm going, how did I.

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Speaker 3: The reason I respected an honor in business decision to

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Speaker 3: create their content in a US way or more you know,

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Speaker 3: US audience focused way is because you know, I acknowledge

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Speaker 3: that there is a difference or distinctiveness between the Korean

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Speaker 3: way and the US way American way.

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Speaker 5: You could get sugar, but I would say.

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Speaker 3: That world devolved significantly comparing it.

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Speaker 1: Back then in just a short number of years.

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Speaker 7: B C, A, D guys people Netflix, Netflix, So so

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Speaker 7: I would say if someone writes a textbo In ten years,

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Speaker 7: you know, I think there will be an area of

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Speaker 7: before Netflix and after Netflix, there will be another definition

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Speaker 7: of our ages, the era of TV.

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Speaker 5: And TV content Netflix public boden handas content Ciga.

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Speaker 3: I think it goes the same with the U S situation.

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Speaker 3: I mean, the TV era is almost over and we're

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Speaker 3: moving towards the streaming era. And I mean it's it's

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Speaker 3: no news that everyone is watching the same content and

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Speaker 3: people don't look at it like, oh my gosh, it's strange.

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Speaker 3: It's not that. It's not that like that anymore. I

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Speaker 3: mean the Netflix is dominating and they are uniting the

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Speaker 3: content to rule and content kingdom.

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Speaker 4: I would says in the Mexicle with Segundo, and.

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Speaker 5: They know what the ski game is.

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Speaker 4: They are all around, they are from all around the world,

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Speaker 4: and they know one contented skit game.

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Speaker 5: You'll tell you, how is it possible that you know

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Speaker 5: it is agam a? How do I content sugar? I

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Speaker 5: content cica wouldn't do.

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Speaker 3: When I was filming Genie's Kitchen back in Mexico, I

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Speaker 3: was very pleasantly surprised that people from all over the

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Speaker 3: world they knew about squeak game. I mean, how is

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Speaker 3: it possible? It was very unimaginable, like you know, a

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Speaker 3: few years ago, but now people are looking at the

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Speaker 3: same thing. I mean before it was more locally oriented.

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Speaker 3: I mean it has to suit the local needs and

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Speaker 3: su the local taste. But it's not that's not true anymore.

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Speaker 3: It's going global and everybody is what in the same

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Speaker 3: content and enjoying the same content and share the feelings

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Speaker 3: at the same time.

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Speaker 5: Since the dominant temperant contents and the only owner.

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Speaker 3: So if if we think about that, we don't have

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Speaker 3: to customize our content to each country as a circumstances

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Speaker 3: or situation. I mean, we don't have to think about,

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Speaker 3: you know, customize the taste for specific to each nation.

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Speaker 3: I mean, we can have a universal content that could

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Speaker 3: actually satisfy and be enjoyed by the public or the

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Speaker 3: viewers and all over the world. If that's the case,

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Speaker 3: I will be the one that takes the initiative and

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Speaker 3: that leads that trend.

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Speaker 1: Okay, Matt, my last, my last question for you, how

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Speaker 1: did you get started as a producer? What how did

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Speaker 1: you begin your career as a producer?

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Speaker 3: Session we take an entrance exam to a broadcasting station

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Speaker 3: just like you take.

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Speaker 5: And sure good, then younger club could your head? Well,

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Speaker 5: you want to get to chu.

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Speaker 3: I was part of a drama club back in my

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Speaker 3: university days, and I found it very attractive. Was really fun,

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Speaker 3: like creating some content and showing it to my audience.

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Speaker 3: That was really exciting. So I thought, Okay, this is

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Speaker 3: gonna be my career that path from that point on.

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Speaker 3: So I started looking into the the film industry a

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Speaker 3: little bit, and then I naturally came into this TV industry.

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Speaker 1: Did you did you love television as a child? Did

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Speaker 1: you grow up watching television?

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Speaker 5: Mm hmm, actually.

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Speaker 4: Balloon checked TV, the choice manson and the yeah, scripted,

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Speaker 4: the non scripted, the TV or t T whatever the

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Speaker 4: cinema cabot.

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Speaker 5: Has your.

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Speaker 3: Taking. During my childhood, I love reading books rather than

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Speaker 3: watching heavy I mean doing a BINGI watching or TV

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Speaker 3: or anything like that, whether it's a scripture or non

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Speaker 3: script content, or TV or big screen cinema. I think

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Speaker 3: the most important factor is storytelling, how the storytelling unfolds.

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Speaker 3: But anyways, my basic point was I was a good reader.

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Speaker 5: Actually comic book.

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Speaker 1: The start of many great things, producer, not thank you

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Speaker 1: for your time. Thanks for listening. Be sure to leave

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Speaker 1: us a review at Apple Podcasts and Amazon Music. We

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Speaker 1: love to hear from listeners. Please go to Variety dot

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Speaker 1: com and sign up for the freeweekly Strictly Business newsletter,

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Speaker 1: and don't forget to tune in next week for another

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Speaker 1: episode of Strictly Business