From Aotearoa to Seoul: intern explores South Korea’s creative industry

Anna (middle) with Xanthe (left) and their colleague from CJ Cultural Foundatiuon, Bomi, outside the CJENM studios

I have always been drawn to Asia –the Culture, creativity, global influence, and everything in between. So, when I saw the opportunity of interning at CJ Cultural Foundation in South Korea, I knew instantly I had to apply.

As someone with a background in marketing, international business, and interested in the creative industries, I knew this intersection of creativity and commerce was exactly where I wanted to be.

I was craving real-world experience in a global setting, eager to push my boundaries and dive headfirst into a culture I had admired from afar. Korea was the perfect place to do just so.

Anna outside the CJ office in Seoul where she and Xanthe were based for the duration of their internships

What I did not expect was how much this experience would challenge my perspective, both professionally and personally.

CJ Cultural Foundation are a corporate social responsibility arm of the CJ Group, which is a global conglomerate founded in South Korea.

It did not take me long to realize that CJ was behind much of the Korean content I had been consuming in New Zealand. That discovery made the experience even more exciting—witnessing firsthand how CJ plays such a major role in shaping and expanding the global reach of Korean cultural exports.

My project was to research the global music industry. Specifically, to explore entry strategies for South Korea’s emerging independent musicians.

I researched how these talented musicians could build sustainable careers in foreign markets by leveraging key industry connections, performance opportunities, and analysing case studies of other successful artists.

Anna presenting her final research project to her team at CJ Cultural Foundation

The internship was structured as a hybrid experience: four weeks online in New Zealand, followed by three weeks in person in Seoul.

The online portion was a great way to get familiar with CJ and my project. However, nothing could compare to travelling to South Korea, being in the office, working alongside colleagues, and experiencing the fast-paced energy of Korea’s entertainment sector firsthand.

I’ll admit, stepping into the CJ office for the first time was breathtaking. It wasn’t just an office —it had a supermarket inside, multiple restaurants, cafes, and even a beauty store showcasing CJ’s diverse product lines. Prior to this, my only connection had been through Zoom calls from New Zealand, so this was a whole new world to me, and one I was excited to take on.

My initial nerves quickly faded as I was warmly welcomed by the CJ team. My colleagues made a genuine effort to include me and my fellow intern Xanthe. Their hospitality, combined with my growing confidence, made adapting to the new international environment a rewarding challenge.

What stood out the most was how different it felt to work in a Korean environment. The efficiency, the hierarchy, the unspoken rules—all of it was new and a big change from New Zealand's laid back culture.

The special part of working among locals was the insider experience they provided for us culturally.

My colleagues at CJ Foundation did not just introduce me to their way of working—they showed me the best spots to eat, explained cultural nuances, and gave me a deeper understanding of why things are done the way they are. Meaning I was not only able to see Seoul, I could understand it.

The Seoul neighbourhood of Euljiro, where Anna and Xanthe initially stayed on their first day in Seoul

One of the most exciting aspects of our internship was the hands-on exposure to Korea’s entertainment industry.

Xanthe and I had the chance to experience Korea’s creative process from start to finish. We attended recording sessions for up-and-coming musicians, toured CJ ENM studio centers (the birthplace to countless famous K-dramas), and even sat in on live K-pop concerts.

Everything I saw was meticulously crafted, calculated and built for longevity.

Outside the office, Seoul was an adventure waiting to unfold. Despite arriving during the coldest week of the year, the city's energy was enough to keep us moving.

Anna's favourite installation at Leeum Museum of Art

Xanthe and I were based in Euljiro, a trendy neighborhood in the central city—granting me access to both the modern and traditional sides to Seoul. From local markets to innovative galleries, I was on a mission to soak up everything Seoul had to offer. Therefore, every day was exciting and brought new adventures.

Some of my favorite experiences included exploring the Leeum Museum of Art, wandering through the royal palaces, and, without a doubt, indulging in the incredible food markets scattered across the city—hands down some of the best food I’ve ever had!

Visiting markets and induging in some of South Korea's incredible local food was a highlight of Anna's time in Seoul

If you’re considering an internship with Asia New Zealand Foundation, my advice is simple: Go for it! This opportunity has been one of the most rewarding experiences of my life, and I would highly recommend it to anyone looking to step outside their comfort zone, expand their career and cultural horizons. I am extremely grateful for this opportunity and I would do it again in an instance if I had the chance.

The Foundation's Business Programme supports New Zealand companies to better understand Asia so they can make the most of opportunities in the region. It also supports to grow the next generation of Asia-savvy business leaders.

Our internship programme helps interns build a better understanding of the people, place and culture of their Asian host country, while developing industry-specific skills that will benefit them as they progress in their careers.