SEOUL, SOUTH KOREA – I’m from Asia — where the sun rises first, where mornings begin earliest. A continent of vast lands, countless cultures, and billions of stories.
And I’m from Korea — the land of BTS and BLACKPINK, the home of K-dramas, K-films, K-beauty, and now even K-Pop Demon Hunters. The birthplace of that mysterious “K-something” that’s swept the world into a fever. I live and work in Seoul — a city that never sleeps.
A place of 24-hour convenience stores, neon-lit alleys, and streets safe even at midnight. I’m one of the night owls in an ad agency that keeps the city glowing after hours. When I was first invited to join ONE Asia 2025 in Seoul as a jury member, I felt both thrilled and humbled.
A part of me whispered, “It’s not my time yet.” I still dream of winning more trophies before judging others. But through this journey — and through the passionate people I met along the way — I fell even more deeply in love with this creative industry.
Day 1 began with a simple dinner in Itaewon, perhaps the most multicultural corner of Seoul. Creative legends from around the world — beyond Asia — gathered as judges. We shared small talk, laughter, and cautious curiosity. At first, there was polite awkwardness, but curiosity soon replaced distance. By the end of the night, the air buzzed with accents, stories, and creative energy.
Day 2 marked the start of serious judging. We revisited the campaigns we’d seen online and voted again, side by side. Some ideas made us laugh; others left us quiet, even teary.
When we encountered works from unfamiliar cultures, judges from those regions stepped in to explain the context. Their insights changed how we saw the work. What once felt distant suddenly became layered and powerful. That was when I realized ONE Asia isn’t just an award — it’s a space where cultures and ideas meet. By the time we finished, night had fallen. My eyes were tired, but my heart was full.
Day 3 was the true finale — the Champions League of creativity. The room was tense at first, but a few light jokes broke the ice. Most finalists were crafted with excellence. But the real difference between good and great was category fit — how well each idea captured creativity within its category.
The debate grew fierce. Judges who’d calmly explained cultural nuances the day before transformed into passionate advocates for the work they loved. I, too, defended my favorite campaigns with sincerity — even though they weren’t mine. Some works gained new attention; others were placed a little lower. After several rounds of discussion and voting, Panels A, B, and C gathered for the final round — to decide this year’s Best of Show. Each judge briefly shared why their choice deserved the top honor. Finally, one campaign stood above the rest: Best of Show 2025 (TBA soon!).
That night, at the after-party, creative professionals from across Seoul joined us. Some talked about the work. Some about their own projects. Some about the future of creativity — or the spiciness of Korean food. Languages and laughter mixed freely, and somehow, it all felt natural.
In that moment, I realized something simple and true: These differences — complex, colorful, and alive — are the real strength of Asia.
And all of my work — advertising, communication, creativity — is ultimately about one thing: connecting these differences between people.
About The Writer
Wanny Lim is a copywriter and creative strategist at PTKOREA, a subsidiary of Cheil Worldwide and the Korean office of Cheil Pengtai in China. He began at a local agency, grew through digital, and refined his craft at IPG agencies Weber Shandwick and McCann Health.
At PTKOREA, he leads creative work for brands like Samsung Electronics and Coca-Cola. His ideas have been recognized by the New York Festival, Spikes Asia, MAD STARS, and the Effie Awards. He believes creativity should stay curious and human, even in the age of AI.
Outside work, he enjoys quiet weekends in nature with his wife, watching films by great directors, or writing songs as an indie singer-songwriter. His goal remains simple: to create work that surprises the world.
