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TikTok Korea GM: Brand Marketing Must Capture User Attention, Not Just Reach
🇰🇷 South Korea /Economy & Trade

TikTok Korea GM: Brand Marketing Must Capture User Attention, Not Just Reach

From Chosun Ilbo · () Korean

Translated from Korean, summarized and contextualized by DistantNews.

At a glance

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  • TikTok Korea's General Manager for Global Business Solutions, Shiqi Wu, stated that brand marketing is shifting from mere ad reach to user attention and engagement.
  • Wu highlighted TikTok's role in driving purchases through user interest and participation during the 'TikTok CxO Circle 2026' event.
  • The focus is on creating content that captures user attention and encourages interaction, moving beyond traditional advertising metrics.

Shiqi Wu, General Manager for Global Business Solutions at TikTok Korea, emphasized a significant shift in brand marketing strategies. He stated that the focus is moving beyond simply achieving broad ad reach towards capturing user attention and fostering engagement. Wu explained that this approach is crucial for driving consumer interest and ultimately, purchases.

Speaking at the 'TikTok CxO Circle 2026' event held in Seoul, Wu highlighted how platforms like TikTok are instrumental in this new marketing paradigm. The success of trends like 'Gochujang Butter Pasta' on TikTok demonstrates the platform's power to generate buzz and participation, which directly translates into consumer interest and buying behavior.

The core of brand marketing is shifting towards securing user attention and participation, moving beyond mere ad reach.

— Shiqi WuDuring the 'TikTok CxO Circle 2026' event in Seoul, explaining the evolution of brand marketing strategies.

Wu's remarks underscore TikTok's evolving role as a marketing powerhouse. The platform aims to be a space where consumers are not just exposed to advertisements but are actively drawn in and encouraged to interact. This user-centric approach, driven by attention and participation, is presented as the key to effective brand marketing in the current digital landscape.

Where consumers lean in, TikTok.

— Shiqi WuDescribing TikTok's role in capturing consumer attention.
DistantNews Editorial

Originally published by Chosun Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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