Have you heard of DAEHAK NAEIL? Founded by Kim Young-hoon at the young age of 29, DAEHAK NAEIL is a campus media, as well as a dynamic marketing and content, group with significant influence among university students. It became the “dream workplace” for those aspiring to pursue careers in content creation. Let's learn more about Kim Young-hoon, who graduated from Chung-Ang University's Department of Korean Language and Literature and has a deep commitment to, and support for, university students and young professionals in society.

# Starting the Interview

1. Hello, please introduce yourself to the students of Chung-Ang University.

I graduated from Chung-Ang University with a major in Korean Language and Literature in the class of ‘90. In 1999, I founded DAEHAK NAEIL where I am currently serving as the CEO. My ultimate goal is to work towards creating a sustainable and happy community. I'm Kim Young-hoon, nice to meet you.

2. I'm curious if you were proactive during your student days, such as participating in tuition protests or holding positions like department representative, or president of the student council.

I hadn't really taken on any leadership roles up until high school. However, when I came to university, my friends recommended that I run for department representative, and I did. Following that, I ran for and became the president of the department student council, and later, I even participated in and was elected as vice president of the school student council. Until I entered university, I didn't realize I had that aspect in me, but during my university years, I discovered my competitive side and the ability to engage with people actively in leadership roles.

3. What is your most memorable experience during your university years?

I was heavily involved in student council activities, so those memories stand out a lot. However, even more vivid memories are from my time with my girlfriend, who is now my wife. I was secretly dating a junior from my department during that time, and that experience was the most memorable one for me.

# As the CEO of DAEHAK NAEIL

4. What was the original purpose when founding DAEHAK NAEIL magazine, and has that purpose remained the same after 25 years?

At the time of its founding, I had a desire to provide meaningful and entertaining content for individuals in their twenties. Additionally, I felt the need to create jobs for myself. With these thoughts in mind, I established DAEHAK NAEIL. Even after 25 years, our focus remains on creating content that connects with individuals in their twenties and society. Furthermore, the member of DAEHAK NAEIL, ES (which stands for 'ecosystem') which initially started with just three members, has grown to around 520 members. We continue to create job opportunities for young individuals to work together, and in a way, I believe our initial intentions haven't significantly changed.

5. You founded Daehak Naeil at a young age. Were there any challenges you faced during that process, and if so, how did you overcome them?

At that time, there were quite a few individuals interested in media and content creation, aspiring to be journalists and such. However, for a media venture to sustain itself, it needs advertising revenue. Finding people who were willing to work hard on securing advertising support was relatively rare, and the same held true for DAEHAK NAEIL. Therefore, before launching the first issue of DAEHAK NAEIL, I visited around 500 companies, seeking their support and persuading them to advertise with us. So, based on the trust we established at the time, we have been able to manage the magazine without running a deficit since its inception. While attracting advertising was the most challenging aspect initially, we managed to achieve favorable outcomes through the aforementioned process, and I believe it's why we've been able to publish the DAEHAK NAEIL for the past 20 years.

6. I wonder about the criteria you use when selecting individuals in their twenties for interviews as part of Daehak Naeil’s content.

We typically start by choosing people who are appealing to those in their twenties. Then, we consider what kind of message the selected person can convey to that demographic. We thoroughly examine how that message can resonate with today’s younger generation in different situations while making our decisions about interview subjects.

7. I'm curious about how you, as a corporate executive, bridge the gap with your anticipated readers, who are university students. How do you manage to evoke empathy from the younger generation?

It might be a bit embarrassing question, but since I no longer directly experience life as someone in their twenties, I receive tutoring from our "Carreet" team and members of our "20s Research Institute" who are actively studying and understanding the lives of those in their twenties. I make an effort to set aside time at least once a week to engage in discussions with them and share their thoughts and experiences regarding people in their twenties.

8. As someone from Gen X, I wonder about your thoughts on the MZ or Z generation (those born between 1996 and 2000) as it's commonly referred to these days

Firstly, I see them as a generation that actively pursues their own happiness and strives to live authentically rather than conforming to societal norms. Another aspect is their constant pursuit of growth. What used to have long-lasting societal relevance in the past may no longer be the case, given the rapid pace of change. Therefore, this generation must continuously adapt and evolve to remain relevant in society. Thirdly, they seem to be exposed to a multitude of phenomena. Due to this, in an environment where it's challenging to delve deeply into one thing, individuals who can look beyond the surface and understand the essence might gain more recognition in the world.

9. Were there any experiences during your university years that directly influenced the founding of DAEHAK NAEIL? If so, what were they?

Certainly, my involvement in student council activities, where I engaged in debates and listened to various opinions, played a significant role. It was during this time that I discovered my strong communication skills and realized that I had a knack for interacting with people. This eventually led me into the field of B2B (business to business) sales. Through these passionate experiences, I found my strengths and attributes, which have been invaluable in my current work. Moreover, whether it's marketing, leadership, or sales, they all share the common essence of understanding and moving people, which isn't fundamentally different from the role of a student council leader.

10. Can you tell me about the process of expanding from an initial university magazine to your current role in various business fields like marketing and promotion, evolving into a comprehensive advertising agency?

It wasn't necessarily a planned expansion, but rather a result of our efforts to understand the needs of individuals in their twenties. As we worked towards connecting with and understanding this demographic, we began handling projects from companies that wanted to engage with the younger generation. This gradually became a part of our marketing solutions. Companies often require a variety of solutions when it comes to marketing, and we leveraged the strengths of DAEHAK NAEIL to expand our suite of services, evolving into a comprehensive advertising agency. We have continually strived to solve customer problems in the market and simultaneously made efforts to understand the needs of those in their twenties. These efforts, combined with the desire to create more job opportunities and chances for young people, have contributed to our company's growth. Moreover, as a company that has grown alongside the needs of the younger generation, we see it as our mission to continue expanding and creating opportunities for individuals in their twenties. While I can't say exactly how far we will expand, we are committed to further growth based on this mission.

11. DAEHAK NAEIL is known as the "dream workplace" for many students due to its competitive salary and excellent benefits. Are there any unique benefits or perks that set Daehak Naeil apart from other advertising agencies?

In our company, there is a phrase that goes, "My salary is not given by the company, but earned by me." Benefits and perks are not something I provide. My role is to decide how to use what we earn. The most important thing in this regard is firstly to provide income to the members who have worked hard and sweated for it. Secondly, since we are an employee-owned company, we distribute dividends to the shareholder members who are also our employees. Thirdly, we have created a non-profit organization for those in their twenties, funded by a portion of our short-term profits. We use around 10% of it for social dividends and for the benefit of those in their twenties. So, instead of saying I provide, we engage in discussions on how to best use the results we have created together.

12. DAEHAK NAEIL is currently operated as one of the few employee-owned companies. What was the reason for this decision?

It's difficult to have an owner's mindset when you're not the owner. In our philosophy, we have the idea that "you have to be an owner to have an owner's mindset." So, I think giving ownership is the best way to truly create owners. Giving shares includes the rights to profit distribution and decision-making. I own roughly 10%, and the remaining members hold 90%. That means the members have the authority to replace me at any time if they feel that I am not doing a proper job. So, to create real owners, they need to have ownership and take responsibility and obligations. We choose to grow not just in terms of duties but also financially. We introduced this system to create genuine owners.

13. Among the various content offered by "DAEHAK NAEIL," what is your favorite?

Among the content that has been around at DAEHAK NAEIL for a long time, I have a special affection for our essays. For example, essays that people in their 20s who are in a similar situation as us have written about our lives. I think such essays have a lasting impact. If you look at DAEHAK NAEIL readers, they have resonated with these essays during their university days. And before essays, there were student discussions and content like that. So, content that reflects our lives, written from our perspective, is what I like, and I think our readers like it too.

14. In 2019, DAEHAK NAEIL decided to take a break from publication and resumed in 2023. Can you tell us the reasons behind this decision?

We had a lot of concerns about the vessel that carries the content. We wondered if this format of creating content was really suitable for the times. So, we decided to take a hiatus and made a change by creating a media outlet called "Carreet" to better understand and connect with those in their twenties, and to improve our capabilities. Luckily, after our decision to take a hiatus, the COVID-19 pandemic struck. There were no students on campus. So, I think we were somewhat fortunate. So, moving forward, whatever content is needed to connect with today’s youth, we will continue to explore and make efforts to create it.

15. DAEHAK NAEIL is famous for having actual university students as cover models. Can you tell us the criteria for selecting cover models?

The parties involved say they have a feeling they want to capture for that month. For example, in August, it's hot, so they want to convey a sense of freshness. So, they select applicants who match that feeling. In winter, it's cold, so they want to convey a bit of warmth. So, they choose models who fit that warm image. That's how they seem to select people among the applicants.

16. What direction do you hope to see DAEHAK NAEIL grow in?

DAEHAK NAEIL has a dream as a company. It's called DAEHAK NAEIL ES. Here, the "ES" stands for ecosystem, meaning that all the constituent organizations of our DAEHAK NAEIL are part of an ecosystem. The characteristic of an ecosystem is that it is historically or simultaneously connected with the past, present, and future, and it has diversity connected contemporaneously. For example, fallen leaves pile up and become compost, which becomes the foundation of the present, and the current leaves fall and become the future nutrients. Like this, when you connect the diversity that exists simultaneously, it creates good values. All individuality in the world can be fully expressed and connected, creating a happy ecosystem. Therefore, when anyone encounters DAEHAK NAEIL ES, they should have an experience of benefiting from it and gaining an understanding of how to grow while contributing to a healthy community. I want to develop DAEHAK NAEIL into a unique company that offers this experience.

# Ending the Interview

17. How did your experiences at Chung-Ang University contribute to shaping who you are today?

As I mentioned briefly earlier, my experiences at Chung-Ang University allowed me to discover myself. I was able to find my strengths through various experiences such as participating in student organizations. Chung-Ang University's seniors also provided me with a lot of guidance on the path I should take.

18. What does the perfect holiday look like for you?

I have a hobby of gardening in my small garden. Usually, I engage in a lot of mental labor. However, gardening is physical labor. I enjoy working physically as a hobby. So, working in the garden, breaking a sweat, coming home, taking a shower, and having a cold can of beer is the best for me.

19. How would you like to be remembered as an individual, apart from being the CEO?

I believe in not just advocating for values but also putting them into practice. When I was in school, my involvement in student organizations was about thinking about how we could make students' lives better. Even now, we are focused not just on our individual well-being but also on building a healthy corporate complex, a community, and an ecosystem. So, I hope to be remembered as someone who aims to create a sustainable and happy community.

20. Finally, could you please offer a word of encouragement to Chung-Ang University students who are striving toward their dreams?

What is the dream of a seed? It's probably to sprout. What about the dream of this sprout? It's probably to grow and mature. So, what is the dream of a mature tree? It's probably to bear good fruit. And what is the dream of this fruit? It's probably to leave behind good seeds that can be put to good use. In that sense, in a way, the dream of winter might be spring, the dream of spring might be summer, and the dream of summer might be autumn, or it could be the other way around. So, in a way, everyone in the world could be the dream of someone else. That's why it's important to work towards realizing your own dreams. I hope you live a life where you can achieve your dreams while constantly progressing and growing as individuals.

Through this interview, we were able to gain insight into the life journey and values of Kim Young-hoon. It's not just the fact that he is the founder and CEO of DAEHAK NAEIL that makes him remarkable; it's also his dedication to doing his best for university students and his ability to convey a comprehensive perspective gained through various experiences and encounters. As the leader of a company and the representative of young people through DAEHAK NAEIL, he has bridged the gap and fostered empathy. We hope to learn from his positive influence and strive to narrow the gap between the two.