In a recently released video on her personal YouTube channel, veteran South Korean actress Kang Ye Won shared an intimate and professional retrospective regarding her foray into the influencer management industry. The video, titled "I invited the second Karina Kwon Eun Ji to my home," served as a platform for Kang to discuss the origins of her agency, Hyowon CNC, her pivotal role in the meteoric rise of breakout star Freezia (Song Ji A), and the current state of their relationship following a high-profile public controversy. This rare glimpse into the behind-the-scenes mechanics of Korean talent management sheds light on the complexities of the creator economy and the personal toll of managing public-facing figures in an era of intense digital scrutiny.
The Genesis of an Agency: From Actress to CEO
Kang Ye Won’s transition from a respected actress to a talent manager was born out of professional frustration rather than a predetermined career shift. During the YouTube broadcast, Kang detailed an incident that occurred nearly a decade ago which served as the primary catalyst for her business venture. Approximately nine years ago, Kang ventured into the health and wellness sector by developing a nutritional supplement. As part of her marketing strategy, she attempted to collaborate with established influencers to promote the product.
However, the experience proved to be a significant hurdle. Kang recounted how she was met with "high-handed" behavior from the influencers she approached. She noted that many failed to respond to her inquiries for over a month, even after receiving product samples. This lack of professional communication and the perceived arrogance of the then-nascent influencer class deeply affected her. Realizing that she lacked leverage and direct communication channels with the digital marketing world, Kang decided to establish her own management network. Her goal was to create a bridge between brands and creators that prioritized professional ethics and direct communication. This led to the formation of Hyowon CNC, an agency that would eventually represent high-profile names such as Freezia, Park Ji Hyun, Imvely, and Kang Hee Jae.
Identifying Potential: The Discovery of Song Ji A
One of the most successful yet complicated chapters of Kang’s management career involves Song Ji A, known globally as Freezia. Kang recalled their first meeting when Song was still a college student specializing in traditional Korean dance at Hanyang University. At the time, Song’s digital footprint was relatively modest, with approximately 30,000 followers on Instagram.
Kang noted that she was immediately struck by Song’s "unique and cute" appearance, combined with a "bubbly personality" that stood out in a saturated market. Recognizing a raw talent that could be polished for mainstream media, Kang signed Song to a five-year exclusive contract. This discovery highlights a broader trend in the South Korean entertainment industry where traditional talent agencies began shifting their focus toward "multi-hyphenate" creators—individuals who could bridge the gap between social media influence and traditional television entertainment.
The Road to Stardom: Strategy, Failures, and Intuition
The path to making Freezia a household name was not without significant setbacks. Kang Ye Won revealed that she took a hands-on approach to Song’s career, personally meeting with television producers and pitching her for various variety shows. The agency initially attempted to place their talent in established "reality dating" and "lifestyle" programs.
In one instance, Kang pitched both Park Ji Hyun and Song Ji A for the popular dating reality show Heart Signal. While Park Ji Hyun was successfully cast and went on to gain significant popularity through the program, Song Ji A was rejected. Following this, the agency attempted to secure a spot for Song on SNL Korea. However, this too ended in failure. During the audition process, the producers felt that Song lacked the necessary confidence and technical skill in acting required for the sketch comedy format.
Despite these rejections, Kang remained steadfast in her belief that Song’s personality was suited for a specific type of breakthrough. The turning point came when a producer from the SNL auditions introduced Kang to a new concept being developed by Netflix: a high-stakes dating reality show titled Single’s Inferno. Kang recounted that Song was initially hesitant to participate in the program. However, Kang used her professional intuition to strongly persuade her, sensing that the show’s format was the perfect vehicle for Song’s "young and rich" aesthetic and direct communication style. Single’s Inferno went on to become a global phenomenon, reaching the Netflix Top 10 in multiple countries and propelling Song Ji A to international stardom.
The Counterfeit Luxury Goods Controversy
The peak of Song Ji A’s fame was abruptly interrupted in early 2022 by a controversy that sent shockwaves through the Korean entertainment industry. Netizens began pointing out that many of the luxury fashion items Song wore on Single’s Inferno and her YouTube channel—including pieces from brands like Chanel and Dior—were counterfeit.
The backlash was severe, as Song’s public persona was heavily built on an image of effortless wealth and "high-teen" luxury. As the joint CEO of Hyowon CNC, Kang Ye Won also found herself in the line of fire. Critics questioned the agency’s oversight and accused them of "manufacturing" a false image for their talent to deceive the public and attract brand sponsorships. The controversy led to a period of "cancel culture" where Song deleted her social media posts, issued a formal apology, and entered a hiatus from the public eye.
In the YouTube video, Kang addressed this period with a degree of reserve. While she acknowledged the incident, she emphasized her desire to maintain mutual respect. "I have things to say about the incident, but I don’t want to publicize it," she stated, suggesting that the internal complexities of the situation were far more nuanced than what was reported in the media.
The Professional Split and Current Relationship
In 2023, following the expiration of her initial contract and the fallout from the controversy, Song Ji A and Hyowon CNC decided not to renew their exclusive agreement. Song subsequently signed with Sublime Artist Agency, a firm that manages various high-profile actors and idols.
Kang Ye Won candidly expressed her feelings regarding the split, admitting to a sense of disappointment and sadness. However, she framed the departure within the context of the industry’s natural evolution. "It’s natural for actors to change companies as part of their careers," she noted, adding that she believes "there’s a reason for everything."
Crucially, Kang used the video to dispel rumors of a permanent rift between the two. She revealed that they had spoken on the phone recently and emphasized that there is "absolutely no bad blood." Kang’s current stance is one of professional well-wishing, stating that she hopes Song achieves even greater success in her new chapter. "That way, I’ll do well too, and we’ll both succeed," she remarked, highlighting a pragmatic and mature approach to talent management.
Broader Implications for the Influencer Management Industry
The story of Kang Ye Won and Freezia serves as a case study for the modern Korean entertainment landscape. It illustrates several key shifts in how fame is cultivated and managed:
- The Rise of the "CEO-Actress": Kang Ye Won is part of a growing number of Korean celebrities who are diversifying their portfolios by moving into business and management. This trend allows veterans to leverage their industry connections and experience to shape the next generation of talent.
- The Fragility of the Influencer Image: The Freezia controversy highlighted the extreme scrutiny placed on "manufactured" personas. In the South Korean market, where authenticity and moral standing are highly valued, the gap between a curated social media image and reality can lead to swift professional consequences.
- The Power of Global Platforms: The role of Netflix in Song Ji A’s rise cannot be overstated. Traditional Korean broadcasting networks initially rejected her, but a global streaming platform provided the niche environment where her specific brand of "Gen Z" confidence could flourish.
- The Evolution of Talent Contracts: The transition of Song Ji A from a boutique agency like Hyowon CNC to a larger, more traditional management firm like Sublime suggests a maturing of the influencer career path. As digital creators reach the level of traditional celebrities, they increasingly require the infrastructure of established entertainment agencies.
Conclusion
Kang Ye Won’s reflections provide a rare look at the human and business elements behind the headlines. Her journey from a frustrated entrepreneur to the mentor of one of Korea’s most talked-about digital figures underscores the volatile nature of modern fame. By maintaining a relationship of mutual respect with Song Ji A despite the professional and public hurdles they faced together, Kang demonstrates a resilient approach to leadership in an industry often defined by fleeting trends and intense public pressure. As both women move forward in their respective careers, their shared history remains a definitive chapter in the story of South Korea’s evolving media ecosystem.