Park Seong-hye

Park Seong-hye (; born 1970) is a South Korean entertainment executive, planner, and producer. She began her career as an actor manager and later became the CEO of KeyEast. After retiring from KeyEast in November, 2023,

In the early 1990s, Park managed actresses including Yum Jung-ah, Kim Hye-soo, and Jeon Do-yeon, establishing herself as a prominent manager in the industry. She is recognized for discovering and nurturing talents such as Ji Jin-hee, Hwang Jung-min, Im Soo-jung, Gong Hyo-jin, Yoon Jin-seo, Ha Jung-woo, and Gong Yoo. Park was also a founding member of the entertainment agency Sidus HQ and contributed significantly to its development into a leading company in the sector. She served as a Director at the Korea Entertainment Management Association from 2005 to 2008. She retired from her management career at the age of 38 for health reasons.

In 2011, Park established the drama production company Oh!BoyProject and later in 2016 became the CEO of Monster Union, a production company established by KBS. From 2018 to 2023, she held the position of CEO at KeyEast.

Early life and education Park Seong-hye was born in 1970 in Seoul. She has been a pop culture enthusiast since a young age. Her passion for pop music began in the third grade of elementary school, and she spent her time watching various dramas and award ceremonies on AFKN. As a child, she enjoyed seeing new stars emerge and read numerous books on the subject. "I was more interested in popular culture than studying," she said with a laugh. "Loving to read books has been a great help in managing actors. In high school, I was part of the broadcasting club, and in college, I was part of the film club. In middle school, I loved shows and attended many performances. Sometimes, there were dancers behind the singers, and there was one person who stood out as a great dancer. That person gradually became even better and started dancing right next to the singers. I thought, 'Wow, they finally succeeded. I had my eye on them...' There were people I admired like that, and that person was none other than of ."

In 2006, Park took the comprehensive exam for Hongik University. She took time out of her busy schedule to pursue a master's degree in Advertising and Public Relations at Hongik University Graduate School. In 2011, Park began pursuing a doctorate degree after completing a master's program.

Career Early career as manager After graduating, Park began her career at Nonno fashion company as a marketer. The company went bankrupt six months later, leaving her jobless. Subsequently, she opened a bar called "Alcohol Tank" in Hannam-dong, but it struggled financially. She was later recruited by Star Search, a management company under Saehan Media (Samsung Group), through a recommendation from her former team leader at Nonno. In 1994, Park was selected during the second round of open recruitment for Star Search, which represented actors such as Kim Hye-soo, Shin Eun-kyung, Lee Jae-ryong, Yoo Ho-jeong, Choi Min-sik, and Yum Jung-ah. Star Search typically hired graduates from top universities for their management team, but Park was an exception. I was able to meet "Ku-chong" Choi Min-sik, who casually asked if I had any coins in front of the coffee vending machine, and Shin Eun-kyung, a boyish resident at a general hospital who would go crazy like a child and focus on a game when she inadvertently glanced at the person sitting next to her while working. Even the innocent appearance of singer Lim Jae-beom, who ran between office partitions holding a toy rifle and making 'du-du-du' sounds." — Park Seong-hye, Women's Newspaper Interview she described Park's appearance in an interview as, "Wearing a studded leather jumper and a leather skirt, her hair was like Tina Turner's, and her makeup was like a chimera. Since this woman was my manager, I thought the company had lost its mind." At the time, Kim Hye-soo was already an established star, and Park worked as a 'rookie road manager' with a modest salary of 500,000 won. Her responsibilities included answering calls and accompanying Kim on film sets. However, Park did not drive, requiring Kim to drive herself. Initially, Kim was not fond of Park's working style, which created tension in their relationship. Park also mentioned that when choosing roles, Jeon tends to be attracted to characters that are relatable and likable on a human level.

After a few years, Star Search closed down. Park continued to work with Kim Hye-soo while also managing three new actors. She later joined IS 201, a company founded by shoemaker Esquire, which eventually went bankrupt. Park then became Jeon Do-yeon's personal manager and later reunited with Kim Hye-soo. In the early 2000s, Sidus HQ managed the popular K-pop group g.o.d in collaboration with Park Jin-young of JYP Entertainment. Cha Tae-hyun and Jun Ji-hyun.

In 2002, Sidus HQ separated itself from Sidus FnH (now Sidus Pictures) and established itself as an independent entertainment company. Park remained employed at Sidus HQ. That same year, notable actors such as Sol Kyeong-gu, Kim Seung-woo, Son Chang-min, Shin Min-a, Zo In-sung, Choi Ji-woo, Lee Eun-ju, and Han Jae-suk joined the company.

In 2004, Gong Hyo-jin, Kim Sun-a, Kim Soo-ro, Yum Jung-ah, Kim Sung-soo, and Gong Yoo joined the agency. Other actors who later joined the agency include Gye Seong-yong, Kim Gwang-il, Kim Min-kyo, Kim Ji-hye, Kim Hyo-joo, Park Yoon-hee, Park Jeong-hak, Son Tae-young, Danny Ahn, Yang Jin-woo, Ye Ji-won, Oh Joo-eun, Yoo Mi, Yoo Sun, Yoon Kye-sang, Yoon Jin-seo, Lee Hoon, Lee Ki-woo, Lee Mi-yeon, Lee Beom-soo, Lee Sa-bi, Lee Jong-hyuk, Lee Chung-ah, Im Soo-jung, Lim Jeong-eun, Lim Hyun-kyung, Lim Hyeong-jun, Jeon Jae-hyung, Jeong Lee-min, Jo Sang-ki, Jo Young-gyu, Zo In-sung, Jo Han-na, Choi Yun-young, Hong Kyung-in, and Hwang Jung-min. With over 50 members, it was the largest management company in Korea.

In 2005, Sidus HQ actively sought to expand their talent roster by signing several new artists. On April 8, they welcomed Song Hye-kyo, signing her to an exclusive 3-year contract worth 300 million won. Later, on May 20, they also signed exclusive three-year contracts with talent Han Go-eun and Jo Yoon-hee. Sung Yu-ri joined in june, and Kim Jung-hwa became a part of the agency in July after her contract with the former agency Dream Factory ended. Sidus HQ emerged as the top choice for many celebrities entering the free agent market in 2005. By August, about 70 stars, including top names like Jun Ji-hyun, Song Hye-kyo, Sung Yu-ri, Kim Hye-soo, Jeon Do-yeon, Jung Woo-sung, Jang Hyuk, and Zo In-sung, belonged to Sidus HQ. In December, Kim Seo-hyung also signed a three-year contract with the agency. In that same month, Kim Sung-hoon, who debuted in the 2003 film Madeleine, signed with SidusHQ and adopted the stage name Ha Jung-woo on their recommendation. Sidus HQ emerged as the top entertainment company in Korea, with their actors Kim Sun-a, Jeon Do-yeon, and Hwang Jung-min sweeping the 2005 year-end awards.

Voices of concern were growing due to the rapid and aggressive expansion of the management industry in 2005. In 2005, concerns were raised about the rapid and aggressive expansion of the management industry. Chungmuro producers were particularly dissatisfied with Sidus HQ, which had significant negotiating power with top stars. This led to criticism from producers who felt that Sidus HQ was leveraging actors to boost the management company's power excessively. However, some viewed Sidus HQ as a model for latecomer management companies to emulate.

In 2005, Park advanced to become the head of the management business division. Park's team included actors recognized for their acting skills, such as Hwang Jung-min, Im Soo-jung, Gong Hyo-jin, Yoon Jin-seo, Kim Sung-soo, Gong Yoo, Yum Jung-ah, and Ha Jung-woo.

Park advanced to become the head of the management business division and later in 2006 the content business division. Her duties included script reading, Her habit of extensive reading has honed her ability to evaluate scripts and scenarios effectively.

During Park's tenure as director of the content division, IHQ, the parent company, achieved a market capitalization exceeding 300 billion won.

As Sidus HQ's director, Park expressed her thoughts on her actors' appearances, stating, "When we say 'he/she has a good face,' it may mean that they are pretty and handsome to anyone, but the so-called face of an actor is a bit different. For example, in the case of Cho Seung-woo or Ji Jin-hee, their faces may not be handsome at first glance, but as you add some color, it seems like that color will come out, and their eyes are deep, suggesting that there is a lot they want to express. They seem to need space and to exude their own emotions. Whether it's Choi Min-soo's charisma or Park Hae-il's naturalness and confidence."

From 2008 to 2009, Park was listed as an advisory member of the Busan International Film Festival and a director of the Korea Entertainment Management Association. During her tenure at Sidus HQ, she handled hundreds of calls per day, managed her schedule, and interacted with a lineup of dozens of actors, conducting meetings with officials. She mentioned that the most challenging aspect was 'rejecting' people. Upon leaving for the United States, she declared, "I will never be a manager again!"

Additionally, Park wanted to explore new opportunities and learn about herself outside of the demanding world of talent management. During her time in Manhattan, New York, Park embraced new experiences, including learning to ride a bicycle, writing a blog, and pursuing bartending certification. She also discovered a passion for dancing. Her time abroad allowed her to gain a fresh perspective on life and explore her own interests beyond the pressures of her former career.

"We have something tender between us. Because we started together from the beginning. We were lacking in many ways, relied on each other a lot, fought together, and went through our youth together. It's still special to me." — Kim Hye-soo — about her relationship with Park Seong-hye (Biz Enter Interview) In response to public praise regarding actress Kim Hye-soo's romantic relationship, Park expressed about whether the praise was warranted, highlighting a prejudice that suggests all actresses prioritize careers over relationships. She explained that this is not the case, stating, "There are more actresses who don't have that preference."

Park discusses the rewards and challenges of being a manager. She expresses joy when new talents she managed gain recognition, but also speaks to the difficulties of having her thoughts misunderstood or distorted. She notes that in her field, 99% of the jobs involve rejection, and it pains her to turn away from the sincere eyes of people she knows.

Park stated, "During my time as a manager, I had the confidence that if I couldn't persuade the actor, I couldn't persuade anyone else. Managers often use the phrase 'between coldness and passion' when advising their juniors, but they tend to either be influenced by the actor or solely represent the actor's perspective. It's a delicate balance that must be struck. That's where the excitement lies, but being a manager also presents the greatest challenge."

Oh! Boy Project Aside from writing her book, Park embarked on two new ventures. During the day, she studied advertising and public relations at Hongik University, while at night, she socialized at clubs near the university. Her time in New York fostered a love for indie music, leading her to frequent smaller performances. After returning to Seoul, she sold her property in Gangnam and opened a bar in Hongdae, featuring performances in the basement and a café on the first floor. She aimed to connect with indie bands, such as Hanryang. Despite dedicating herself to her studies and earning a scholarship for the first time, Park soon realized that indie music was not her chosen path. She felt her initial view of the culture was overly optimistic and struggled to find a suitable business model within the Hongdae indie scene.

Shifting her focus, Park started weekly gatherings with friends in her basement, dubbed "B1," where they enjoyed drinks. Feeling that simply drinking was not engaging enough, she suggested brainstorming original ideas and sharing them anonymously on YouTube. This idea was well received. It was during one of these gatherings that Park proposed the "Oh Boy" concept, which ultimately evolved into the "Flower Boy Project." She was motivated by competition with companies like SM Entertainment and a lingering regret from her time at Sidus HQ. Additionally, she noted a lack of aspiring young actors during an era when singers were gaining global recognition, observing a dearth of talent below the caliber of Song Joong-ki and Yoo Ah-in, along with insufficient female representation.

I had a desire to train 'acting idols' under the brand Oh Boy. The reaction of the B1 family, which consists of advertisers, writers, and filmmakers, was mixed. Two months after coming up with the idea, I started my first company. Another winning move. Terrestrial broadcasters knocked on cable's door without paying attention. "It's a pretty boy project, but we decided that if we wanted to capture something rough and vivid, we couldn't do it properly on terrestrial television. CJ happened to be hosting Superstar so it seemed like they knew the importance of discovering human content. "I was confident that there was no way they would reject the Oh Boy project because it was a young broadcasting station." Park developed a proposal for a project based on a romance novel, having researched and read 20 novels. She signed a copyright contract for the novel Flower Boy Ramyun Shop and faced challenges during the project's development. Kim Hye-soo made a cameo appearance in the first episode of the drama, facilitated by her relationship with Park. The episode aired on Monday and Tuesday at 11 PM, featuring Kim Hye-soo as a tarot fortuneteller who worked alongside Lee Chung-ah's character, Yang Eun-bi, a student preparing for an entrance exam.

This was followed by Flower Band in 2012, Flower Boys Next Door in 2013 and Dating Agency: Cyrano in 2014.

In 2015, the Oh Boy Project wrote and produced Exo Next Door, directed by Lee Kwon, known for the film My Ordinary Love Story. The project was invested in by mobile messenger LINE and jointly planned with SM Entertainment. The cast included the boy band Exo and Moon Ga-young.

Monster Union In 2016, Park became the CEO of KBS production company Monster Union. The company, which focuses on producing entertainment and dramas, was launched in August 2016. Park's appointment as CEO brought a fresh perspective to the team, as she had experience as a top star manager and had produced popular dramas.

Monster Union brought on board renowned directors from KBS to lead its drama and entertainment departments. Former KBS drama director Moon Bo-hyun was appointed as the head of the drama department, while Seo Soo-min took charge of the entertainment department. The drama department included directors with experience in popular dramas like Bread, Love and Dreams, Neighborhood Lawyer Jo Deul-ho, Seoyoung, My Daughter, Brain, and Descendants of the Sun.

The establishment of Monster Union by KBS sparked controversy among outsourced production companies, leading to a statement of condemnation from three industry associations. In response, Park clarified that Monster Union aimed to coexist with outsourced production companies by leveraging KBS's expertise and experience. She emphasized a spirit of cooperation and outlined the company's goal of creating globally recognized content and expanding its cultural content intellectual property (IP) business. Park also mentioned plans to distribute content through various platforms, including the web and apps, in addition to KBS's main channel.

Park had a moment of self-reflection while watching her self-produced drama, 'Suits' on KBS2. As a diligent viewer, she pays close attention to details in dramas. During one scene where Jang Dong-gun's character meets his mentor, played by Jeon No-min, Park found herself comparing her own experiences. She realized that her mentor in the industry was Kim Hye-soo, a top actress who was the same age as her when they worked together. Park credits Kim Hye-soo for showing her the ropes and providing guidance through her actions. Despite the challenges of being a manager, Park feels fortunate to have had Kim Hye-soo as her mentor and first partner in the industry.

Keyeast In November 2018, Park Seong-hye was appointed to lead Keyeast's content business. Reflecting on her tenure at the Keyeast office in Gangnam District, she stated, "Since taking office, we have diligently prepared and created an environment to showcase our works in the coming years. It feels like we have worked hard over the past year to achieve this."

"CEO Park Seong-hye is cool. She is a person who made me rethink the standards of a good adult, not only in work but also personally. When I had to stop for a moment, She gave me confidence, and based on that confidence, I was eventually able to feel stable. I am very fortunate to have met a wonderful adult at an early age." — Moon Ga-young — Cine21 Interview

On January 31, 2020, Keyeast announced a transition from the co-CEO system of Park and Shin Pil-soon to having Park as the sole CEO, following Shin's resignation. In 2022, Keyeast appointed Park and Nam So-young as co-CEOs to enhance its content production and artist management businesses. Park continued to lead the company alongside Nam, who previously managed artists at SM Entertainment. In that same year, KeyEast sold the Chinese broadcasting rights for the drama Inspector Koo, starring Lee Young-ae, to Youku, a video-sharing platform under the Alibaba Group.

Keyeast was planning to release a major new drama called When the Stars Gossip. It was also developing plans to adapt a novel into a film called From the Gaze and produce an original series called 1 in N is a Secret. Additionally, Keyeast was expanding by preparing a new original work called Ring My Bell''.

In 2023, Park retired from Keyeast. The extraordinary general shareholders' meeting on November 30, 2023, resulted in a complete change of the board members. Park was succeeded by Vice President Jo Ji-hoon as the new CEO, while CFO Jang transitioned to an executive director role at Keyeast.

Filmography Television show + List of television show produced by Park Year Title Network Notes English Korean 2011 꽃미남 캐스팅, 오! 보이 tvN Oh!Boy ProjectCJ E&M

Television series + List of television series produced by Park Year Title Network Notes English Korean 2011 Cool Guys, Hot Ramen 꽃미남 라면가게 tvN Oh!Boy ProjectCJ E&M 2012 Flower Band 닥치고 꽃미남 밴드 2013 My Cute Guys 이웃집 꽃미남 2016–2017 Hwarang: The Poet Warrior Youth 화랑 KBS2 Hwarang SPCOh!Boy Project 2017 Queen for Seven Days 7일의 왕비 Monster UnionOh!Boy Project Hit the Top 최고의 한방 Monster UnionChorokbaem Media Meloholic 멜로홀릭 OCN Monster Union 2018 Suits 슈츠 KBS2 Monster UnionEnterMedia PicturesNBCUniversal Global Distribution Are You Human? 너도 인간이니? Monster Union Matrimonial Chaos 최고의 이혼 Monster UnionThe I Entertainment 2019 At Eighteen 열여덟의 순간 JTBC Psychopath Diary 싸이코패스 다이어리 tvN KeyEast 2020 Hyena 하이에나 SBS TV KeyEast My Dangerous Wife 나의 위험한 아내 MBN KeyEast Hush 허쉬 JTBC KeyEastJTBC Studios 2020–2021 Live On 라이브온 2021 Inspector Koo 구경이 2021–2022 The One and Only 한 사람만 2024 Frankly Speaking 비밀은 없어 2025 When the Stars Gossip 별들에게 물어봐를 시작으로 tvNKeyEast

Web series