Daesung’s Long-Term Collab with Beauty of Joseon
AUTHOR: NATASHA VALERIE
A conversation with Nana and Trisha, the team behind Dae’s success.
For nearly a year, Daesung and K-beauty favorite Beauty of Joseon built one of our agency’s most exciting, high-performing partnerships — a collaboration that began as a single video and naturally evolved into a long-term ambassadorship.
We sat down with Nana and Trisha, the talent and campaign managers behind the scenes, to learn how it all unfolded.
✢ How did the partnership between Daesung and Beauty of Joseon first come together?
Nana: Daesung’s first collaboration with BOJ started in January. They tapped him to promote their Aqua Fresh Sunscreen, which ended up hitting 9.7M views on Instagram. BOJ loved his distinctive, interactive style and immediately reached out again for their Costco launch in March.
After two successful campaigns, we built a strong relationship with BOJ as a trusted brand partner, and that eventually turned into a long-term, multi-content partnership.
It’s incredible how a single collaboration ended up becoming a partnership that spanned nearly a full year!
✢ What were BOJ’s main goals for this partnership?
Nana: When BOJ entered the U.S. market in 2025, they were looking for creators who were both creatively strong and proven converters. Daesung checked every box.
They wanted to build brand awareness and believed a long-term ambassadorship would help them reach his audience more authentically. Since they have a wide range of products, each video could spotlight a different hero item.
Daesung also supported their official Costco and Sephora launches, which made the collaboration even more meaningful.
✢ Why was Daesung the right creator for this campaign?
Nana: He has such a unique way of promoting products — trying them with strangers in public, explaining benefits in a fun, simple way, and keeping everything entertaining.
His first BOJ video was actually one of his earliest attempts at what’s now his signature style. That authenticity and playfulness made him stand out immediately.
✢ How was the year-long partnership structured?
Nana: The first two collaborations were single-deliverable campaigns:
1 Instagram Reel for Aqua Fresh Sunscreen
1 Instagram Reel + store visit for the Costco launch
The long-term partnership was bigger: 3 Instagram Reels per month for four months (June to September).
Even though Instagram was the main platform, Daesung often reposted the videos on TikTok too. His willingness to go the extra mile was one of the reasons BOJ loved working with him!
✢ Were there specific creative themes across the months?
Trisha: Yes! The campaign centered around different hero products each month, but we made sure to keep everything consistent with Daesung’s tone, clean, light, and authentic.
There were also a few new creative directions from the brand, like the AI-generated giant version of the Day Dew Sunscreen to celebrate its launch. It was something new for Daesung’s page, but he was completely on board with the idea. He filmed a raw, natural video in his own style, and the BOJ team handled the post-editing before it went live, it still felt very him.
The brand also always emphasized how important it was for Daesung to stay true to his own style. They often mentioned that his authentic personality is what makes his videos so interesting, so they wanted him to keep that throughout the campaign.
Overall, we found a really good balance between incorporating fresh concepts from the brand and keeping everything aligned with his own creative identity.
✢ Were there any memorable challenges during the campaign?
Trisha: One moment stands out! Daesung lost the new Day Dew Sunscreen while traveling. He was ready to buy another one himself just to stay on schedule, but since it hadn’t launched yet, it wasn’t available anywhere.
The BOJ team stepped in immediately and shipped him another unit, but he was moving between Osaka and Tokyo, so there was a lot of coordination to make sure DHL could reach him.
In the end, he filmed the video right on the streets of Japan. Raw, natural, and very ‘him.’ It started chaotic and ended up being one of our favorite pieces!
✢ How was the working relationship with the BOJ team?
Trisha: Honestly, it was one of the warmest partnerships we’ve managed. The BOJ team knew exactly what they wanted but still gave Daesung the space to create freely, something he really valued. There was mutual trust from the start; they respected his process, and he made sure to go above and beyond in return.
Even with those small timing hiccups, both teams stayed in sync and collaborative. It just felt like everyone was on the same creative wavelength.
✢ Did BOJ share any feedback or metrics? How did the audience respond?
Trisha: They shared really positive feedback. Engagement was consistently strong, and you could see his views skyrocketing throughout the campaign. His audience left so many comments asking where to buy the products or sharing their own experiences. There were lots of genuine curiosity and love for the brand.
We weren’t looped into specific sales metrics, but BOJ mentioned that his content performed above average for their creator program benchmarks. That meant a lot!
✢ What did you learn from managing a year-long partnership like this?
Trisha: This partnership really reminded us how much genuine, long-term relationships matter, not just between the brand and creator, but with everyone working behind the scenes too. That consistency made it easy to tell a fuller story about BOJ’s products in a way that felt natural to Daesung.
It also proved how powerful creative trust can be. When both sides are open and collaborative, the content just hits different, real, effortless, and engaging.
More than anything, it showed that the best results come from chemistry. When the brand, creator, and team share the same vision, everything just flows.
Campaign Credits
Talent: Daesung Seo
Partnerships Lead: Bernadetha (Nana) Pradnya
Campaign Managers: Trisha Cunanan, Monina Olgado
