EPT
Korean Air's Cho Hyun Min Team Manager: "This Starleague will be accompanied by a countless number of dreams"
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- We're curious why Korean Air has decided to sponsor Starleague for two consecutive seasons.
▲ While there weren't many companies that have sponsored consecutive Starleagues, there are many companies who have continually sponsored them. Therefore I don't think Korean Air did anything special. We believe that we have seen a definite effect from sponsoring last season's Starleague. Corporations do not sponsor without a reason. And while I cannot reveal the fine details, but it was a decision that fit in Korean Air's timeline. While as a worker I thought that we obviously needed to run Season 2, but there was a need to convince the board of directors. Thankfully, they had a good response regarding last season, and so they accepted the logic prepared by the team.
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- What kind of benefits and satisfaction has Korean Air gotten through sponsoring last season's Starleague?
▲ If you calculate it in terms of numbers, it is similar to other corporations that have sponsored Starleagues before. We have gotten about $5.5 million worth of benefits and so if you calculate it along with how much we have invested, we have gotten the same results as other corporations.
However, I think the unquantifiable effects are a lot bigger. For example, in the brand support research that takes place at the end of the year, we hear things about how our support is increasing due to sponsoring Starleagues.
For EVER or Bacchas or Coca Cola, they all have special products so they can make direct purchases, but in the case of Korean Air, we sell things that you can't easily buy simply on a whim, we sell products that you need to have a reason to buy, so we don't put much emphasis on numbers.
Other companies have said that they gained group recognition when they are hiring new workers, but that is not possible for Korean Air... so we have to trust that we are having a positive influence on the Fomos message boards (laugh).
- There was a lot of attention drawn to last year's finals because it took place at a hangar. How do you evaluate the finals that took place in the hangar?
▲ Extremely satisfied. First, there's a lot of meaning put into the fact that the finals took place in a hangar. The finals was the first time where that many people were invited into the hangar. Before that, the most we had was about five to six hundred people invited to an event, and upon cooperating with OnGameNet, we expected about 4000~8000 people.
But there were so many people who showed up to the point where it made our expectation look laughable. There was over ten thousand fans who showed up. We had to retreat everything to absolute boundaries of the safety line so that as many people could watch as possible. In addition to that, I'm also satisfied the matches turned out well. However I'm very sorry about the fact that the rain, the monitor problems, and other overall problems caused a great disservice to the fans. I was very regretful about that. Even now, I'm very thankful while very sorry at the same time.
But many Korean Air senior executives showed up to the finals. Many of them didn't know anything about Starcraft, but they were all surprised by the intensity of the cheering after the match had started. They didn't know the effects of the hype would this much, and gave me a thumbs up saying that this exceeded their imagination. Because many fans came to the finals, the senior executives gave us a lot of help in sponsoring Starleague season 2. This season 2 was created by the fans who had showed up to the hangar to watch the matches. I'm going to use this as an opportunity to thank them.
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- Recently, eSports have been going through difficulties due to match fixing and intellectual property rights. Within these circumstances, Korean Air has decided sponsor a Starleague again. Was there any difficulties or concerns?
▲ When we decided to sponsor last season, there weren't any problems since there weren't any issues like that. I was worried at first when the match fixing scandal was first revealed. People who knew about it had contacted me about it. However from the perspective of Korean Air, there wasn't anything to worry about. First, the Starleague was an personal league and so different from the Proleagues, and because our advertising models,
NaDa and 
hero weren't involved, there wasn't any problems.All of the executive members have contacted me and asked me if there would be any problems, but thankfully it wasn't much of an issue to people who didn't know much about eSports. While eSports fans and those involved in eSports would have felt a sense of betrayal and would have worried, but from an outside perspective it wasn't a huge problem since there were similar scandals in baseball or football and other sports in the past.
Regarding the intellectual rights negotiation, we trust OnGameNet because we communicate often with them. We also continued our conversation with Blizzard and have a good relationship there so there wasn't a big issue. To be honest, we didn't have to sponsor a Starleague again, and could have stepped out since we have already sponsored, but it would have left much to be desired since I have thought about sponsoring a Starleague for three years, and made the sponsorship happen through many difficulties.
- This is the second consecutive season of sponsoring a starleague. What kind of effect is Korean Air expecting to get from the Sponsorship?
▲ This season, we are expecting an little bigger effect. 'Dreams'.
The concept of Korean Air Starleague Season 2 is 'Flight towards the Dream'. We have also changed the Korean Air airplane models that are featured in Starleagues just in time. We used to feature Boeing 747-400s, but now we have changed them to Boeing 787 Dreamliners. Korean Air was directly involved in the production process of the Boeing 787 Dreamliner. The wings, rear fuselage, and 4 other parts were directly made by Korean Air. Because it was a process that used composite material, there were technical problems on other places, but Korean Air operated the project on the Airline's Space Program Headquarters so we passed without any problems on our first try. The Boeing 787 Dreamliner is as famous as the A380, and Korean Air will operate them by the end of next year. We think of this as a cornerstone of our Airline's Space program. The Airline's Space Program Headquarters was also involved in the production of Nahoro. Although it has failed to launch this time, it is a huge matter of self-esteem for us. Whether it happens ten years from now or even after that, our goal is fly into outer space with a spacecraft we had made and have a space journey.
Sponsoring eSports has a similar theme. We want to operate this Starleague by connecting dreams such as this. Every progamer has a dream about winning the Starleague. We hope to sponsor the stage where the dreams of the Progamers come true.
The dreams of Airforce ACE to finally be able to make it to the Round of 16, the dream of an announcement marking the ressurrection of the hero
Reach, Jaedong's dream of winning four Starleagues, and Flash's dream of obtaining the Golden Mouse, the dreams of becoming a Royal Roader and many other dreams, we hope to make the dreams of all the eSports fans and those involved come true.We also involved ourselves in the project to make the dreams of the fans for the advancement of eSports come true. After looking at the fans showering Korean Air with infinite love after deciding to sponsor eSports in these difficult times, I wanted to help support their dreams of advancing eSports. After thinking about what I could do to support the dreams of the fans who have been supporting the growth of eSports for ten years, I plan on revealing various plans that may help support their dreams.
Another way to look at it is that, since this season may be Starcraft 1's final league, so it's a point in time where we can look back at the ten years of eSports and think about the upcoming ten years, and so a dream could be to solve the various issues and problems that is coming up while we are facing the transition to Starcraft2. Korean Air Starleague Season 2 is a contest that accompanies dreams such as these.
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- Your active usage of your Mini Homepage (T/N: Cyworld Profile) and your communication with eSports communities is becoming a topic of conversation. Furthermore, you have sponsored consecutive Starleagues in these difficult times. Are you aware of your popularity amongst eSports fans?
▲ In the beginning, I was extremely surprised. But if you think about it, it's something to be very thankful about. I think of it as expressing their love for Korean Air symbolically through me.
But on the other hand, since my Mini Homepage is a personal space, I'm a little burdened. For me, my Mini Homepage is a personal place and channel where I am free to tell stories and talk to and organize myself, so I was a bit flustered when these things became an issue and even became a news article.
But I'm thankful to every person that has cheered me on, and in that spirit I have replied to every message left to express my thanks. When someone writes "I'll only fly on Korean Air from now on", I jokingly respond "write a contract", and communicate like that. I am thankful because as I have said earlier, even though Korean Air does not have products you can directly purchase, but the fans are still finding ways to express their love.
- On the day the Starleague sponsorship was decided, you used an expression called "Skyfish" on your Mini Homepage. What does it mean?
▲ There was this one day that had a spotless blue sky, and an airplane flew by. I was watching that from under and it looked just like a fish playing in the sea. It was that kind of a day.
- Korean Air Starleague 2010 Season 2 has started from the very beginning with a flamboyant roster, and people are expecting a tremendous hit. Is there any player you are personally rooting for?
▲ Of course there is. I'm paying a close attention to
Pure, BaBy, Shine, and Mind.- They're all WeMade players. Isn't there any other players? And who do you want to see in the finals?
▲ Why wouldn't there? I'm also cheering for
Reach and free. JangBi, using the Korean Air Australia Micro Site, has created a "I am current at _____" cheerful. I was really thankful. All these things are something you need to thank one by one. And I have also heard that players are trying even harder because Korean Air is the sponsor. If I could I would put them all in the finals but that's impossible...And there isn't a specific player I would want to see in the Finals. I hope the best players make it to the finals. And no matter who comes up to the finals, I have faith that they will put on amazing games.
- How did you get to know about eSports?
▲ Because I studied overseas in America, I didn't know anything about the eSports culture. I just knew that Starcraft was a fun game and there were players who played the game professionally. While watching the videos I began falling for the players' charisma. After finishing up my studies and returning to Korea in 2007, I got to learn the details about eSports, about KeSPA, about the Progaming teams, and how they're training Progamers. I was surprised that there was such a well made system.
When I enjoyed playing Starcraft, I play as Protoss. I think it's a very manly race. I also personally prefer tough and unstoppable style rather than pretty boys, and there are many Protoss players like that. Specially I enjoy
Reach's mass production style and I also like how he looks. When I learned that he qualified for Korean Air Starleague 2010 Season 2, I screamed for joy. Reach, I hope you do really well! Reach Fighting!Other than that, I also watch other programs on OnGameNet. I especially enjoyed watching "Revenge Delivery", and I remember the episode with
free and ZerO very well. I think the program concept is good. I liked the idea of creating a special ring for players who were developing as rivals. I also learned that free has never qualified for a Starleague due to the program. I heard that he qualified for this season so I'm going to cheer for him. Because he's Protoss (laugh).![[image loading]](http://www.fomos.kr/board/issue/1276842964_5.jpg)
- There are high expectations for this year's finals thanks to last year's finals in the hangar. Is there a finals location that you are personally considering?
▲ I am preparing for it diligently. But the details are a secret (wink).
- Last year's hangar had such a strong impact so we're worried if it can be surpassed.
▲ Of course. You should expect something great (laugh). We can't disappoint the fans who have watched the finals in the hangar. The regional tour hasn't been decided yet but I know that it will take place.
- Last February in an interview with Fomos, you have mentioned that depending on the effects of Starleague sponsorship, you will continue to support and invest in eSports, and for now you have decided to consecutively support Starleagues. eSports fans are expecting further sponsorship of a Proleague or a Progame Team after this season. Are you burdened by this?
▲ Since there are no current plans, I'm not burdened at all (laugh). To be honest sponsoring Starleagues consecutively was difficult work. We need to strengthen the logistics before going on. For now, Korean Air's sponsorship or activity will cease after this October. Of course, we could and may prepare for something after that time, but for now there isn't any other plans for sponsorship or creation of a Progame team.
- We know that you sponsor WeMade Fox as a part of your support of eSports. We're wondering if there was a special reason why there is such a relationship with WeMade. And as we also hear from interviews of WeMade players, you have been supporting them in many different ways, so is there anything you are especially concerned with as a sponsor.
▲ We needed a model for Korean Air's Australia commercial. Most of the time we don't feature models in our commercials, but because we needed a model, we began asking a few celebrities. The decision to sponsor a Starleague was decided at a similar time, so we looked for Progamers as a model, and decided on
NaDa.After that WeMade Fox had cooperated with us in many ways so it turned into a good relationship. They put in a Korean Air sticker on their Uniform, and they cooperated by sending players to an event we had at Mongolia as a continuation of the relationship we had through the model for the commercial. All because they're such good people...
As for things I'm concerned with on WeMade Fox... Hrm... Well, first off, I don't care at all about their record (laugh). While it's incredible that they are progamers, it's also a bit sad. But I think they're all incredible to the point where I can use the word "respect". Like all other sports players, they train and live in the same way... and so at times I go to the stadium to cheer for them, and buy them Pizza or Hongsam and such, and support them on the same level as other fans. Sometimes I visit them at their dorms and give them some freedom, and I hope my continual support for them becomes a source of strength. So officially, Korean Air is a fan of WeMade. But the workers are free to prefer any team they wish (laugh).
- On the upcoming 24th, there's a schedule for a Starcraft 2 release media day on the hangar, and there are also stories about how Korean Airline planes will have Starcraft 2 advertisements in the wrappings. Furthermore, Korean Air is expected to use Starcraft2 in marketing or be an active sponsor for Starcraft 2. What do you think?
▲ We can't reveal any secrets due to our relationship with Blizzard. Rather than making preliminary guesses, I think it's best to just sit back and watch. Korean Air will simply fulfill its role as a supporting partner for Blizzard and Starcraft 2.
- What kind of dreams should Korean eSports have?
▲ I think the only way Korean Air will have another relationship with eSports is through Starcraft 2.
While it's a prerequisite, if Starcraft 2 becomes active worldwide and becomes an eSports, and if Korean progamers are the top players of the world, then I think it'll be a lot easier to have further relationships with Korean Air.
eSports is a content. As Korea has become a strong country in the business of content, I hope eSports also becomes that kind of content.
I hope Starcraft 2 surpasses Warcraft 3 and become a worldwide content and become at least as popular. As Korean Air is an Airline that hoists up the Taeguk mark (T/N: Symbol in the Korean Flag), if the (Korean) players will be able to play in the worldwide stage together, then we are ready to go out in the world with the players.
- What are the dreams of Korean Air? What are your dreams?
▲ Korean Air's dream is to be within the top ten world airlines. This upcoming 2019 will be the 50th anniversary of the company, so we hope to establish the company as a pioneer of the world's airline industry.
Outside of the rankings, we want to be recognized like Samsung or Hyundai as a representative brand of Korea, and be a leader that pioneers the global airline industry. Korean Air wants to help Korea raise its brand awareness. Because my department concentrates on advertisements, we have to concentrate on these aspects.
As for my dreams, I want to create my own company within ten years and make a lot of money (laugh). I want to sponsor a Starleague with a company that has my name on the line. I am planning on creating a contest that is miles beyond anything that has ever been done, so please look forward to it. Through Korean Air Starleague Season 2, I hope the fans, the players, the eSports industry, and myself all unite to dream about the advancement of eSports. eSports fighting!
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- Is there something you want to say to the fans of eSports?
▲ I want to thank them for the huge amounts of approval, attention, and cheering given to Korean Air Starleague 2010. As I have said earlier, while it was a decision that fit into our timeline, but it was only because of the fans that we were able to go with season 2. I worried a lot about convincing the senior executives, and even though we didn't have to sponsor another Starleague, we were burdened by the fans. The fans were a huge force as we had expected and we wanted to get closer with the fans through another Starleague.
While I don't know how much and how Korean Air will sponsor in the future, but for starcraft, I think this Korean Air Starleague Season 2 will be the last. Much like Korean Air looked at Shinhan Bank and STX to get involved in eSports, I hope other companies will look at Shinhan bank, STX, and Korean Air and get involved in sponsorships. Even Korean Air who is stereotyped as being old fashioned has sponsored eSports, I hope that many other huge sponsors will come and join. And even though other huge corporations may sponsor eSports, I hope the fans won't forget Korean Air (laugh).
(T/N: She's the daughter of Korean Air's CEO. Keep that in mind, and she's like 100% why there was a Korean Air Starleague to begin with!)
Source: http://www.fomos.kr/board/board.php?mode=read&keyno=107947&db=issue&cate=&page=1&field=&kwrd=
Source2: http://esports.dailygame.co.kr/news/view.daily?idx=28400
. She has a very strong Wemade... fetish
