Digital Strategy & Localization · Madrid
MUHAN
Audiovisual communicator, digital designer & consultant
specializing in the East Asian entertainment market.
Glocalization of Asian properties (IP) for European & Spanish-speaking audiences through digital strategy, media distribution & fandom insights.
Madrid, Spain · Available Worldwide
03 — Projects & Creative Universe
SELECTED
WORK.
An ecosystem spanning localization frameworks, film production, interactive narrative design, and data-backed digital campaigns.
Audiovisual · Comedy
Don't be so K-dramatic
An award-winning K-drama-tinted comedy short film. Premiered internationally and screened at the prestigious Sitges Horror and Fantasy Film Festival.
01Audiovisual · K-Pasa
¿K-Pasa? (Don't Be So K-Dramatic)
My directorial debut. A comedy short film revolving around K-pop fandom culture and K-drama tropes. Co-written, directed, and scored in-house.
Project Links:
Audiovisual · 3D Short
Sueñan
A CGI sci-fi animated short film produced entirely inside Unreal Engine, exploring human identity and artificial consciousness.
02Audiovisual · Sueñan
Sueñan (Do They Dream?)
A cinematic animated 3D shortfilm built around real-time rendering and virtual production pipelines in Unreal Engine and the Metahuman plug-in. Blends cyber-punk visual cues with minimalist space architecture.
Project Links:
Audiovisual · Commercial
Cinema is enjoyed on the big screen
Award-winning commercial awarded 1st Place at the Shot Awards 2023. Highlighting the power and scale of the theatrical experience.
03Audiovisual · Shot Awards 2023
El cine se disfruta a lo grande
An original campaign promoting theater attendance. Recipient of the 1st Prize in the Shot Awards 2023.
Project Links:
Audiovisual · Commercial
If you love cinema, go to the cinema
Award-winning advertising campaign focused on moviegoing culture, taking home 2nd Place at the Shot Awards 2024.
04Audiovisual · Shot Awards 2024
Si eres de cine, ve al cine
A playful ad campaign designed to encourage theatrical audience retention. Awarded 2nd Prize at the Shot Awards 2024.
Project Links:
Audiovisual · Production
Film Set Collaborations
Strategic roles in indie productions. Experienced Script Supervisor, but sometimes participating as a Sound Designer and 1st Assistant Director.
05Audiovisual · Set Crew & Collaborations
Set Operations & Creative Support
Maintaining continuity, logistical scheduling, and robust sound mixing profiles for independent productions.
Notable Project Track:
Design · Installation & Branding
Nada (Nothing for Sale)
A complete 360° brand identity development for a satirical product selling 'Nothing'. Featuring physical packaging, posters, teaser videos, a pre-sale web, and an exhibition stand at Matadero de Madrid.
06Design · Central de Diseño / Matadero
Nada (Nothing) Exhibition
An end-to-end brand creation showcase for a satirical product ('Nothing'/'Nada'). The installation featured a complete visual identity, physical packaging, promotional poster art, a launch teaser video, a live pre-sale website, and a fully built branded exhibition stand exploring extreme consumerism.
Project Links:
Design · Editorial illustration
GREFA Coloring Book
An educational coloring book for the NGO GREFA to promote Galapago turtles' environmental preservation.
07Design · Editorial Commission
GREFA Turtle Preservation Book
A full layout and graphic assets program tailored for younger target demographics, balancing vector aesthetics with educational clarity.
Project Links:
Design · Key Visual & Poster
San Bartolomé Festival Official Poster
Awarded 1st Prize at the national "Martos Cultural" competition. Selected to represent the city's historical summer festival.
08Design · Institutional Award
Official Festival Poster — San Bartolomé 2022
Winner of the official poster design contest organized by the Department of Culture (Martos, Spain). The winning piece was selected via a blind jury process to serve as the main commercial and cultural image.
Official Press Coverage:
Design · Freelance
Freelance Editorial Work
Editorial layouts, structural book jackets, and typography grids designed for independent authors and publishers.
09Design · Freelance Portfolio
Book Cover & Editorial Works
Projects involving custom cover art development and publishing house template systems.
Note: More designs shown upon request. Email me to request the full portfolio!
Design · 3D Environments
Virtual Worldbuilding
Crafting atmospheric environments using Unreal Engine and Substance Painter for digital worlds and narrative projects.
10Design · Unreal & Substance
3D Environment Art
Designing immersive 3D environments, custom lighting, and cinematic scenes inside Unreal Engine & Substance Painter.
Project Link:
Design · 3D Animation
3D Modeling, Rigging & Animation
End-to-end 3D asset workflows. Character modeling, topology, skeletal rigging and performance keyframing.
11Design · Asset Creation Pipeline
Skeletal Rigging & Character Assets
Custom asset production using Maya and Blender to bridge 3D meshes and final engine-ready animation frameworks.
Project Links:
Research · Audiovisual Strategy
Audiovisual Strategies in K-Pop's Global Expansion
A graduate thesis analyzing the audiovisual and marketing mechanisms driving the global expansion of the Hallyu wave.
12Research · Bachelor's Dissertation
Audiovisual Strategies in K-Pop's Global Expansion
An analysis of K-pop as a vehicle for cultural globalization through the boy group ATEEZ. This project examines how their transmedia storytelling, audiovisual aesthetics, and digital strategy on platforms build a global fandom.
Project Links:
Interested in my research? Send me an email!
Research · Consumer Behavior
The Photocard: Gacha Mechanics as a Marketing Strategy
An exploration of interaction design and the fandom economy created around the photocard and the UX behind unboxing a K-pop album.
13Research · Keynote & Paper
The Photocard: Gacha Mechanics as a Marketing Strategy
Can a piece of cardboard save the physical music industry? This academic research analyzes the K-pop photocard as a UX and gamification strategy, exploring how its random distribution mimics video game 'gacha' mechanics.
Project Links:
- ↗ Link coming soon!
Get early access: Send me an email!
Creative Writing · Journalism
Hallyu Cultural Journalism
An extensive portfolio of editorial articles, culture-focused analysis, and exclusive interviews written as a journalist for Kmagazine.
14Creative Writing · Culture Journalism
Kmagazine Editorial Articles
Over 120 Journalism pieces covering cultural events, Hallyu industry shifts, lighthearted news and articles bridging Western readers and East Asian entertainment dynamics.
Project Link:
Creative Writing · UK Publication
Victor
Fiction short story featured globally on the Your Paper Quest subscription program. Exploring liminal realities and magical realism.
15Creative Writing · Your Paper Quest UK
Victor (Short Story)
"Victor was always late. Not just embarrassingly late, but also without even a believable excuse..."
A fiction piece selected for global physical printing and distribution via curated subscription-box channel 'Your Paper Quest' in the UK.
Project Link:
Creative Writing · Award Winner
Wave
Awarded First Place at Nebrija's 16th Multilingual Short Story Competition. A tension-focused fiction narrative centering around the physical and metaphorical journey of a pirate.
16Creative Writing · Prize Winning Fiction
Wave (First Prize)
"When the dead body rose from the water, no longer dead, Peter desperately wished it had come back wrong."
Recognized for narrative structure, emotional projection, and stylistic depth by the international academic committee at Universidad Nebrija.
Project Link:
Creative Writing · Anthology
The Second Death of César de Ayala
A dark fantasy supernatural drama set in Madrid, published physically in the printed anthology volume "Las Garras del Abismo".
17Creative Writing · Published Anthology
The Second Death of César de Ayala
"Whoever coined the phrase 'he's in a better place now' clearly didn't know what they were talking about.
Although, to be fair, the grimy sofa of that student apartment in Malasaña might be a better place after all..."
Project Link:
Creative Writing · Screenwriting
¿K-Pasa? (Screenplay)
The original screenplay for "¿K-Pasa?" (Don't Be So K-Dramatic), detailing the comedy dynamics and character dialogue structures.
18Creative Writing · Screenplay
¿K-Pasa? Film Script
Written to bridge traditional comedy and Spanish slice-of-life realism with international Hallyu and K-drama tropes and fandom humor.
Script & Project Links:
Social Media · Fact-Checking
News and misinformation fact-Checking"
Dismantling media misinformation and fact-checking main news outlets who share Hallyu the wrong way.
19Social Media · Investigative Content
Fact-Checking Press Mistakes Series
Correcting misstatements and false narratives in mainstream media.
La Sexta Kpop Documentary:
Similar posts about different news and topics:
Social Media · Analysis
Cultural Commentary
Educational and critical video series analyzing fandom, culture and structural patterns in the korean entertainment ecosystem.
20Social Media · Fandom & Culture
Cultural Commentaries Series
Unveiling the marketing, sociological, and artistic structures that underpin digital spaces and modern fan systems.
Some Analysis Links:
Social Media · Education
Korean Language Learning Hub
A fun and lighthearted learning content series helping Spanish-speakers learn about the Korean language.
21Social Media · Language Learning
Korean Language Breakdown
Bridging Spanish-Korean grammar and linguistic patterns through engaging micro-learning video segments.
Some examples:
Social Media · Marketing
Event & Product Campaigns
High-performance promotional campaigns, strategic brand deals, and localized marketing integrations with K-brands and related cultural events.
22Social Media · Campaigns & ROI
Promotion, Event Deals & Brands
Designing custom content strategies for Hallyu-related brands and events trying to effectively enter the Spanish/LATAM consumer market.
Promo Campaign Integrations:
- ↗ K-Beauty Brand Partnership (Jumiso/Tocobo)
- ↗ K-pop Concert Official Activation (XLOV)
- ↗ K-pop Comeback Organic Buzz & Strategy (PLAVE)
- ↗ K-pop Trainee Summer Camp Campaign
- ↗ Store Launch Live Coverage & Marketing
- ↗ Fan Event Audience Engagement
- ↗ Fan-Made Merchandising Unboxing & Review
- ↗ K-pop Festival Campaign & Info Rollout
Social Media · Music
Vocal Covers & Music Production
Self-produced vocal covers, lyric translations matching rhythm profiles, and creative genre-bending rearrangements of K-Pop tracks.
23Social Media · Creative Music Projects
Vocal Covers & Music Production
Exploring the transcultural translation of K-Pop tracks through vocal multi-tracking and instrumental reimagining on FL Studio and Bandlab.
Covers:
04 — Academic Framework & Keynotes
THE
RESEARCH.
Executive Fellowship · Trade Commissioner Training
ICEX Scholarship – 51st Promotion
Selected for the prestigious international trade and business development program. Includes the Master's Degree in International Business Management (UIMP) and future deployment at Spain's Economic and Commercial Offices (OFECOMES) worldwide.
International Congress · Keynote
"La Photocard: mecanismo gacha como estrategia de marketing..."
Research paper and lecture presented at the I Congreso Internacional K-plutense (Universidad Complutense de Madrid). Structured analysis of parasocial monetization and gacha design loops in consumer behavior.
Bachelor's Dissertation · Audiovisual Communication
"Las estrategias audiovisuales en la expansión cultural del K-pop: EL caso de ATEEZ"
A 117-page original market and semantic study analyzing Hallyu's transnational expansion through K-pop group ATEEZ's organic growth.
Bachelor's Dissertation · Design & Digital Media
"La photocard como mecanismo gacha para la gamificación de la UX de unboxing en el K-pop"
A graduate thesis merging graphic communication theory, modern UI/UX paradigms, and digital-era cross-cultural design systems featuring the participation of 2.403 surveyed individuals.
05 — Experience & Cultural Management
WHERE
I'VE BEEN.
Programming & Press — Short Film Festival
La Mañana Más Corta · Puertollano
Assisted in programming selection, press and talents coordination, and community outreach for the cultural event. Hands-on experience in curating and communicating film culture at a grassroots level.
K-Content Creator
@muhan.official_ · Independent
Self-built media presence dedicated to serious, academic-grade K-culture content in Spanish. Grown organically to 19K+ followers across platforms with 1.5M+ combined views and multiple brand partnerships.
International Business — Tour Management
Byeol Media Inc.
Coordinated and negotiated European and LATAM artist tours bringing K-pop, J-pop, and T-pop acts to the continents. Bridging Asian entertainment and European markets at a professional level.
Press, Audiovisual contents, Programming & Interviews Coordinator
Almagro International Film Festival (AIFF)
Full coordination of press matters, programming scheduling, and filmmaker interview logistics for one of Spain's notable international film festivals. Developed editorial content and managed media relations.
Culture journalist, event photographer & community manager
Kmagazine
Managed end-to-end community growth and digital content strategy for the platform. Published 120+ editorial articles, conducted exclusive Hallyu artist interviews, and provided on-site photography for major K-pop concerts.
06 — Collaboration
LET'S KEEP
IN TOUCH!
Open to strategic partnerships with global entertainment companies, media brands, film festivals, and institutions looking to localize or expand intellectual property across European and Spanish-speaking ecosystems. That said, if you have an unconventional project or an exciting proposal that defies categories, let's talk anyway!