“Celebrity side hustle? Isn’t that just a namesake online shop to make easy money?” Up until the 2000s, this saying was almost an industry truism. But times have changed. Two ‘celebrity CEOs’ recently featured on MBC’s “The Manager” are rewriting that old rulebook, carving out fresh success stories that upend long-standing clichés.

The main characters are singer Kwon Eun-bi, who now runs a café on the first floor of a building she purchased for 2.4 billion won and bakes her own bread, and actress Park Jun-myeon, who launched a kimchi venture to rescue her management agency from potential closure. Their journeys illustrate not just the evolution of K-content globally, but also how celebrities’ entrepreneurial endeavors in Korea are reaching new heights.

The first secret to this wave of new celebrity CEOs is an “authentic narrative.” Park Jun-myeon's kimchi is no overnight gimmick. She had already earned a reputation as a culinary expert—praised for her cooking both on TV and social media. One now-famed anecdote has her gifting scallion kimchi to actress Kim Hye-soo on set during the filming of “Smugglers.” Kim Hye-soo was so impressed that she encouraged Park: “You really ought to try selling this kimchi.” The story underscores the long-standing faith colleagues placed in Park’s skills.

Furthermore, when Park began her business saying, “I started this to save my agency from shutting down due to the struggling market,” it layered her product with urgency and loyalty, transforming it from just another side business into a brand defined by peer recognition and personal commitment.

Kwon Eun-bi’s backstory is equally compelling: once dubbed the “Waterbomb Goddess” for her electrifying stage performances, she now develops her own recipes and manages taxes herself as a “hands-on boss” of her café. Her authenticity—she remains dedicated to baking despite a packed celebrity schedule—has fostered public curiosity and convinced fans that her business is the real deal, seamlessly converting admirers into loyal customers.

What’s even more notable is how these ventures do not distract from their main careers, but add positive synergy. A brand consultant commented, “Today’s most successful celebrity CEOs have learned to align their primary public persona and side business. Kwon Eun-bi’s trendiness translates into her café’s atmosphere, while Park Jun-myeon’s trustworthiness as an actress builds confidence in her kimchi brand. Each field amplifies the other, creating ideal synergy.”

Kwon Eun-bi, now with her new “café owner” identity, has been able to showcase fresh sides of herself on variety shows like “The Manager,” while Park Jun-myeon enjoyed instant publicity simply by telling her kimchi business story onscreen.

In the past, celebrity side hustles mainly targeted the masses through broad marketing. Now, direct communication via social media and YouTube with core fans is key to success. Kwon Eun-bi’s café capitalized on viral marketing from YouTube videos featuring celebrity guests and “proof shots” from fans, achieving stellar word-of-mouth without traditional advertising.

Park Jun-myeon’s heartfelt tears on “The Manager”—when she quipped, “Maybe I’ve finally made it”—became a powerful driver of genuine fan support, turning consumers into active supporters. Today, fandoms function not merely as customers but as brand stakeholders and powerful ambassadors.

In summary, the era of “N-jobber” celebrities, lending only their names to dubious side projects, is over. The threefold formula demonstrated by Kwon Eun-bi and Park Jun-myeon—authentic storytelling, synergy with their main careers, and deep engagement with fandom—signals that celebrity side businesses in Korea now require CEO-level expertise. Their stories are both case studies and inspiration for the modern “multi-jobber,” showing just how vital it is to build a personal brand rooted in genuine passion.

Note “This article was translated from the original Korean version using AI assistance, and subsequently edited by a native-speaking journalist.”

Photo=MHN DB, MBC