At KOCCA 2025 Content Insights, one of the most captivating sessions came from Dr. Jane Han, creative strategist and former global creative lead at Meta and Netflix. In her talk, “World Building: Designing IP for Fandoms in the Age of AI,” Dr. Han unpacked how technology and creativity are converging to redefine intellectual property and fan engagement — especially in the Asia-Pacific region.
Dr. Jane Han at KOCCA 2025 Content Insights: The Power of World Building in the Age of AI
“World building didn’t start with gaming or Netflix,” Dr. Han began, as she traced the origins of storytelling back to the Liang Karampung Cave in Indonesia, considered one of the earliest depictions of human narrative. “When you have storytelling, you have a representation of a world,” she explained.
From cave paintings to The Garden of Earthly Delights by Hieronymus Bosch to Jean-Michel Basquiat’s vibrant canvases, Han illustrated that the act of constructing worlds is a timeless human instinct — now supercharged by technology.
“Today we still create worlds, but using different technology, and we live in them more than we realize,” she said, referencing everything from Halloween costumes to the creative universes of fashion designers like Alessandro Michele and K-pop icons like LE SSERAFIM.
For Dr. Han, world building is not just storytelling; it’s identity, expression, and legacy.
“We create worlds to be entertained, to express our identity, to make sense of the world — and to leave our legacy.”
Dr. Jane Han.
From Storytelling to “Open Source Creativity”
Dr. Han identified a major shift from passive media consumption to active creative participation — what she calls the “Web 2.5 era”, or the power to create. With AI tools, creators and fans alike can now participate in storytelling and even expand existing IPs.
“AI removes even more of the barriers to creation. Imagine a world where anyone can create any world at all — that’s the world we’re building.”
Dr. Jane Han.
She introduced her concept of “Open Source Creativity,” inspired by software development.
“Open Source Creative is creative with a publicly available source code — or a world bible — that anyone can inspect, modify, and tell their own story from.”
Dr. Jane Han.
She highlighted how this approach is already emerging across industries: from musician Grimes, who licenses her AI-generated voice for public use, to filmmaker David S. Goyer, who is developing his universe Emergence as an open storytelling platform.
“The open-source model is more collaborative. The IP grows bigger, and everyone wins.”
Dr. Jane Han.
Why AI and Blockchain Will Transform IP
Han believes AI and blockchain are accelerating creative evolution — not replacing artists, but amplifying them. “This isn’t about us versus machines,” she emphasized. “It’s about machines that can make us better, faster, able to explore and express ourselves in infinite different ways.”
As an example, she noted how AI is already helping globalize content through instant language translation, allowing creators to reach broader audiences. In parallel, blockchain offers a foundation for creators to own and monetize their worlds fairly.
“David S. Goyer’s Emergence universe is actually being built on Story Protocol, a blockchain layer co-founded by a Korean innovator. It’s one of the first IP-based blockchain foundations — and a sign of what’s coming.”
Dr. Jane Han.
Asia’s Creative Supernova
Turning to Asia, Dr. Han celebrated the region’s rise as a global content powerhouse.
“Asia is now the number one production hub for Netflix. One in three scripted Netflix originals is produced in Asia.”
Dr. Jane Han.
She cited the dominance of Korean IPs such as Squid Game and K-Pop Demon Hunters, both of which have reshaped global fandom culture. “Over 60% of Netflix’s global subscribers have watched a Korean program,” she noted. “And more than 70% of those viewers said K-content made them want to visit Korea. That’s soft power in action.”
For Dr. Han, this creative explosion is no accident. “Asia has deep mythology, incredible storytellers, and cutting-edge technology,” she said. “Put those together, and you get a supernova of creative activity.”
The Future: Collaborative World Building
Dr. Han concluded with a call to action for creators, brands, and fans alike:
“If you’re building platforms, make them open source. If you’re creating IP, think beyond storytelling — build worlds. And if you’re a fan, this is your time. Participate. Create. Expand the worlds you love.”
Dr. Jane Han.
Her closing challenge left a resonant question hanging in the air:
“What does a powerful Eastern mythology look like on the level of Lord of the Rings or Game of Thrones? I’m excited to see what comes out of this region in the next few years.”
Dr. Jane Han.
About Dr. Jane Han
Dr. Jane Han is a creative strategist and storyteller who has led global creative strategy for Meta and Netflix. With a PhD in Fine Art and over 15 years of experience across North America, Europe, and Asia, she explores the intersection of technology, art, and culture.
Connect with Dr. Jane Han on LinkedIn
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