As K-pop continues to expand beyond borders, few companies have taken a bolder approach than Jacso Entertainment. At the helm is Celia Sie, a multicultural female CEO navigating the complexities of the Korean entertainment industry with her global rookie group XODIAC. In this exclusive interview, Celia shares her business philosophy, the challenges of artist development, and how she’s shaping the future of K-pop through XODIAC, technology and diversity.
CEO Speaks: What You Didn’t Know About Jacso and XODIAC
The visionary CEO behind XODIAC, shares how she’s redefining K-pop through global strategy, diverse talent, and a bold leadership approach. Here’s the full interview with Celia Sie.
The CEO on Taking Full Control of XODIAC and What’s Next for the Group
Q: I came across information about Jacso’s partnership with One Cool Group and its involvement in managing XODIAC. Could you clarify the current status of that partnership about XODIAC? Has there been a change in management or ownership, and what does that mean for the group moving forward?
Celia: In fact, One Cool Jacso has withdrawn from the operation of XODIAC in the second half of 2023. XODIAC is currently operated solely by myself. This journey comes with significant challenges. Still, I am fully committed to supporting the dreams of all nine XODIAC members. Although the company has since rebranded as Jacso Entertainment, I remain deeply grateful to Louis Koo for his early support.
Why Jacso Entered K-Pop and How XODIAC Was Born
Q: What motivated Jacso to enter the K-pop industry with XODIAC, and what have been the key business and cultural challenges in launching and positioning a multinational group within Korea’s competitive entertainment landscape, especially compared to your experiences in the Hong Kong market?
Celia: Jacso Entertainment began organizing K-Pop concerts, events, and activities in Hong Kong in 2014, featuring performances by artists such as BEAST, BTS, BTOB, B1A4, and INFINITE, among others. Witnessing the success of these K-pop artists inspired me to aspire to establish a K-pop boy group under my company in the future.
As One Cool Jacso was a newly established entity in the K-pop entertainment sector at that time, it posed considerable difficulties in scouting and recruiting new trainees. I also acknowledge that some trainees may prefer to sign contracts with Korean entertainment companies, which can result in hesitation towards overseas firms.
Consequently, the rookie development department faced numerous challenges in their search for trainees. Ultimately, more than half of the members of XODIAC were recruited individually through our sincere outreach on platforms like Instagram.
A notable cultural difference is evident in the manner in which XODIAC and the staff address me. Staff and artists from Hong Kong refer to me as “Celia” directly. Meanwhile, Korean staff and artists prefer to address me as “대표님” (Representative of the Company). Even after collaborating for over two years, Korean artists continue to refer to me as 대표님, whereas ZAYYAN, SING, and LEO address me as Celia. Furthermore, managers do not monitor the activities of artists outside of working hours, as such monitoring is deemed ineffective. The emphasis is on fostering self-discipline among the artists.
How XODIAC Is Redefining K-Pop with Diversity, Flexibility, and Fashion
Q: What is your overall philosophy when it comes to artist development and management for a group like XODIAC? How do you identify and train talent from diverse cultural backgrounds, manage a flexible group structure, and build a unique global brand that stands apart from traditional Korean agencies?
Celia: The principles of XODIAC are INTERNATIONAL, FLEXIBLE, and FASHIONABLE.
I was born in Hangzhou, China, and raised in Hong Kong. My mother is Shanghainese, my father is Indonesian-Chinese, and my grandmother hails from Surabaya, Jakarta. This multicultural background informed my decision to include members from both Indonesian and Hong Kong backgrounds in XODIAC, as well as ensuring that more than half of the staff are multilingual, thereby reinforcing our INTERNATIONAL positioning.
The term FLEXIBLE reflects the members’ age relative to other rookie groups, as they may be required to fulfill military service obligations within the next two to three years. Among the Korean members, only HYUNSIK has already completed his military service. As a result, not all songs are performed by the full team of nine members. For instance, the pre-debut song “CALLING” featured 6 members. “LEMONADE” was also performed by 6 members. Meanwhile, “LEAN ON ME” and “LOVERS OR JUST FRIENDS” were performed by ZAYYAN, SING, and LEO.
Additionally, the recently reformed sub-unit X-UNIT consists of 4 members. Moving forward, when it is not a solo or full ensemble performance, it will be referred to as X-UNIT, which may include a variable number of members (3, 5, or 6). During periods when XODIAC members are serving in the military, the group can continue its activities under X-UNIT. We also hope that our fans, X-BLISS, will embrace our diversity.
The term FASHIONABLE reflects the members’ maturation into adulthood, bringing an enhanced fashion sense. Through my strong connections with various brands, I aim to provide members with diverse opportunities and experiences, including attendance at fashion weeks. They have already participated in Korea Fashion Week and Milan Fashion Week. These chances enhance their fashion sense while illustrating the intersection of music and fashion.
During the training process, the most significant challenge has been fostering a sense of camaraderie among members who did not grow up together. Given that none of them are teenagers any longer, each member has unique living habits. Consequently, they require additional time to cultivate mutual understanding and rapport. Additionally, ZAYYAN, SING, and LEO have had to learn Korean within a short timeframe. Fortunately, they are exceptionally talented and have acquired proficiency in Korean rapidly.
Investing Early, Growing Steadily: XODIAC’s Revenue and Brand Strategy
Q: What are the core revenue streams for XODIAC today, and how have your business strategies evolved, especially in the wake of the pandemic? Additionally, how crucial are brand partnerships and long-term collaborations to sustaining and growing Jacso’s overall business in the competitive K-pop industry?
Celia: The primary source of income for XODIAC comes from album sales, events, and performances. During the first three years, substantial financial and resource investments are necessary. Managing K-pop groups poses numerous challenges for new companies. Consistent releases of new songs and comebacks are crucial. Fans gradually accumulate with each album release. Despite being a new and smaller company, we persistently navigate each difficulty and hurdle. It is our aspiration that fans grow alongside both the members and the company.
Brand collaborations hold significant importance for rookies. We consistently emphasize that every collaboration is not only a one-time endeavor; extensive marketing efforts are applied to each partnership to foster long-term collaborations with brands. Fortunately, XODIAC has already received support from several international brands before its official debut.
The CEO’s Role on Reinventing K-Pop with AI Innovation and Platform-Savvy Strategy
Q: Jacso has incorporated AI and advanced visual technologies into its music videos, as seen in X-UNIT. How do you envision technology shaping the future of entertainment, and what is your overall content strategy for engaging fans across platforms like YouTube, TikTok, and Instagram?
Celia: Inputting AI elements into the MV of X-UNIT represents an innovative approach by JACSO. We intend to integrate technology within the framework of traditional K-pop MV production. It is essential to note that the use of AI is not as straightforward as it may appear to many. When precise composition is required, the involvement of professional CG technicians becomes imperative. The technical team from Jacso, responsible for producing the AI elements in the X-UNIT MV, possesses extensive experience in post-production for Hong Kong films. As the utilization of AI technology increases, its refinement is expected to follow. AI is intended to assist humanity rather than replace it, enhancing efficiency and providing convenient technological solutions that extend beyond the entertainment sector into various fields and daily life in the coming years.
Our social media promotion strategy emphasizes simplicity. For XODIAC’s promotional materials in 2023, we utilized a vertical format for behind-the-scenes footage, maintaining a duration of 90 seconds. In this fast-paced culture, short videos possess a greater likelihood of being viewed multiple times. Meanwhile, longer formats risk being abandoned midway. For the production of the group’s variety show, we have established a new Instagram account, X-REELOG, to upload 60-second highlights.
Why Emotional Intelligence Is Key in K-Pop Leadership, Says Celia
Q: As one of the few female leaders in the K-pop and entertainment industry—especially as a non-Korean—what unique challenges and opportunities have you encountered, and what advice would you give to other women aiming for leadership roles in this space?
Celia: As a female and non-Korean representative within the K-pop entertainment industry, I find it to be a considerable challenge in my professional journey. However, from a different perspective, this distinctive identity incites curiosity and leaves a lasting impression. It allows the public to easily remember XODIAC and JACSO ENTERTAINMENT.
I believe the entertainment industry is a suitable field for women to pursue, as they possess both rational and emotional capabilities. Success in this industry cannot be quantified by a definitive formula; relying solely on rationality proves to be insufficient. The entertainment sector demands emotional engagement to thrive. Additionally, without this emotional connection, continued success beyond the initial year becomes highly improbable.
Big Plans Ahead: The CEO Hints at a New Era for XODIAC and X-BLISS
Q: As the CEO, what is your long-term vision for Jacso Entertainment and XODIAC over the next few years? Are there specific goals or upcoming projects you’re focusing on, such as new group debuts, international expansion, or standout releases for XODIAC?
Celia: I aspire for XODIAC to achieve recognition with a notable song within the next three years. Selecting an exceptional song for them is my biggest goal, with the hope that audiences will find XODIAC’s music enjoyable. For instance, tracks such as ‘Special Love’ and ‘Midnight Sky’ are considered side tracks. Nonetheless, they have received high compliments.
Indeed, I have a strategic plan in place. In the forthcoming months, XODIAC will embark on a project that I firmly believe will bring joy and excitement to X-BLISS!
Driven by Passion, Powered by Trends: Celia on Leading with Vision
Q: Looking back on your journey, what have been some of your proudest moments in this industry, and what do you personally enjoy most about working in entertainment? What continues to drive and inspire you to stay innovative and ahead of the curve?
Celia: One of the proudest moments of my career has been witnessing my artists receive awards. For example, the artist I previously managed, Dada Chan, won the Best Supporting Actress award at the Hong Kong Film Awards. Additionally, Yao Ming Ming won third place in the idol survival show “Youth with You,” Yu Hao achieved third place in the CCTV talent show “Bravo Youngsters,” and XODIAC has also received over 10 awards. These awards serve as recognition and encouragement for our entire team, motivating us to pursue our path with more determination.
What I appreciate most about this industry is how it perpetuates a youthful mindset and keeps me focused. I firmly believe that entertainment culture must remain at the forefront of trends, which is why I refuse to become complacent. I used to spend two hours each night before bed studying trending topics across major social media platforms and subsequently brainstorming a series of promotional and marketing strategies. Initiatives include conducting challenges in front of 99 subway stations, seven-colored challenges from Monday to Sunday, and engaging in challenges with more than ten children.
Final Thoughts
Celia’s bold leadership and multicultural vision as the CEO for Jacso Entertainment and XODIAC offer a refreshing blueprint for the future of K-pop. By embracing flexibility, diversity, and cutting-edge technology, she’s not just managing a boy group. She is building a global movement that defies convention. As XODIAC continues to grow and evolve, it’s clear their story is only just beginning.
Follow XODIAC for the latest music, updates, and behind-the-scenes moments:
- Instagram: @xodiacofficial
- YouTube: XODIAC Official Channel
- TikTok: @official.xodiac
- Twitter / X: @XODIACofficial
- Spotify: XODIAC on Spotify
- Fan Community: Join the fandom X-BLISS and support their journey worldwide!
Stay tuned—the best of XODIAC is yet to come!
Connect with the author Jessica H. on LinkedIn
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thank you for the article about Xodiac. Terimakasih Kak Jessica H.
Wait, she is not Korean?
Hello.. maybe one day u will be like CEO Celia.. aamiin
Very proud of Jacso thanks
Thank you for making this article, now we know about Xodiac and Jacso Ent. further more