Rise of Asia's Voice: Inside MAD STARS with Chairperson Hwanjin Choi

In this Creative Nomads interview, we speak with Mr. Hwanjin Choi, Chairperson of MAD STARS, about how the festival is challenging traditional Western-centric norms, embracing AI and sustainable design, and creating new opportunities for emerging talents across Asia and beyond. From its mission to share "MAD solutions that change the world" to its pioneering “Diverse Insights” and SDG categories, MAD STARS is helping reshape the future of advertising and who gets to define it.

As Asia’s creative industries rise onto the global stage, MAD STARS stands out as one of the region’s boldest and most inclusive platforms. Held annually in the coastal city of Busan, South Korea, the festival is not just an awards show. It’s a global movement built around innovation, diversity, and social impact.

For those who may be new to MAD STARS, how would you describe the festival’s mission and what makes it unique compared to other global creative festivals like Cannes Lions or Spikes Asia?

MAD STARS, launched in 2008, is the first and only international creative festival from Asia that targets the global market. Guided by the slogan “Share MAD solutions that change the world,” MAD STARS has evolved into a distinctive platform that embraces not only commercial success but also social impact and cultural diversity.

Four key factors distinguish MAD STARS from other global advertising festivals:

First, MAD STARS moves beyond Western-centric creative standards by placing value on local insights and cultural context. A dedicated “Diverse Insights” group within the entry categories recognizes cultural differences as vital sources of creativity.

Second, MAD STARS emphasizes public value and social messaging alongside commercial performance. This is reflected in its decision to present two Grand Prix of the Year awards each year: one for commercial advertising and one for public service advertising.

Third, MAD STARS continues to grow beyond the bounds of traditional advertising, expanding into marketing, digital content, and other domains in response to the rapidly evolving communications landscape. It serves not only as a festival but also as a forward-looking platform for exploring the future of creative industries.

Fourth, MAD STARS is an open festival that welcomes not only industry professionals but also students and members of the general public. Anyone with a compelling idea and impactful work—regardless of background—can submit entries and be recognized. The festival also features exhibitions, pop-ups, and public conferences designed to make the value of creativity accessible to all.

Asia is home to many fast-growing creative markets. What advice would you give to agencies and young creatives from across Asia who want to participate in MAD STARS and showcase their work on a global stage?

Aiming to win a global award can be a powerful source of motivation. However, aligning too closely with Western perspectives may sometimes work to your disadvantage. True creativity begins with delivering messages that resonate deeply with your own market and audience. I encourage you to focus on crafting campaigns that move people by drawing on your unique cultural background and market-specific insights.

As mentioned earlier, MAD STARS embraces this philosophy through its “Diverse Insights” category, which celebrates creative work that succeeds locally. This category is designed to ensure that campaigns rooted in local relevance can also gain recognition on the global stage.

How is MAD STARS embracing new trends in tech and creativity, such as AI, sustainability, and inclusive design, in this year’s program?

The theme of MAD STARS this year is “AI-vertising: AI Advertising Marketing Era,” reflecting the rise of artificial intelligence as a transformative force across the creative industry. AI is fundamentally reshaping the entire creative workflow—from strategic planning and ideation to production and optimization. In response to this shift, MAD STARS is spotlighting AI’s role through a series of dedicated sessions and curated exhibitions that showcase the latest advancements in AI-driven marketing and advertising.

In parallel, MAD STARS actively promotes social impact and sustainable innovation through its “SDGs Stars” category, which centers on the UN Sustainable Development Goals (SDGs) and inclusive design practices. As a future-oriented platform, MAD STARS is committed to cultivating an ecosystem where technology, creativity, and social responsibility not only coexist but drive progress together.

What are some of the key initiatives MAD STARS is driving beyond the awards—whether in education, networking, or fostering global creative collaboration?

MAD STARS is more than just an awards show—it serves as a multifaceted platform that fosters education, networking, and global collaboration. A prime example is the New Stars MAD Competition, a marketing and advertising contest for professionals with less than five years of experience from around the world. In parallel, the Young Stars MAD Competition is held annually for university students aspiring to launch their careers in the creative industries.

MAD STARS also hosts a global conference where industry leaders share key insights, along with thematic exhibitions, workshops, networking lounges, and official networking parties that facilitate meaningful exchanges. Through these programs, MAD STARS continues to play a leading role in advancing global connections and driving sustainable growth within the creative economy.

Looking ahead, what is your vision for MAD STARS’ growth and its role in shaping the future of the global creative economy?

As a central hub of the global creative industry, MAD STARS will continue to expand beyond advertising into marketing, digital content, and beyond—further strengthening its role as a platform for sharing impactful creative solutions.

With a special focus on Asia, MAD STARS seeks to actively discover and showcase outstanding campaigns from diverse markets around the world.Through these efforts, it aspires to become a festival of connection and inspiration, contributing meaningfully to the ongoing evolution of the global creative economy.

Source: Adjournal Asia

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ABOUT MAD STARS

MAD STARS is an international festival and awards program celebrating marketing, advertising, and digital content that combines creativity with cutting-edge technology. Held annually in Busan, South Korea, it is the only global festival of its kind based in Asia, welcoming participation from creative professionals and emerging talents around the world.

The 2025 edition of MAD STARS will take place from August 27 to 29 in Busan under the theme“AI-vertising: AI Advertising Marketing Era.”This year’s festival will spotlight how AI is reshaping every stage of the creative process—from planning and production to storytelling and strategy—while also exploring the opportunities and challenges the industry faces in this rapidly evolving landscape.

Each year, more than 350 industry experts from over 70 countries come together to evaluate submitted works, bringing diverse perspectives and global standards to the judging process.

In addition to the global awards ceremony, MAD STARS features international conferences, exhibitions, workshops, and two signature competitions: the New Stars MAD Competition for professionals with less than five years of experience, and the Young Stars MAD Competition for university students aspiring to enter the creative industry.

With the mission to “Share MAD solutions that change the world,” MAD STARS continues to grow as an inclusive, future-facing platform that connects people, ideas, and innovations through creativity.

For full details about this year’s MAD STARS Festival—taking place from August 27 to 29, 2025 in Busan, South Korea—visit the official overview page: MAD STARS 2025 Festival Details

Source: Adjournal Asia