An Interview With Jason Yu of Green Tea Grafitti

I encountered Green Tea Graffiti thanks to business coach Venus DeCoy.  An intriguing group, it's an Asian Pop Culture site that seeks to go beyond the gossip, and bring people together across the ocean.  I instantly twigged on that it was one of those "profan" sites, a fan site done professionally, the kind of site where people can grow their skills and business.  So . . . well look, is anyone here surprised I love interviews?

Let's meet Jason Yu, the CEO and Founder!

1) So let's ask the question - how and why did you found Green Tea Grafitti.

We love Asian pop culture!  The story on how Green Tea Graffiti (GTG) started was how many other businesses and fan sites started: talking to friends about ideas.  I noticed that my friends and I would constantly talk about the newest music from Japan or the latest movies from Korea.  It got to the point that we'd talk about Asian pop culture 24/7 the way ESPN talks about sports all the time.  It was really one of those crazed-obsessions!  Then one day, my friend asked the question, "why don't we make a fan site ourselves?"  From there, the beginnings of GTG took off!

One of the main goals of GTG is to talk about Asian pop culture in a more intellectual and thought-provoking sense. About 95% of all Asian pop culture sites talk about celebrity gossip, show stunning pictures of the starlets, and talk about new music releases.  While these sites contribute to Asian pop culture - as I had the pleasure of working for a fairly big site in the past - my friends and I wanted to delve deeper.  We wanted to talk about influences of music artists, which movies are Asian classics, and so on.  The stuff that music industry executives talk about in the US or what Roger Ebert discusses all the time with films.  Very few sites or US-based publications today talk about Asia in that sense.

Since there is a void for sites like GTG - especially in English - we wanted to fill this niche market.  We know that there are fans and newcomers alike that would want to read more in-depth articles.  And GTG is ready to meet that challenge!

2) I know many people that want to launch projects like this and have trouble finding people - how did you do it?

I was very fortunate in that some of my friends already knew Asian pop culture.  So, from the "do they know their knowledge" perspective, my friends definitely had that in the bag.  Looking outside my friends' circle, however, was harder to find people that knew a lot about Asian pop culture.  Asian pop culture is still a niche - although growing very fast - in the US and Canada.  For many people, Asian entertainment is very foreign to the West.  At the same time, there are some diehards and experts of Asian media.  Just look at the Korean fan site Soompi or some of the people that work for Asian gossip sites.  I was blessed with a strong supporting staff from the start that knew their "stuff," but I would say the trait discussed below is even more important.

The more overlooked trait, however, when looking for new GTG people is passion for Asian pop culture.  While yes, GTG (and other Asian pop culture based sites) talk about the coolest new Asian music, there is a lot of hard work.  I know the phrase "hard work" gets thrown around a lot in society, the reality is that many don't have the passion to turn their favorite hobbies into something more.

There are times where there's too much work or reporting on Asian media isn't cracked up to be. Similar to other "fun" industries - such as the video game industry - there's a lot of hard work that a vast majority of fans don't see. And until a person either worked in that "fun" industry or gotten proper advice, they're in for a rough ride.  Passion is what gets you through those hard times and rough patches.  If I see a person that has great enthusiasm, a passion for the work they're applying for, and a strong work ethic, then that person is most likely a keeper.  Again, I was very fortunate that my friends not only knew their Asian pop culture, but had the drive, ambition, and passion for it as well.

3) Do you have any plans to make Green Tea Grafitti a profitable business?

Yes we do.  We are currently in talks with sponsors, investors, and other interest groups.  We're in this for the long haul.

4) How do you manage to balance your day job with your hobby?

I do admit, it is tough to balance my day job with GTG.  It really is two jobs for all of us here at GTG.  The fact is, many people at GTG have both jobs (or school) and GTG responsibilities too.  I believe it comes down to the after-mentioned passion.  All of us truly want GTG to succeed and break it big.  Thus, we all make some sacrifices and use our passion drive us.  

We all find the time to put work into GTG when we're not at our day jobs.  The balancing of our day jobs and GTG also gives us "healthy pressure."  What this means is the optimal amount of stress to succeed.  Too little pressure means a person will become lazy.  Too much pressure means a person will just burn out.  But with the right amount of pressure, it allows a person to work more efficiently.  Instead of wasting time or being unproductive and idle, we manage to somehow work faster and get things done better.  

The fact that I like my day job a lot even lessens any stress I have when I come home and work on GTG.  So for me, at least, my two jobs couldn't be any better!

5) Asian pop culture is big and growing bigger in North America all the time.  Why do you think this is?

I believe the popularity of Japanese anime is a big reason why Asian pop culture took off in North America.  I remember back in 2000 when anime was really in its infancy in the US.  But with fan-subbing, translations, selling of anime at popular chain stores in the US, anime became more mainstream.  The cherry on top is when Cartoon network began picking up series, such as Bleach, One Piece, and Naruto, which made anime thrust into the limelight.  Couple this with the various anime conventions - such as Fanime, AnimeExpo, and Otacon, where people masquerade as their favorite video game or anime characters, and one can see how anime is huge in the West.  

With the growing popularity of anime also exposed people to Japanese artists.  People were introduced to modern Japanese music for the first time.  Music artists such as Utada Hikaru and Ayumi Hamasaki became household names to anime fans. UVERworld and AquaTimez also gained fans in North America overnight when watching the intros of various anime series. From anime, some fans would look into Japanese music for more similar sounding music.

From 2007 to present (2010,) I would say that Korea has also contributed heavily to Asian pop culture in North America. With slick choreography, good looking dancers, and a catchy beat, it can be argued that Korean music has now taken preference over Japanese music for many teenagers and college students.  I don't know how many times I have seen people rapping Korean group, Epik High, or dancing to Korean singer, Taeyang, and his music video, Wedding Dress, in California.

Korean dramas are also quite big within the young demographic in North America.  Many newcomers will watch Full House, My Name is Kim Samsoon, and Chuno, and will look for any other Korean drama they can find.  You know the country of Korea's made an impact in the uS when you see some Costcos selling Korean dramas in the movie section now.

6) What other businesses out there "get" the Asian Pop Culture appeal in North America?

Other than the various gossip sites and fan sites, I would say some newspapers and Asian-based publications "get" it too.  I was reading a well-written, in-depth article on the Wonder Girls the other day in a San Francisco newspaper.  I read about Utada Hikaru in Time magazine a couple years ago.  So I would say publications that have a sizable Asian audience are the ones that understand the Asian pop culture scene.

But there are people outside of businesses that do get Asian pop culture in North America.  US Musicians (especially the hip-hop artists) get it.  Kayne West actually did a track for Japanese hip-hop group, Teriyaki Boyz, a couple years ago.  The Far East Movement, a Asian-American hip-hop movement, invited Korean hip-hop group, Epik High, to perform in the US last year.  The highest selling Japanese artist, Utada Hikaru, did an American single back in 2004.  And even the US network, FOX, invited Korean girl group, Wonder Girls, to perform an intro for the show So You Think You Can Dance?  

I would say Asia is getting more noticed every year.  Compared to ten years ago in 2000, it's safe to say that Asian pop culture has exploded now in 2010 in North America.

7) I've heard some concern expressed that Asian companies (especially Japanese ones) don't "get" the North American market.  Do you agree, disagree, or what subtleties do you see?

I would actually disagree that Asian companies don't "get" the North American market.  With Japanese companies correctly predicting that North America is a good market for anime, these conglomerates made anime incredibly profitable and popular in only ten years.  Ten years ago, I would have guessed that anime would have remained a niche in North America.  To have deals with Cartoon Network, AnimeExpo, and various web sites to legally stream anime became very profitable to Japanese companies.  I mean, I didn't think anime would appeal to the average gamer or cartoon fan that grew up with Marvel or DC comics.  Boy was I wrong!

As for Korean music, I understand how they made their style of music popular to the masses.  You get some beautiful dancers, team them up with some crazy dance moves, a beat that sounds similar to American music and volia, you have instant success.  

Many of the Korean music executives are actually either US born or US influenced (grew up in the US for a short time or went to college there,) so they understand how musical tastes work in North America.  In fact, Park Jin-young (or called JYP for short) is one of the founders of modern Korean music.  He predicted that his singers, Rain (now with his own label,) and Wonder Girls would have appeal in the US.  He is the one that set up the Wonder Girls to tour with the Jonas Brothers last year and make guest appearances in other shows and concerts.

SM Entertainment, another huge Korean conglomerate, also knows the US market too.  They host (along with other labels) the Hollywood Bowl every year - a Korean concert in Los Angeles with big name Korean singers.  They also look for new talent in the US, as they hold English auditions in select cities to see if they can get the next big singer in the US.

Asian companies, I feel, know how to work the North American market.  And the Asian pop culture influence is showing.

8) What advice do you have to people wanting to turn their interests into a venture like this - or a career!

Have the passion, desire, and work ethic to make your interest work.  Knowledge in your particular field (Asian pop culture in GTG's case,) while also useful, is second to the previous listed traits.  As hinted in question 2, you really have to be obsessed with wanting to win and succeed.  Was Michael Jordan obsessed with winning?  Was Kobe Bryant obsessed with winning?  Of course, the answer to both is yes.  That's why those two basketball players are among the best of all time.  

Same thing with business and hobbies that turn into profitable businesses.  If you're not totally into what you do, you'll quit without giving it your all.

Thanks to Jason for the interview - and I hope my readers will visit Green Tea Graffiti!

- Steven Savage

Comments

[Heather H]

This is really cool. I have high hopes for GTG and grow excited of all the top Asian news that we'll be able to experience! I've always wanted to know what is happening with Japan but I can't seem to find a good organized website where I can get this information. Good luck guys!