Crafting the personal brand of Dan Kim ahead of his Netflix debut

Case Study — Building a Personal Brand for Netflix’s Dan Kim

Turning Potential Into Influence

At Dorée, we believe every idea, and every person, has the potential to become gold. But without the right strategy, even the best personalities can go unnoticed. We've been working with Kim Daniel for the past three years, and our work with Dan Kim shows what happens when branding, strategy, and PR comes together with purpose.

The Challenge :

We have met Daniel while filming the Korean Youtube Dating show Ramyun & Chill, charismatic, ambitious and with a unique presence, we've immediately saw a unique potential within him.

While the show got 10M views when launched, this was just the beginning of his career as a public personality, and with more budget, he decided to go full in and trust us with his personal branding strategy.

We connected him to Netflix and he was immediately casted in a dating show that will launch in 2 months on the famous platform,.

With him, our mission was to craft a personal brand strong enough to elevate him beyond a single moment and help him grow into a lasting, credible voice in media.

What We Did :

1. Brand Discovery
We spent time understanding Dan’s personality, values, goals, and the image he wanted to share with the world. These insights shaped the foundation of his brand.

2. Visual Identity & Brand Language
We designed a full identity system: style, fashion, way of walking, personallity and tone of voice — all tailored to present Dan as confident, relatable, and ready for global recognition.

We also created with luxury houses for brand sponsorship throughout the show, and aiming to create his own personal unique style.

We've also prepared the entire scripting of the show with Netflix, aiming to make him liked by his audience within the first few seconds of the show.

3. Social Media Strategy
We built a full content plan focused on storytelling and emotional connection.

Through short-form videos, community growth tactics, and platform-specific strategies, we made his content both engaging and scalable.

4. Creative Direction & Photoshoots
We led the direction for several branded photoshoots, creating images that felt real, powerful, and in line with both Dan’s story and his professional goals.

5. PR & Brand Partnerships
We helped Dan form valuable collaborations, including a highlight partnership with Gentle Monster, features at Seoul Fashion Week, and positioning with luxury and lifestyle brands. We've also established unique collaborations with strong public figure like Son Heung Min, SOMI, Mikaela Rivero, JESSI, Jin and Hatti and more.

6. YouTube Channel Launch
We launched and managed Dan’s YouTube channel with a clear vision and growth plan. The result? A platform that not only grew fast, but also built a deep connection with his audience.