Bridging cultures in 60 seconds or less

Chyung Eun-ju

In a world defined along vast cultural and linguistic lines, people often dive into study abroad programs, with others choosing books or documentaries to bridge this gap. For Nelson Cho, a third-culture kid turned influencer, the answer was simpler: he logged on to Instagram and shared his take on the nuances of living between worlds.

Instagram is a crowded marketplace where influencers dream of striking gold in the form of viral content, but those dreams are easily overshadowed by a barrage of similar dreamers’ content. With so many vying for a piece of the spotlight, how does one actually stand out? Most creators rely on mimicking trends or rehashing popular ideas, hoping to ride the wave of virality. For some, it works; for others, their stories fade into the algorithmic abyss. Then, there are people like Cho — better known as @sochourner — who defied the noise, not by chasing trends, but by staying true to himself.

"I’ve been amazed by the traction and responses, and I still don’t fully understand it,” Cho said. “But I’d guess it has a lot to do with just being authentic and sharing my story. It wasn’t intentional to add a third cultural perspective; it’s just who I am."

Joel Cho

Born to Korean parents in Brazil, Cho spent his formative years navigating multiple cultures before pursuing higher education in the United States. “Sometimes I felt like the richest person in the room; other times, the poorest,” he says, reflecting on the dualities of his upbringing. As Koreans raised in South America, Cho’s experience resonates deeply with our own, characterized by a constant grapple with identity and belonging in societies that often perceive us as outsiders. These challenges, however, cultivated a distinctive perspective and a remarkable capacity to engage with diverse audiences across cultural boundaries.

“I never fully belonged,” he admits. High school was a study in contrasts: affluent Brazilians, international students and Korean expats each kept to their circles, and Cho floated somewhere in between. But over time, that outsider identity became an asset. “Not belonging gave me the freedom to connect with everyone,” he explained.

Cho's Instagram presence is grounded in authenticity. His rise began almost by accident through his work with a Korean language app. As a product manager, he released a thoughtful, seven-minute video about learning Hangeul. The video struck a chord with the online community and went viral, launching him into the influencer world. Unlike creators who construct personas to fit online molds, Cho remains refreshingly real. “The internet is loud, but thoughtful voices have their place, too,” he says.

Another creator, Hyewon Ku, known as @coreanissima, shares a similar philosophy. As one of the first to produce content about Korea in Portuguese, Ku emphasizes meticulous storytelling. “Working in a foreign language requires planning and care,” she explains, noting that her well-researched content attracts audiences seeking depth. Like Cho, she avoids chasing trends for the sake of views. Instead, her work reflects a commitment to authenticity and meaningful connections.

In an age where sensationalized entertainment often dominates, Cho and Ku’s success stands out as an anomaly. But is authenticity enough to captivate audiences? It can be, but it requires strategy, patience and a clear purpose to translate genuine expression into lasting success.

Instagram thrives on connection, yet its algorithms often prioritize surface-level engagement. For Cho, balancing authenticity and visibility has been delicate. “Part of being a bridge is being stepped on by both sides,” he says. Yet, his focus on cultural storytelling has carved a unique space for him — a testament to the idea that you don’t have to shout to be heard. Ku reflects on this dynamic: “Much of what goes viral today is extreme or exaggerated, often not reflecting reality.” She stresses that social media platforms should commit to higher standards, akin to traditional media.

Kyle Chayka, a writer for The New Yorker and author of "Filter World: How Algorithms Flattened Culture," echoes this concern. In an NPR podcast, he noted, “Digital technology acts as a filter,” mediating what we see and value. This underscores the challenge for creators like Cho and Ku in maintaining authenticity in algorithm-driven environments.

As platforms evolve, the role of artificial intelligence (AI) in shaping these spaces cannot be ignored. Will AI amplify diverse voices or deepen echo chambers and biases? For third-culture creators like Cho and Ku, whose works are deeply rooted in the intersection of multiple cultural identities, this question becomes particularly significant. Ku believes AI must foster cultural exchange rather than perpetuate biases. "AI is like humans — it can be brilliant but also problematic. We need clear rules to ensure it becomes a tool that helps society," she asserts, emphasizing the importance of inclusivity and truthfulness. This requires algorithms to prioritize substance over spectacle. For creators whose power lies in the complexity of navigating dual identities, this shift is essential. No algorithm can replicate the authenticity and emotional depth of lived experiences.

Looking ahead, Cho is hopeful about what platforms like Instagram can do for cultural understanding. He highlights creators like Jonathan Thona Yiombi, who use their platforms to shift narratives, proving that social media can be a bridge, not just a mirror. Ku’s decision to create content in Portuguese reflects a strategic and personal commitment to this vision. This transformative potential, however, raises a critical question: Can AI, an increasingly dominant force in shaping not only online content but reality, complement this vision? Will it weave itself into the cultural fabric of diverse societies, supporting creators like Yiombi and Cho, or will it fall short, reflecting only the values of those who design it?

For Cho, the work is far from over. Through posts, podcasts and videos, his goal is clear: to challenge stereotypes, amplify underrepresented voices and celebrate the messy, beautiful in-between. “This isn’t forever,” he says with humility. “It’s a moment. I just hope to make it count.” As AI continues to influence storytelling, creators like Cho and Ku are striving to ensure this era fosters genuine connections rather than algorithmic erasure.

Chyung Eun-ju (ejchyung@snu.ac.kr) is a marketing analyst at Career Step. She received a bachelor's degree in business from Seoul National University and a master's in marketing from Seoul National University. Joel Cho (joelywcho@gmail.com) is a practicing lawyer specializing in IP and digital law.