K-Interview: Marianna Baroli (Journalist)

Interviewed by: Ayush Kumar (Delhi)

Edited by: Jayati Bhardwaj (Delhi)

Marianna Baroli is an Italian journalist and investigative reporter renowned for her immense work promoting the Korean Wave, also known as “Hallyu,” in Italy. In 2020, she launched Italy’s first dedicated section on South Korean Entertainment while working for Panorama magazine and Le Verita newspaper. Beginning her career as an Honorary Reporter for Korea’s Ministry of Culture, Sports and Tourism, she became Hallyu’s voice in Italy, famously greeting Korean artists with “Ciao Marianna and Panorama.”

Marianna’s extensive work ranges from in-depth interviews of top Korean K-pop idols and groups to insightful reports and articles on K-pop, K-beauty, and Korean Tourism. Her book La Corea dalla A alla Z (2023), further shows her commitment to sharing Korean Culture with wider audiences in Italy.

What was the turning point that made you cover Hallyu and South Korean entertainment-related content?

It was the deep-seated need to express my passion on paper—a passion that had been growing inside me for years. The COVID lockdown provided a unique opportunity to slow down and reflect, enabling me to dive into writing and research in a way I never had before. That period of enforced pause allowed me to develop a project that has now become an integral part of my life, turning a personal calling into a professional mission.

What inspired you to write your book La Corea dalla A alla Z, a comprehensive guide to Korea? What challenges did you face while writing it?

I was pleasantly surprised by how the project evolved, especially as it came together in collaboration with the Korean Ministry of Culture and the Korean Cultural Institute in Rome. Their support transformed the book into something extraordinarily precious to me, sealing my bond with Korea. While the process was immensely rewarding, it also presented challenges such as ensuring cultural accuracy, bridging language gaps, and presenting a balanced narrative that did justice to the rich diversity of Korean culture.

​Your book was published with the support of the Korean Ministry of Culture and the Korean Culture Institute in Rome. What kind of support did they provide and what was the approach to gathering and presenting this extensive knowledge?

Well, the journey behind the book was one I steered independently. I took the initiative to conduct a multitude of interviews and promote figures whom I believed deserved recognition—individuals with fascinating stories and contributions to Korean culture. While the Korean Ministry of Culture and the Korean Cultural Institute in Rome provided a formal framework for the project, the core of the work was driven by my own research and commitment. This approach allowed me to present a comprehensive and authentic narrative, ensuring that the rich tapestry of Korean culture was depicted with the depth and respect it truly deserves.

You also worked for La Verita and Panorama in the Korean entertainment section. How was your experience translating and contextualizing Korean Culture for Italian audiences?

Working in this field has been both challenging and enriching. I primarily work in English, which is my second language, and although I understand Korean, I’m not confident enough to speak it fluently. This linguistic dynamic has taught me the importance of precision and cultural sensitivity. I strive to translate and contextualize the intricacies of Korean culture so that Italian readers can appreciate both its modern vibrancy and its traditional depth without losing the essence of the original narratives.

You are pretty active on Instagram as “Countingstars,” how do you use it to connect with your audience who share the passion for Korean culture?

“Countingstars” is a very personal project for me. Although the name originates from a track that is deeply tied to my adolescence—the song “Counting Stars” by Sugarcult. Initially, I was reluctant to mix my personal profile with my professional work, preferring to keep them separate. However, I soon realized that this platform is an essential part of my life. Now, I use it as a multi-form medium: in technicolor, I share vibrant snippets of my personal journey, and in black and white, I showcase professional interviews and insights. This graphic “trick” not only balances my profile but also makes it accessible to a diverse audience. While I don’t consider myself an influencer—preferring that the spotlight remains on the artists—I do share glimpses of my private life through selfies, food, and other personal passions.

Hallyu has really grown immensely in Italy over the years. What have been the key reasons behind this cultural shift in your opinion?

The growth of Hallyu in Italy can be attributed to several factors. The universal appeal of K-pop with its captivating performances, the global success of Korean dramas, and the rising popularity of K-beauty have all contributed significantly. Additionally, the digital age has played a crucial role; social media platforms have made it easier for Italian fans to access, share, and engage with Korean culture. I believe that this accessibility, combined with a shared passion for innovative and diverse cultural expressions, has cemented Hallyu’s place in Italy.

Could you tell us more about your upcoming projects and what your readers can anticipate soon?

The year 2025 has started with a bang, and my ambition continues to drive me to reach for even greater heights. I’m currently developing an array of exciting projects—both online and offline—that include new travel experiences, exclusive interviews, and innovative cultural features. My goal is to continue expanding the narrative of Korean culture in Italy, adding fresh and engaging pieces that capture the evolving dynamics of the Hallyu wave. I’m excited for the journey ahead and can’t wait to share these upcoming adventures with my readers.

As a journalist bridging K-pop culture and Italian audiences, was there a significant cultural misunderstanding between South Korea and Italy that you had to navigate while writing your book? Could you share that experience and what insights you gained from it?

Certainly, there were moments when cultural nuances were easily misinterpreted. One particular challenge was reconciling the collectivist mindset prevalent in Korean society with the individualistic tendencies common in Italian culture. For instance, concepts like respect for hierarchy and community values in Korea sometimes clashed with the Italian emphasis on personal expression. Navigating these differences taught me the importance of contextualizing cultural practices rather than judging them by one’s own cultural standards. This approach has enriched my storytelling and deepened my respect for both cultures.

How did incorporating personal stories and nuanced cultural perspectives shape the way you presented K-pop culture to your Italian audience in your book?

Personal stories and nuanced cultural perspectives were pivotal in humanizing the vast landscape of K-pop culture. By including interviews, personal anecdotes, and behind-the-scenes insights, I presented a more relatable and layered narrative. This approach not only demystified the entertainment industry but also allowed readers to connect emotionally with the topics explored in the books. It also transformed the book from a mere guide into an immersive cultural journey that celebrates both the glamour and the real-life stories behind the headlines.

Since launching the first Italian media section dedicated to South Korean entertainment on Panorama in 2020, what has been the most surprising shift you’ve seen in audience interest and industry trends?

One of the most surprising shifts has been the transformation in the way audiences engage with Hallyu content. Initially, it was mainly younger audiences who were vocal about their fandom. However, over time, many have come forward declaring their passion—even those who never thought of themselves as fans before. This broader engagement isn’t just about age; it’s a genuine awakening, with people eager to share their newfound admiration. At the same time, there’s been a trend where some discuss K-pop in superficial terms, driven by hype or personal ambitions rather than a deep, respectful understanding. While it’s important that the conversation continues, for me it’s crucial that it is carried out with the right mood, through thorough research, passion, and dedication, rather than merely chasing trends or fame. This evolution, which also includes a growing collaboration between Korean and Italian creatives, has been both encouraging and inspiring.

What are the best experiences you had while traveling from Italy to South Korea that showcase the cultural exchange in your work?

Traveling between Italy and South Korea has been a treasure trove of memorable experiences. One standout moment was attending a traditional Korean festival where modern pop culture coexisted seamlessly with age-old customs—a true celebration of cultural fusion. I also vividly remember the warmth and hospitality of local communities in Korea, where I was welcomed into family gatherings that offered an authentic glimpse into everyday life. Beyond these experiences, I’ve made countless friends who have become like family—people I can’t wait to see again, for whom I’d board a plane without a second thought. Moreover, I’ve met professionals in the industry who have evolved into close friends, offering candid advice and support when I stray off course, always standing by my side without judgment.

Last question, through your love and dedication towards Korean culture and entertainment, you pioneered Hallyu-focused journalism in Italy. What advice and suggestions would you give to young enthusiasts or cultural mediators who want to bridge international cultures through their works in the field of journalism?

My advice to young cultural mediators is to embrace curiosity and respect. Immerse yourself in the culture you wish to represent—learn the language, understand the traditions, and engage with the local community. It’s essential to approach cultural exchange with humility and an open mind, recognizing that every culture has its own unique narrative. Also, never underestimate the power of storytelling; authentic, well-researched stories can break down barriers and foster meaningful connections. Finally, be patient and persistent—building a bridge between cultures takes time, but the rewards are immense for both the storyteller and the audience.

On behalf of the entire team at Hallyuism, we would like to extend and express your precious time and share insights about your journey, Marianna! We wish you all the best for your future projects. And lots of love from India!

We hope you all loved reading this interview as much as we loved conducting it. Let us know your thoughts in the comments!