Soon-Young (Shownal) Han: The Casting Director Redefining Global Collaboration

In an era where content knows no borders, casting has become more than selecting faces for the screen—it has become an act of cultural translation. Few understand this better than Soon-Young Han, also known professionally as Shownal Han, a global casting director whose work is quietly reshaping how Hollywood, Korean content, and international brands collaborate.

One of the most striking examples of Han’s global reach can be found far beyond traditional sets—etched into the Nevada desert and visible from space. As part of a Hyundai Motor Company global advertising campaign, Han contributed to a creative team that helped realize a deeply human story on an unprecedented scale. Hyundai recreated a 12-year-old girl’s message to her astronaut father aboard the International Space Station using tire tracks formed by 11 Hyundai Genesis vehicles.

Over two weeks at Delamar Dry Lake, 30-meter-wide letters stretched across 5.55 square kilometers—nearly twice the size of Central Park. The message was seen from orbit, photographed by the astronaut himself, and officially recognized by Guinness World Records as The Largest Tire Track Image.

Before building her career in the United States, Han was already an established casting expert and business leader in Korea. When she relocated to America over a decade ago, she entered Hollywood not through traditional pipelines, but through direct relationships. By working closely with top agencies such as WME, CAA, and UTA, she pioneered what many now refer to as “borderless casting”—bringing major Hollywood actors into Korean advertising campaigns at a level previously unseen.

Her casting portfolio includes global campaigns for Korea’s most influential brands, including Samsung, LG, Hyundai, and Hanwha. In each project, Han’s role has gone beyond logistics; she has consistently elevated Korean storytelling by pairing it with international talent and global creative standards.

More recently, Han has taken another significant step forward—casting American actors for Korean films and series. As Korean content continues to dominate global platforms, she recognized early that Hollywood performers were seeking meaningful roles within Korea’s rapidly expanding creative landscape. By positioning herself at the intersection of these industries, Han has become a key figure for Korean directors and producers looking to expand their narratives beyond national borders.

This exchange has created new creative energy on both sides. American actors gain access to bold storytelling formats, while Korean productions benefit from diverse perspectives that resonate with international viewers.

Her work extends beyond entertainment. Han is also a curator of global thought leaders, connecting Korea with internationally respected voices in science, innovation, and education. Among her current projects are collaborations with former NASA astronaut and ISS Commander Terry Virts, as well as Dr. Rebecca Robbins, a sleep scientist at Harvard Medical School.

These collaborations reflect Han’s belief that storytelling extends beyond film and advertising. Knowledge, research, and real world experience can be cast just as thoughtfully as actors, creating impact far beyond the screen.

Within the global creative community, Han is often described simply as “the bridge.” She navigates seamlessly between Korean production companies, Hollywood agencies, creative directors, and high-profile talent, guided by a philosophy that defines her career: meeting people others cannot reach, seeing opportunities others overlook, and building connections others never imagined.

As the global content ecosystem continues to evolve, the role of the casting director is changing with it. Soon-Young Han stands at the forefront of that transformation—shaping a future where collaboration is not limited by geography, language, or industry silos.

“My work is about helping extraordinary talent find a bigger world,” she says. “That will always be my mission.”

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