San Diego Business Journal

Joon S. Han of Trifecta New Media Group advises and elevates prestige brands

MEDIA: Joon S. Han Strategizes How to Bring Businesses into New Media

By NATALLIE ROCHA

Joon S. Han has made his career out of advising businesses and sharing his insight with others. His newest venture, Trifecta New Media Group, launched this year with a goal of advising established brands on how to enter into new platforms from social media to podcasting.

Han has focused this passion for audio into helping companies amplify their voice and he previously hosted a podcast called, “Your Biz Rocks” which breaks down the elements of a successful business.

“Podcasting, if you look at like psychologically or from a marketing perspective has got to be easily one of the most powerful forms of marketing out there because it's very intimate,” Han said.

“Very rarely does anyone listen to something in stereo, other than their own voice...And it's the only form of marketing that is the most subversive because you basically are submitting yourself to it, or holding yourself to it all day while you're doing other things.”

Han said he was one of the earliest Asian-American voices to forge a path in podcasting, and he sees this platform as one of the many ways his work can positively impact others.

Learning from Family

For Han, he credits his two sets of parents for teaching him everything he knows about entrepreneurship. Growing up, his family moved around the Los Angeles area and at the time, he didn't realize it was because they were avoiding Immigration and Naturalization Services (INS).

“But we moved around all the time because we were running — running from INS and we lived in the same city, Cerritos for like three years,” Han said. “I remember thinking going into fifth grade like, ‘wow this is the longest you've ever lived in one place,' and that was the year that we got caught and deported.”

Han was living in rural Korea with his family before he and his brother came back to the United States to live with complete strangers, a couple in San Clemente who he called his “white parents.”

“The hustle of my parents working five jobs between the two of them you know all this kind of stuff and it was very entrepreneurial, but lower wage kind of stuff, and then when we moved back to the United States, my brother and I were dropped in the lap of luxury in San Clemente,” Han said.

Han described the contrast of his upbringing in working class, immigrant communities to living in an upper class, mostly white area in Orange County and how that shaped his worldview as a person.

“I learned a lot about entrepreneurship from both sets of parents,” Han said. “There's no way I'd be as successful as I am right now if I didn't have my white parents, because they just taught me some things about, you know I think sociologists call it a ‘hidden curriculum.' It's not taught in school, you know, and you can get an MBA and still not learn most of this.”

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2021-05-17T07:00:00.0000000Z

2021-05-17T07:00:00.0000000Z

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