Today the Winter Olympics in the South Korean city of Pyeong Chang begin. Both anticipation and doubt concerning the political situation of the region are casting a shadow over the joyous event. We will use this contest as an opportunity to view the media landscape and media consumption of this East Asian country. Despite or even because of the tense political situation, South Korea has established itself as a precursor of future-oriented technology. We spoke with Hwajin Choi, Audience Development Executive at PR Newswire Asia, about the current challenges of the media and what PR professionals need to know about the culture of South Korea.