A Man Built Asia’s Fastest-Rising Tech PR Firm by 27: Check The Playbook for Outpacing Bigger Agencies

Taejoon Ryu carries his trophy through the ballroom at Hong Kong’s JW Marriott Hotel, making direct eye contact with seasoned PR agency heads who’ve watched him collect the biggest prize in Asia-Pacific PR. At 27, he’s just become the youngest winner of ‘PR Agency Head of the Year’ at the PR Awards Asia-Pacific – and he’s done it in record time, barely three years after founding Team Cookie.

Ryu has cracked the code on how smaller, nimble PR agencies can outmaneuver established players in the fast-moving tech sector. His formula: pick the right young talent, build international partnerships early and bet big on global sectors like AI and Web3 before the big agencies catch up.

Speed Over Scale

Team Cookie launched in 2022 with Ryu and Vice President Gitae Lim targeting one clear opportunity – the gap between traditional PR agencies and the communication needs of tech startups going global. While established agencies were still figuring out how to talk about artificial intelligence and Web3, Ryu was already building expertise in these areas through his previous role as Vice President of the International Association for Artificial Intelligence & Ethics.

The timing paid off. By 2024, Team Cookie had won the Small Consultancy category at the same awards ceremony. This year, they achieved a double victory – proving that their approach scales without losing speed.

Ryu’s method centres on three operational hubs: Korea, the United States and Singapore. This geographic spread isn’t just about market access – it’s about time zones, cultural understanding and regulatory knowledge that tech startups need when they’re moving fast across borders.

Partnership-First Growth

Rather than trying to build everything in-house, Ryu formed partnerships early. His collaboration with ZDVC, Korea’s youngest venture capital firm, gives Team Cookie direct access to promising startups at the funding stage. The partnership with Spanish GTM consulting specialist How2Go adds market entry expertise that most PR agencies lack.

These partnerships feed directly into Team Cookie’s client base across AI and robotics, Web3 gaming, security, legal tech, fintech, healthcare and what Ryu calls ‘subculture startups’ – companies building products for specific communities that traditional agencies don’t understand. Like other AI leaders focusing on real-world impact, Ryu spotted that emerging technologies need PR professionals who understand both the technology and the regulatory challenges.

The client mix reflects changing PR industry demands as traditional communication tactics struggle with emerging technologies. Web3 projects need to build trust in decentralised systems. AI companies must navigate ethics concerns while explaining complex technology.

The Connector Method

‘I owe this achievement to our excellent partners and colleagues who share our belief that technology advances the world,’ Ryu said after receiving his award. ‘Moving forward, our goal is to become the world’s leading Cross-border Connector beyond Korea, staying true to our mission of enhancing the value of companies through storytelling.’

The ‘connector’ positioning sets Team Cookie apart from traditional PR agencies that focus on media relations and crisis management. Instead of just managing communication, they’re facilitating business relationships and market entry – more like a hybrid between PR agency and business development consultant. This approach mirrors successful networking strategies that build global business empires one connection at a time.

Betting on Emerging Categories

While established agencies chase Fortune 500 retainers, Ryu has positioned Team Cookie in sectors where AI and Web3 are converging to create new business models. These sectors demand PR professionals who can navigate regulatory uncertainty, explain complex technology and build trust with audiences who are naturally sceptical of new technology.

The approach works partly because these sectors move faster than traditional corporate communication cycles. Startups need PR support that matches their pace – something that larger agencies with multiple approval layers struggle to provide.

Team Cookie’s client roster includes partnerships with Korea’s leading AI companies, Silicon Valley unicorns and overseas listed companies driving what the PR Awards organisers called ‘the global AI boom.’ This isn’t just geographic diversification – it’s sector specialisation that creates compound advantages as these industries mature.

Competitive Advantages

The contrast with traditional agencies is stark. While established PR firms are still adding AI and Web3 expertise, Team Cookie built their practice around these sectors from day one. When regulatory changes create new communication challenges, they’re already positioned to help clients navigate them.

Their global operation also differs from typical agency expansion. Rather than opening offices and hiring locally, they’ve built partnerships that give them cultural and regulatory expertise without fixed costs. This approach lets them move into new markets quickly while established agencies are still planning their expansion plans. Like technical leaders seeking global impact, Ryu recognises that diverse geographical experience creates better outcomes.

The Seoul startup environment provides additional advantages. Korea’s government supports startups with programmes aimed at creating global unicorns by 2030, and the country’s AI sector is rapidly evolving with startups leading development in generative AI and B2B solutions.

Next Phase Growth

Ryu’s stated goal is becoming a leading cross-border connector beyond Korea, supporting not just Korean firms but anyone with global ambitions. The approach suggests Team Cookie will continue focusing on speed and specialisation rather than trying to compete directly with larger agencies on traditional metrics like headcount or office locations.

The PR Awards recognition validates this approach at a crucial moment. As Web3 systems expand in 2025 and AI adoption accelerates across industries, demand for specialist communication support will likely outpace the ability of traditional agencies to build relevant expertise. Similar to how tech CEOs profit by focusing on specific market needs, Ryu’s sector specialisation creates advantages that larger competitors can’t replicate quickly.

Team Cookie’s combination of sector knowledge, international partnerships and operational speed creates advantages that are difficult for larger competitors to replicate quickly. In a field where relationships and timing matter more than infrastructure, Ryu has built a business model that uses both – and the trophy on his desk proves it’s working.