A legacy-driven media platform documenting Korean excellence in culture, economy, and identity
By Lee Soo-jung
Photo Credits: Mom & I
A former marketing professional in a UK firm, Sydney Kim, has transitioned to a full-time YouTuber without regrets or doubts impacting her decision. Her honest charm captivates 230,000 subscribers worldwide, as she devotes herself to living in the moment.
Sydney Kim, also known as Kim Seo-yoon, has emerged as a global YouTube beauty star introducing Korea’s "K-Beauty" from the United Kingdom. With a background in Journalism and Marketing, she entered the industry after graduating in London. Now, she commands attention with her beauty channel, “sydneytoyou,” which was selected as one of the "9 Best South Korean Makeup Artist & Beauty Vloggers to Follow on YouTube” by the American online magazine, Bustle.
Her youthful voice and demeanor have likened her to the “youngest sibling” archetype. Despite primarily broadcasting in English, she offers Korean subtitles to bravely bridge audiences both domestically and internationally.
Interviewed by Yoo Ha-young, Guest Reporter
Coordinated by New York Korean Cultural Center
Sydney Kim: Although I created my channel in 2013, I started actively focusing on it from 2014. I entered the field of communication, aspiring to work at major broadcasters like the BBC. My fascination with YouTube commenced as a personal interest when I first settled in the UK. YouTube was a comfort and a practical guide to living abroad, and I even learned much of my English from content creators.
Sydney Kim: As a university student, I naturally became more aware of makeup and fashion. Dedication and self-study were key as I couldn’t afford formal classes. Over time, as I honed my skills and received compliments, my interest grew.
Sydney Kim: My plump lips used to be a source of insecurity. However, I’ve come to see them as a strong point. My subscribers often leave compliments, transforming my perception. Now, I embrace my lips, adding confidence and evolving them into an attractive feature.
Sydney Kim: If asked to choose one beauty product, I’d advocate for red lipstick, a transformative agent for anyone’s look. It can dramatically enhance your appearance with the right shade for your skin tone. Ensure you test various products to find your perfect match.
Sydney Kim, operating from London, integrates diverse cultural experiences across the Philippines, Australia, and Bahrain, enriching her approach to makeup and beauty — valuable content shared with her global following. Her channel averages over 20 million views, boasting significant engagement, especially from Korean subscribers.
Her content doesn't rely on flamboyant techniques; instead, it offers accessible and relatable insights. The feedback she receives, such as improved viewer self-esteem garnered through her tutorials, is profoundly fulfilling.
Sydney embraced YouTube full-time from 2016, balancing video production solely. Though income hasn't reached expectations, it allows long-term joy and sustainability.
Recently, she participated in a meaningful workshop at the New York Korean Cultural Center, demonstrating makeup techniques and engaging with local fans.
Mom & I congratulates Sydney Kim on her upcoming marriage, and she notes:
Sydney Kim: Thank you! I’m excited about the upcoming wedding. My philosophy is to adapt and flow naturally with life. I strive to reflect this authenticity in my channel — from singlehood to potential motherhood — always embracing life’s natural progression.
Mom & I wishes Sydney Kim a future filled with happiness and success!
