In the captivating modern phenomena of KPOP, where music, fashion, and performance converge, it is easy to get lost in the dazzling spectacle and wave off any deeper meaning. However, beyond the infectious beats lie a treasure trove of life lessons waiting to be unearthed by those who care enough to listen closely. Considered one of the founding fathers of digital marketing, Dr. Donald Lim is the current Chief Operating Officer of DITO CME and the Chief Innovation Officer of Udenna Corporation who has served in various leadership capacities in media, advertising, and digital spaces. As a distinguished businessman and multi-talented professional, he is certainly not the target audience for BTS or Twice, but as he has come to discover, such lessons are hard to find and even better to keep. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx