February 2010

Man on a mission

The Apprentice runner-up James Sun will soon be no stranger to our shores with a reality business programme broadcasting in February and the funding to make 10 movies in the region. We speak to this dynamic personality who is intent on becoming a media mogul who’ll change the world

WORDS MICHELLE BONG

“Man, this is hard work,” James Sun complains in jest as he lounges on a grassy incline just outside the lobby of Singapore’s New Majestic Hotel. Over an hour into his photo shoot, he’s changed outfits four times and moved between three different locations. The sun is now rising higher above the rooftops of the shophouses around him. But the man’s not even breaking a sweat.

It’s Sun’s third trip to Singapore, and the Seattle-based Korean-American is in his element. Flashing different smiles, trading banter and holding his poses almost earnestly, the lean 32-year-old has the seven-member crew in giggles as he offers to “look devious” and later, jokes about having a nice butt.

Enviable posterior aside, this motivational speaker, community activist, self-made millionaire and wannabe actor is certainly not lacking in the confidence department either. As friendly as they come, Sun is also polite and articulate, sharp as a tack, and exudes instant likeability.

Not surprisingly, this is the same man who made an impromptu decision to attend a casting audition — dressed only in shorts and a T-shirt, no less — and compete on TV in front of millions for the opportunity to work for property magnate Donald Trump.

He explains: “I happened to be shopping with my wife Julie at the mall where casting calls for The Apprentice were held, and I was approached to join the line of about 300 contestants dressed in suits. I remember thinking it would make a good dinner story, trying out for my favourite reality TV show’.”

That decision has been life changing, to say the least. After a series of gruelling mental, physical and personality tests, Sun went on to become the first Asian male to compete on the show. Along with many others, he was famously fired. But unlike them, the season six alum and runner-up hasn’t disappeared from the pop culture scene.

He has endorsed premium apartment complex Hyundai Hillstate alongside popular Korean actress Ko So-Young, hosted lifestyle programme K-Pop which traces the pop culture and nightlife in Korea, and been part of the judging panel for the 2008 Miss Washington and Miss Washington Teen pageants. He rubs shoulders with celebrities at parties, and he’s gotten calls from billionaires to fly out for stay-overs and lengthy chats over wine.

Recently, his proverbial 15 minutes of fame received another lengthy extension. Sun is the newest artiste signing for Singapore’s premier talent agency Fly Entertainment, and is in the middle of filming reality-based TV series Sun Tzu War on Business in which he analyses the problems of different businesses (ranging from IT to cars) and offers development solutions to turn them around.

Sun reveals: “Each episode of the show features one of Sun Tzu’s Art of War philosophies, which are used to turn a business around or make it more profitable. The audience will get a taste of the kinds of difficulties today’s companies have, and solutions for them. It’s like watching and learning from a real business, because nothing is scripted. Personnel, personality and operation problems will be highlighted amid drama and climaxes. Essentially, you get a crash course MBA, in a very fun way. I actually think people should pay to watch this show!”

But the 13-episode series, he adds, is not just for business or corporate types. “This show is for everybody. Just like you don’t have to be a singer to appreciate Singapore Idol, you don’t need to be running a business to relate to this one.” Filmed in several Asian cities including Singapore, Shanghai, Mumbai and Beijing, the series has drawn Sun to this part of the world. To date, he’s visited China, Korea, Japan, and Vietnam and has his sights on Thailand’s tropical beaches next.

“What I really like about Asia is that I feel so at home here,” he enthuses. “When I’m here, it’s like I’m coming back home. There is so much diversity within each Asian country, and I end up meeting the most interesting people. The cultures are rich, and the food is so good!”

And yes, the rumours are true: he plans to move to Singapore “sometime from March”, but it won’t be his only Asian base. Along with the Lion City, Seoul, Korea is also the place he and his family, including his wife and two little girls aged five and three, will call home.

Another reason behind this move is his involvement in the United Film Fund, a project spearheaded by president of the Academy Awards Tom Sherak to produce 10 feature films in-house over the next few years. Sun has been approached to be a project partner, to source Asian investors, distributors and filming locations. He’s considering basing the fund in Singapore to get investors on board, film and do post-production work.

Community work is also on his agenda. Currently a board member and community speaker for global advancement, leadership and support organisation United Way, Sun hopes to inspire change within Asian communities — starting in Singapore — in relation to his pet causes, including children and education.

“Making an impact in the world is not just about being the richest or most famous guy,” he insists. “I want to leverage on my media platform and business influence to make my dent, by being a guy who inspires people. I want to push people to do a little more, to be a little bit better.”

Sun believes his gear switch, moving from IT to entertainment, isn’t exactly a big one. “My businesses have all been new media-based, primarily the internet. But digital and new media are converging, with people watching movies and TV online. With my background and understanding of the internet space, I like where things are heading and how my life is now,” he says.

“I really want to focus on growing media content as a producer or an actor in Asia. My goal is to be a media mogul who bridges Asia and the US; bringing together financial strengths of China and India and the movie-making expertise of Hollywood.”

To that end, Sun remains busy commuting between three cities a week, living in hotels for up to a month at a time, filming his show, networking like a maniac, getting his Korea-based online English language business off the ground, and mastering the art of kissing his beloved daughters via Skype.

“I didn’t envision all this,” he says matter-of-factly. “Some people go on reality TV and you don’t ever see them again. Others end up doing more; my 15 minutes just happened to have taken on a life of its own, but I’m not just caught up in all this. I’ve got a strategy in mind, a plan.”

Sun Tzu War on Business premieres on Channel NewsAsia on 9 February, at 9.30pm.

HAIR & MAKE-UP PETER KHOR STYLIST FLORENCE LIM; CLOTHES FRED PERRY WHITE POLO FROM PLAYLAB@TANGS, JEANS FROM ARMANI EXCHANGE, BELT & SHOES FROM PEDRO, EMPORIO ARMANI WATCH WITH WHITE STRAP PHOTOGRAPHY RAYMOND LEE /CAPSULE PRODUCTIONS JAMES SUN IS PICTURED AT NEW MAJESTIC HOTEL, 31-37 BUKIT PASOH RD, TEL: 6511 4700