When South Korea’s Badminton Association introduced a revolutionary contract model in 2023, skepticism filled the air. Critics questioned the wisdom of giving national athletes more freedom and control, fearing it might erode discipline or dilute the centralized structure that had yielded decades of success. Fast-forward to mid-2025, and one name stands as a shining testament to that bold reform: An Se-young.
Now the reigning World No. 1 in women’s singles and the recent All England Champion, Se-young’s blistering form, mental composure, and improved consistency have been hailed not just as personal triumphs but as early validation of a system designed to empower rather than restrict. Her transformation, both on and off the court, has sparked an international conversation—particularly in Malaysia, where the Badminton Association of Malaysia (BAM) continues to search for a sustainable model that produces champions without burning them out.
Could South Korea’s new contract model be a blueprint for BAM?
The Traditional System Structure Discipline and Its Limitations
For decades, both South Korea and Malaysia followed a similar centralized national training system. Athletes selected into the national team trained under strict supervision, with limited say in coaching preferences, tournament scheduling, sponsorships, or even personal branding. Everything was managed by the association.
This model had its merits—it created structured pathways, promoted discipline, and allowed uniform development. Both nations produced world-class players under this system: South Korea boasted legends like Lee Yong-dae and Son Wan-ho, while Malaysia brought the world Lee Chong Wei and Goh Liu Ying.
However, by the 2020s, cracks began to appear.
Burnout, stagnation, and brain drain became recurring problems.
Players grew frustrated by limited control over their careers.
Talents left the national team to become independent professionals, often clashing with their federations over funding and support.
The situation called for change—and in 2023, South Korea acted first.
South Korea’s New Contract Model Autonomy Within Structure
The Korea Badminton Association (KBA) introduced Se-young a revamped athlete contract system focused on three key principles:
- Flexible Athlete Autonomy:
Top-ranked players were given increased freedom in choosing coaches, tournaments, and training locations. Selections were still subject to oversight, but players had a stronger say. - Performance-Based Incentives:
Contracts were tiered, with monetary and logistical support tied directly to results, consistency, and professionalism. It encouraged competitiveness while rewarding accountability. - Open Collaboration with Private Clubs and Sponsors:
Instead of centralizing everything, the KBA fostered partnerships with private badminton academies, corporate sponsors, and local clubs, integrating them into the national structure.
An Se-young was one of the first elite players to sign under this new system—and the results have been staggering.
An Se-young A Star Unleashed
Prior to the contract overhaul, Se-young had already made waves. She was young, talented, and consistently ranked among the top 5 in the world. But there was always a sense that her game was too safe, too restrained, possibly a byproduct of the rigid system that emphasized error-free play over creativity and aggression.
Under the new contract, Se-young was granted permission to train abroad periodically, work with mental conditioning specialists of her own choosing, and co-design her tournament calendar with input from both her national coaches and personal team.
“I finally feel like I own my career,” she said in a recent interview. “Before, it was like I was following instructions. Now, I’m leading the journey.”
Her gameplay transformed. In 2024 and 2025, she added more aggression, refined her net play, and improved her court coverage. Her ability to vary pace and rhythm became world-class, turning her into a more complete player.
Her achievements since then include:
- All England Open Champion (2025)
- World Championships Silver Medalist (2024)
- Asian Games Gold Medalist (2023)
- World No. 1 ranking holder for over 30 weeks
More than the accolades, her mental composure and on-court maturity have become hallmarks of her style. The contrast between the 2022 version of Se-young and the 2025 version is night and day.
Malaysia and BAM At a Crossroads
While Se-young is thriving under her new arrangement, the Badminton Association of Malaysia (BAM) finds itself grappling with internal questions. The national body has faced:
- High-profile departures of elite shuttlers to independent status (e.g., Lee Zii Jia).
- Mixed results at international tournaments.
- A perceived rigidity in handling athlete concerns.
Lee Zii Jia’s split from BAM in 2022 was a defining moment. His decision to go independent triggered national debate. Although he found sponsorship and crafted his own path, he also faced criticism for inconsistent performances and struggled without the infrastructure of the national team.
In contrast, BAM has attempted reforms:
- Allowing more international tournaments for young players.
- Providing partial autonomy in sponsorship negotiations.
- Engaging with corporate leagues and private clubs.
But these efforts are still cautious. The central question remains: How much autonomy is too much?
What Could BAM Learn from Korea
South Korea’s model is not a dismantling of structure, but rather a modernization of it. It keeps the best of centralized development—resources, scientific support, and competition exposure—while respecting athlete agency.
If BAM is to adopt a similar model, here are key takeaways:
Tiered Contracts Based on Performance and Commitment
Not every player needs the same level of freedom. Top-tier athletes like Lee Zii Jia or Pearly Tan could be offered semi-autonomous contracts, while junior players remain under a more traditional setup. This allows room for growth, reward, and ambition.
Partnerships with External Coaches and Clubs
Rather than viewing private coaches or academies as competition, BAM could integrate them into the national ecosystem. For instance, elite players may have dual coaching arrangements, similar to how tennis players operate on the ATP/WTA circuits.
Sponsorship Flexibility and Branding Support
Athletes today are not just competitors—they are brands. South Korea’s model allows players like Se-young to manage their image, social media, and endorsements, while adhering to basic federation guidelines.
BAM could implement a brand management framework that empowers players to grow commercially while maintaining national alignment.
Holistic Athlete Development
Mental health, injury management, and off-court education should be embedded in contracts. Se-young’s collaboration with mental coaches and sports psychologists has significantly improved her resilience.
Malaysia has the talent. What it needs is a support system that evolves with time, rather than one stuck in tradition.
Potential Challenges for BAM
Of course, emulating Korea’s system is easier said than done. BAM would need to navigate:
- Bureaucratic resistance from within.
- Public perception about favoritism or double standards.
- Financial restructuring to support contract diversity.
- Clear exit clauses for both players and the association.
It’s also crucial to remember that Se-young is an exceptional athlete with high discipline. Autonomy worked for her because she used it responsibly. BAM would need strong evaluation mechanisms to ensure the same.
Voices From the Court What Do Malaysian Players Think
Several current and former Malaysian players have spoken on the issue, albeit cautiously.
A current doubles player, who requested anonymity, said:
“We need a model that understands we’re individuals, not robots. Some of us train better with specific methods. We’re not asking for chaos—just trust.”
Former mixed doubles ace Goh Liu Ying, who also turned independent late in her career, remarked in a podcast:
“South Korea took a risk. But look at Se-young now. That’s the proof. Malaysia needs to be brave too.”
Even Lee Zii Jia, when asked if he would rejoin BAM under a more flexible contract model, responded:
“If the terms were right and respected my career direction, I would never close the door.”
Beyond Asia, global badminton is evolving. India, for instance, now encourages private coaching alongside national training. Denmark has long supported club-based models. Indonesia, while still centralized, is experimenting with athlete co-management.
BWF itself has acknowledged that badminton’s future success depends on supporting diverse athlete pathways. Flexibility is becoming not just desirable, but necessary.
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