Many brands try to understand how Korean consumers behave…
But are we really understanding them well?
I’m writing this blog because many international brands — even big ones — just trust “local insights” from a large agency.
And I get it — they really don’t have the time to figure out what’s actually happening in each market… because most well-known brands are managing over 40 markets at once.
As they say, if they need to go deep into a specific market, it usually means something went wrong there.
But I believe it’s all about the vision your brand has for each market.
If you just want consistent growth, missing a few opportunities might be okay.
But if you’re aiming for fast growth or want to become the #1 brand or the go-to for your product category, then a few small tweaks can make all the difference — and bring the best ROI possible.
During our conversation with the International Director and Marketing Director of a 9-figure FMCG brand, I asked them how they came up with the theme/concept for their recent pop-up store.
No offense to them — I just wasn’t sure why they decided to infuse such a “very local” theme into their global brand identity.
- They were actively trying to find ways to connect with Korean consumers
- Their agency told them that “Koreans love K-culture — like K-pop, K-food, and K-themed spaces”
- They had seen decent ROI from past pop-up events, so they felt the need to open one again this year
But honestly — as someone born and raised in Korea — I was shocked that the agency simply said,
“Koreans love K-culture like K-pop, K-food, and K-themed places.”
Do we? Do we really love-love it?
We’re SO used to Korean culture.
If you were born and raised in Japan, Spain, or anywhere else, wouldn’t you also crave something different sometimes?
That’s why so many Koreans are obsessed with traveling abroad — for newness, not more of the same.
Please… places like Insadong or Myeong-dong?
90% of the time, if you ask any Korean, they’ll tell you — that’s for foreigners.
It’s obvious.
Sure, some streets attract Korean shoppers, but the themes of those areas are clearly made for tourists.
This isn’t the first time I’ve seen this mismatch.
When I worked with a well-known global media company on localization and marketing, I discovered that their translator was not a native Korean speaker — and the person made many mistakes in subtitles and even thumbnail copywriting.
The director didn’t know until I brought it up. Eventually, the translator had to be removed from the project.
Now imagine what that kind of mistake could cost your brand: Wrong keywords, wrong brand message, and a wrong experience for your audience.
That’s exactly why I founded our boutique agency — with a team of native-speaking marketers.
We help you get the most out of your campaigns — no fluff, no surface-level insights — and the same level of execution that a strong local brand would expect.
If you’re struggling to scale up in Korea, Japan, or beyond, feel free to apply to work with us.
Our award-winning marketer & founder Hyein — and our team — will work directly with you, bringing local-first strategies and the utmost care.
— Hyein
At HY MARKETING, we help international brands succeed in South Korea, Japan, and English-speaking markets by specializing in tailored social media strategies and local insights.
Feel free to follow us on other social platforms or connect with us for more tailored guidance.
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