Why Netflix, Sephora and Blue Bottle Launched in South Korea

Source: @netflixkr

South Korea is full of trendy and tech-savvy consumers. It's no surprise why many global companies have entered the Korean market in recent years.

Netflix, Sephora, Shake Shack, and Blue Bottle Coffee are some of the brands that launched in Korea in the past 5 years.

While working in Seoul, I created content for global brands like Instagram and CHANEL. During that time, I was fascinated by how locals integrate global brands into their lives.

Source: Diana Park

In 2017, I distinctly remember sitting in a hair salon in Hongdae, a trendy neighborhood in Seoul. I was talking about Stranger Things and recall my hair stylist's bewildered expression as he asked, "What the heck is... Netflix?" Merely a year later, Netflix became the talk of the town among my Korean colleagues and friends.

Weeks before Blue Bottle's Korea opening in 2019, I interviewed the CEO and founder. Enlightened by their dedication to hospitality, I followed their Opening Day journey online. Even before the cafe doors opened, people formed lines out the door - and the signature blue logo bombarded IG feeds that day. #BlueBottleKorea

On the music side, I can't think of a global product that successfully broke through in Korea. I wonder what companies like Spotify are strategizing as they prep their Korea launch.

#WhenGlobalMeetsKorea

*This article was first published on my LinkedIn page on October 23, 2020.