I believe all my dear readers watched football game between Korea and Germany last week in 2018 WorldCup in Russia. Can you believe the result? We, Korea, beat the strongest football team in the world by 2 to 0. I was so excited that I could hardly fall asleep that night and went out for drink in a crowd. I believe so were you. What attracted my attention, however, was our young player’s attitude after the game. They seemed to just have a fun in the game, while every other Korean except them screamed and even cried out of victory. The same was seen when BTS recently reached the top in Billboard chart (if you are a Korean but don’t know BTS yet, welcome to the world of fogey). It was totally different from Psy’s “Gangnam Style” 10 years ago when every foreigners visiting Korea should do horse-riding dance at the question of “Do you know Gangnam style?”
Millennial generation is sometimes seen as a different species in the eyes of my peer generation (Yes, I’m becoming 51 this year). I am a father of two boys. The older one is literally a school boy with very good grade, while the younger one belongs to just the opposite. It doesn’t seem like though that the younger envies the older or the older looks down on the younger. They simply accept what the other is without prejudice. One day I asked what their dream is in the future expecting something like ”I wanna save the world” but only to hear they just wanted to be happy and would not follow other people’s desire for them to be. There are more than hundreds of expert analysis re how K-pop becomes a new culture code of the world, but personally I think this new way of thinking in the millennial generation played some roles for sure.
I like the song “Touch my body” by SISTAR, a Korean female idol group. I found the other day at YouTube a music video of the song in acoustic guitar version. I am a big fan of SISTAR and love each member, Hyorin, Bora, Soyou and Dasom (They are all pretty and each has her own voice color). In this music video, however, I could not take my eyes off the male guitarist named Joong Jae Ahn or aka Gyro. I like the new arrangement of the song in the acoustic version and extraordinary guitar playing skill of him (mixing a blues tone with the typical pop melody) but more than anything his attitude in play. You should Look at his face. He really enjoys what he is doing. You may find more of his guitar play by the keyword of Gyro in YouTube.
K-beauty is another Korean culture trend in the world in addition to K-pop. It started as a part of Hallyu, Korean culture wave in Asia and elsewhere for pop music and drama, as the fan’s interest expands from celebrities themselves to the clothing and cosmetics they wear and use. Cutting edge design and technology for cosmetics added on the top, K-beauty is gaining more and more popularity outside Korea. Not as hot as K-pop though, K-beauty is still concentrated in China and Southeast Asian market at the moment. What does it take for K-beauty to go to the major market in the world as BTS did in K-pop? I believe unique story that attracts customer’s mind should be put on in addition to the design and technology.
NGF37 of MEDIPOST started as a professional skincare at clinics and hospitals. The “NGF37 Total Solution” product line in the brand was launched in TV home shopping last year and loved by customers over 30s and 40s far more than we expected at the beginning who were not satisfied with other skincare products in the market for anti-aging. Thanks to the commercial success at TV home shopping, we now receive a call from oversea for distributorship and other type of collaboration. Their first impression of the product comes from unique look with 3D double helix structure inside transparent device and also feeling of touch that feels as if it is instantly absorbed into skin. More than anything, however, they feel interested as the product is based on the cutting edge biological science backed by reputation of MEDIPOST, the world’s leader in stem cell technology.
Maybe it’s too early now to contemplate how to make NGF37 brand to compete in the world market with the incumbents in the market shoulder to shoulder. What color should I paint on the brand in order for that? I’m thing K-bio as the next Korean wave. There is a consensus among industry experts that next gen cosmetics will go to the biotechnology based in general, but there’s still a dispute over what specific kind of biotech it will be. NGF37 works by the power of young stem cells from umbilical cord blood by strong paracrine action to reverse or at least delay the speed of diminishing skin stem cell in number and activity. I do believe this innovative approach to anti-aging at the cellular level will contribute in major part to the macrotrend of future cosmetics. However, I am still seeking a clear answer how to convert this cutting edge science and technology to the story our customers can easily understand and experience by themselves.