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Expanding to South Korea: Explore the Dynamic and Innovative Culture

Tuesday July 6, 2021 - 11:00 to 12:00 CEST

In this webinar about South Korea, organised in collaboration with the Global Cosmetics Cluster-Europe, we focus on understanding the Korean market and the importance of adapting the business models to it.

The first speaker Alex Eunkyeong Yu guides you through the intricacies of Korean culture. You will learn how traditional Korea has shifted into a dynamic, innovative and entertainment driven society. As an experienced executive coach and organisational development consultant, Alex focuses on the cultural challenges and consumer behaviour European businesses need to be aware of to succeed in this market.

One example of a successful European business on the Korean market is MARTIDERM. The second speaker, Sylvain Gleizes, give us a glance of what his company experienced while expanding to South Korea. He shares insights into how important it is to adapt the business model to the local market, select the appropriate sales channels and also what impact internationalisation can have on the innovation back home.




Alex is an executive coach and organizational development consultant who focuses primarily on global leadership development, executive team development, culture change, intercultural management, emotional intelligence, and other subjects related to organizational effectiveness. She uses a wide range of modalities in her leadership development work, including her recent interest in neuroscience.

Consulting, coaching, and facilitating since 2004, she has worked with C-suite/senior-level executives across a wide range of sectors including consumer products, luxury, hospitality, financial services, pharmaceuticals, and IT. 

Alex is an ICF Professional Certified Coach (PCC) and a Korean Facilitators Association Certified Professional Facilitator (CPF). She holds both a PhD and an MA in Human and Organizational Systems from Fielding Graduate University and an MBA in International Management from Thunderbird School of Global Management. She also has MA and BA in English Literature from Ewha Woman’s University in Seoul. She has lived and worked in the US and China, and is now based in Seoul, Korea. 


Chief Commercial & Marketing Officer at MartiDerm Group. After graduating from French Business School, he worked in different countries, over 20 years in the FMCG industry on iconic brands such as Heinz or Schweppes. He joined the cosmetic industry in 2019 to contribute to MartiDerm’s growth in its domestic and international markets. 

MartiDerm Group: Dermocosmetic laboratory originating from a pharmacy in Barcelona specialized in Master Formulas. The pharmacist Martí Tor was a pioneer in developing in 1989 the formula of Proteoglycans with Vitamin C packaged in a topaz glass ampoule to preserve its active ingredients. In reality, he had just developed a new category in the antiaging market. The 2nd generation of the family then created the MartiDerm laboratory in 1997. Currently, MartiDerm La Fórmula is the leader of anti-aging facial dermocosmetics in pharmacies in Spain and is present in over 30 countries.


Global Cosmetic Cluster- Europe

The European cosmetics industry is represented by a European cosmetics clusters, Global Cosmetics Cluster-Europe, based on a common strategy to boost the internationalization of SMEs in the cosmetic industry. Focused on priorities such as supporting competitiveness through globalization, fostering the European cosmetics expertise, and enhancing the European cluster collaboration, the European metacluster provides an accelerator program towards target countries (India, Mexico, South Korea, UAE, USA). The acceleration program has been set up in the framework of a ESCP4i project co-funded by the COSME Programme of the European Union.

6 project partners involved: Cosmetic Valley (France), AEBB (Portugal), Beauty Cluster (Spain), IKMIB - Istanbul Chemicals and Chemical Products Exporters Association (Turkey), Polo della Cosmesi (Italy) and Transylvania Lifestyle Cluster (Romania).

Last updated: 16.06.2022 - 18:04
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