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South Korea’s fast-growing startup scene is attracting more foreign founders, but many quickly discover that Korean business culture has its own complex codes and challenges. Danara Kizzy Kuhn, CEO and founder of BrandUp Korea, shared insights from her 10 years in the country. Her story offers a rare, candid perspective on what foreign founders really face behind the scenes.

After a highly successful debut last year, Exprive Career Exchange (Cx) is back for its second edition, promising to be the largest career conference for international talent in Korea. Hosted by Exprive, a leading foreign influencer community, this year’s event will welcome 1,500 participants to Sangsang Planet in Seongsu-dong, one of Seoul’s most vibrant cultural hubs.

“해외의 럭셔리 브랜드들은 제품과 전략이 일관돼 있어 시장 변동에도 흔들리지 않는다. 이에 비해 일부 K-뷰티 브랜드는 브랜딩과 마케팅 메시지가 채널마다 달라 일관성이 부족하다. 글로벌 뷰티 시장에서 성공하려면 강력한 브랜딩이 핵심이다.”