Doosan Bears fan collection of uniforms and merchandise. [Photo from Korea Joongang daily] A dear LinkedIn connection sent me a Korea JoongAng Daily piece on how women in their 20s are reshaping Korean baseball. For years, the cheering section was a familiar sight: middle-aged men, some lifelong loyalists, others weekend visitors. Now the stands look different, filled with young women holding not just cheering sticks but photocards, branded keyrings, and sharp team apparel. T

Musinsa is South Korea’s leading online fashion platform, known for spotlighting local streetwear and emerging brands In my last post, I shared what sparked Korea’s pop-up boom, key ingredients that make them successful & why some industries beyond fashion & beauty are jumping in. Today, let’s explore THE places for Korea's pop up stores and Gen Z trends. Two destinations are leading the charge: Seongsu, a.k.a., the Brooklyn of Korea The Hyundai Seoul, a department store desi

Pop-up Stores in Seongsu in South Korea During my recent stay in Korea, one thing became immediately clear: pop-up stores are everywhere, and they’re hotter than ever. Whether hidden in a small hip alley in Seongsu or taking over entire floors at The Hyundai Seoul, these short-term stores are drawing long lines, creating viral content, and becoming a central part of how brands connect with trend-sensitive audiences. So, what’s behind this pop-up phenomenon? The Evolution of O

On July 28, I hosted an Executive Roundtable with two powerhouse leaders in international research:  Frances James  (Director UX Research at Indeed) and  Pushpinder Pelia Lubana, PhD  (UX Research Senior Manager at Walmart International). I’ve been fortunate to personally know both Frances and Pushpinder, and I deeply admire the roles they’ve taken on: Leading international research inside massive organizations. Naturally, our conversation was an honest, inside look at the re

My boutique research agency, Raydea, has pivoted to focus on Korea-related research. In this post, I’d like to share why I made this decision and why YOU should pay close attention to what’s happening in Korea too. A Market Full of Weak Signals That Predict What’s Next Futurist Amy Webb, in The Signals Are Talking, emphasizes the importance of weak signals: subtle, fringe behaviors that foreshadow major shifts. These whispers of the future, often overlooked by mainstream anal

Screenshots of 키크니 (Kekeuni) appearing on a popular Korean talk show, wearing his signature mask to keep his identity hidden. (Source: Start Today ) In a world where social media stardom is more accessible than ever, the pursuit of fame has become a global obsession. But in South Korea, where the spotlight can feel more like a microscope, being in the public eye comes at a steep cost: High moral expectations, relentless scrutiny, and an unforgiving cancel culture have made pr

The tech industry too often sees aging users as a liability, not an opportunity. This tendency is pervasive, even in a super-aging society like South Korea. Few companies I’ve worked with, from startups to ed-techs, media, and gaming firms, have embraced the fact that their core users are now older adults in their 50s. This is precisely what intrigued me about Rapport Labs, a company fully embracing older women as their primary user group. 🔍 A New Perspective on an Older Dem

On the afternoon of the 8th, at a protest in front of the National Assembly in Seoul, participants are holding light sticks while calling for the impeachment and arrest of President Yoon Suk-yeol. / Photo: Yonhap News Everything Starts in the Fan Chat Room In the morning of 12/3, as I was starting my day, I noticed an unusually high number of chat notifications in my fan chat room (안고독방: a Kakao chat where fans gather to discuss their favorite star). The messages were full of

South Korea’s fandom industry is witnessing a fascinating transformation, driven by innovative digital platforms and a unique approach to fan engagement. From the rise of virtual idols performing in immersive online spaces to the curated intimacy of Weverse DMs and the playful interaction of Photoism, Korean entertainment companies are redefining how fans connect with their favorite stars. But what does this mean for the global fandom industry? Let’s delve into the key trends