(2017 marks a big change in the Korean Wave)
(The Korean Wave has captivated Asia)
We love Korea!
(However, trading of Korean Wave is becoming difficult)
K-fashion hit the German fashion world like a bomb.
(Make new Korean Wave territory with K-style)
Showing Korean lifestyle and showing Korean culture
as a whole is how Korean beauty will succeed
and how Korea will succeed.
(Beauty)
(Fashion)
(Life)
(Part 1 Becoming Global Through Innovation)
(Lee Hyunyi, model)
Hello, I'm model Lee Hyunyi.
As I modeled for famous foreign brands
I came across some concerns.
"Are there really no brands in Korea
that can be as luxurious as the foreign brands?"
"And what is the image of a Korean brand
that the world acknowledges?"
I'm here to find
the solutions to these concerns.
(London)
(Narrated by Lee Hyunyi)
London is called the capital of world culture.
The Fashion Awards was held here.
It's a prestigious award show in the fashion industry.
And a Korean brand was invited to this show.
I think Korean fashion is amazing!
At her conference in Seoul,
and I have to say it was absolutely stunning,
to hear everything about how Korean fashion is
evolving, how the styles are evolving...
How the Korean styles are also influencing
other Asian countries. It's amazing.
It's not easy for an Asian and Korean company
to be invited to this show.
So I'm very happy to be here.
My dream is that K-fashion will always be
setting trends in the fashion world.
I think with great content and designs
a lot of influential brands can be made.
K-fashion and K-style, let's go.
Let's go.
Welcome to the 2016 Fashion Awards...
Designers and models all around the world
want to be featured in the London Fashion Awards.
And now Korean brands and K-style
are starting to garner attention.
(Munich)
Germany is known for having a long history
of each city having their own unique charm.
Also, Germany is known for making sturdy products.
That's why they have many world-famous brands.
As a country known for aesthetics and practicality,
fancy German brands were born
from the hands of experienced master craftsmen.
(Expand through creative ideas)
Munich is Bavaria's capital
and the center of German industry.
There was a special event held here.
The German press were all over this event.
It's because world-famous model,
Claudia Schiffer attended this event.
She's a model that represents European beauty
and she's also the pride of Germany.
She's still gorgeous and it's hard to believe
she's a mother of 3 children.
World-famous top model, Claudia Schiffer
came to this event because of her love
for a particular Korean brand.
A German brand that started in Munich
was taken over by Korea and
creative ideas were added to suit the German style,
creating a new era for the brand.
I'm a super big fan of this brand. I grew up with it.
I'm from Germany and I've grown up with it
since the very beginning. It's absolutely amazing.
I'm so delighted to be here, to be the part of
the 40th anniversary of this brand.
I'm here to celebrate their opening of this store
and their 40th anniversary.
We're here to see such an amazing store.
We love it.
As you can see, I have a bag.
Each and every one of us does. Amazing.
It's not just Germans. People from many countries
came to congratulate the 40-year history of this brand.
This brand was born in Germany yet raised by Korea.
That history makes their success more meaningful.
This famous German brand was strong until
the early 1990s.
They began taking off again
once they were taken over by a Korean company.
(German representative brand until the early 1990s)
The brand was able to be reborn
once it was taken over by "S" company.
They recognized the value of this brand.
They got a lot of investors
and new inspiration for the company.
That's why the spirit of the old brand was reborn.
And designs became amazing.
(Zurich)
This is when this practical and stable brand
started to target the European market.
Zurich, Switzerland is called the heart of the EU.
The European headquarters for this brand is here.
1, 2, 3. Cheers!
There are Swiss employees at
the European Headquarters.
First time I was in the store...
I could experience a variety of things that I can do.
I love it.
It's amazing. It changed so much for me.
There's an important strategy
behind the company's growth and success.
This is the global headquarters meeting
with all the regional managers of Europe.
They compare the regional sales of 2016
as they check their budget for the next year.
CEO Kim Sungjoo doesn't allow for a single error.
I think there are numbers of reasons why
they became so successful.
If you look at the figures today
and compare to what they acquired,
they really improved this business.
Innovation added great ideas
to the existing products,
making them totally different products.
That was the prelude to their success.
Backpacks instead of handbags and shoulder bags.
These backpacks can free up both hands and
they've caused innovation in the fashion world.
The backpack was a totally innovative design
that was never seen before.
The success of the backpacks
became our driving force.
The backpacks were popular
with many types of consumers.
To this busy working German housewife,
the backpack freed up both of her hands.
And it inspired her college student daughter
to become a successful career woman.
The backpack is an item that
brought the mother and daughters' lifestyles together.
Daughters like to imitate their mothers
because they want to become a lady.
We quickly recognized the trends
of this millennial era.
That's why we made bags to fit their lifestyle.
The millennial generation prefer a practical backpack
over a traditional handbag.
You can carry your laptop or other things so
people in the big cities prefer backpacks.
(Incheon)
The brand was born in Munich, Germany
but after being taken over in 2005,
it became a Korean brand of "S" company.
One of the reasons it became a global brand
is because the bags are made in Korea.
These bags were made by German master craftsmen
but there's a special reason why
they're made by Korean master craftsmen
after the company was taken over.
Many big companies and small businesses
have launched in China and Southeast Asia.
Yet we stick to domestic production,
because we wish to continue to develop
Korean master craftsmen and their techniques.
That's why we insist domestic production.
The history of building
experiences as a global brand...
It was a time of perseverance
to create world-renowned luxury products
using Korean techniques.
It was also a time to accumulate assets
for the future of Korean fashion industry.
(Gangnam, Seoul)
First, the R&D center started with the goal of
developing a material that could survive
in an environment most difficult
for a person to withstand.
As a global brand, this brand is constantly
investing for its future
which is one of their survival strategies.
Using a new high-tech material,
they're going for a total collection
more than just bags.
They plan to bring about another innovation
across future lifestyles.
This is a carrier.
We made one that follows you automatically
with a remote.
So you don't have to drag this around.
It follows you around automatically.
Once you're this far away...
You can see wheels below.
It's like a robot with wheels
so it follows you.
When moving long distances,
a heavy bag can really stress you out
during your fun trip.
It looks like there will be no need to
drag around heavy luggage anymore.
So why are they coming up
with new technology for bags?
In the future, there will be unexpected companies
challenging and threatening us.
That's why we continue to test out and
develop new technology to stay ahead
and provide customers with better products.
Innovation doesn't just come from great places.
A creative idea out of consideration to make
an uncomfortable product more convenient to use.
That may be the necessary key to innovation.
Now innovation isn't a choice.
It's a necessity.
(New York)
The innovation of K-style
can be found in the U.S. market too.
This is a Korean sauna in New York where
you can experience a unique Korean custom.
Westerners enjoy Korean saunas
just like Koreans do.
But there's one thing that's starting to
become popular among the guests here.
If we get around 500 customers a day,
50 of them buy sheet masks to use.
Sheet masks can easily improve your skin
by just sticking one on your face.
These American girls are loving
the sheet masks at the sauna.
Another reason for its popularity
is that it not only improves your skin,
but it's also a lot of fun.
It's popular even among men that
they like to take selfies wearing sheet masks.
The popularity of these masks are amazing.
I think that happens to even myself.
My friends do it, but it also encouraged me
to want to do it more.
I'm like, "Okay, it's funny, they look funny."
But I want to do that.
Where did you get that mask?
This new beauty item that can be used
conveniently regardless of the location
has created a new trend.
You even feel psychological satisfaction
from wearing these masks
as if you got your skin treated.
I love sheet masking because
it does really great things for my skin.
Whether I have dark spots, or I need brightening,
or I have acne... All I have to do is
slap a sheet mask on and let it work its magic.
Another great thing about sheet masks
is that you can definitely feel a difference
before and after usage.
Eat, hang out and wash up.
Americans are amazed at how you can do
all these things in one place.
The sheet masks add another level of fun.
I had my experience with the Korean spa.
I remember seeing it in a drama.
Everyone was so energetic
and everyone was walking around with sheet masks.
The synergy of the Korean Wave
and K-beauty is greater than one can imagine.
Sheet masks are at the center of this.
There are countless different types from
designs to their functions.
There's a hashtag on Instagram
that's called "sheet mask selfie."
So you can just go on that and get an idea
for the popularity and ubiquity of that.
Sheet masks are probably
the way into Korean beauty for a lot of women
whether they realize that trend originated there or not.
Women are using Korean beauty almost all the time
without even thinking that it's a trend.
That innovation started there.
Unlike smartphones and semiconductors
that require original technology,
sheet masks are evolving with
just creativity of Koreans.
That's why the sheet mask market
has been growing rapidly.
As a result, Korean cosmetics
have become great products for exportation.
Starting from 2015, Korea's exports
have been decreasing for the past 2 years.
Korea's 10 major exports
have all recorded negative growth.
Yet, Korean consumer goods have shown
a two-digit increase in sales
which shows that it's growing drastically.
Cosmetics showed a 53% increase in 2015
and over a 40% increase in 2016.
Jeans don't look much different from the outside.
But each brand has a lot of strategies
hidden in the jeans
just to sell one pair of jeans.
The power of Korean brand jeans
that gained popularity in the U.S.
where jeans were born.
Therefore, we should take a look at
this small Korean company that made this happen.
Jeans represent the U.S. culture.
Jeans are also the representative clothes
of the U.S.
Jeans were once just thought of as
tough and practical pants.
But an advertisement by Brooke Shields,
a teenager at the time,
opened up the era of fashionable jeans.
You want to know what comes between
me and my Calvin's?
Nothing.
Jeans have changed along with pop culture.
Jeans became best sellers after
the U.S. stars and famous people
were seen in jeans.
Jeans transcend age in the U.S.
Regardless of gender and age,
jeans look good with a suit
or even just a t-shirt.
That's why jeans are so great.
(Americans' preference rate of jeans)
75% of Americans like to wear jeans.
There's a small Korean company that
challenged the U.S. jeans market.
It's very meaningful that Korean jeans
are paving their way into the U.S. market.
Nobody believed in us when we said
we'd be making jeans.
The market for jeans is
such a hard market to get into.
So most people didn't believe we could succeed.
They thought it was almost impossible for
a Korean brand to make Korean jeans
to be sold in the U.S. or Europe.
(Pioneer with inverse concept)
"P" company's jeans are different from
jeans of other brands.
They launched online at first
and now they're sold offline.
It was their original goal to target
the international market first.
Previously, a few global brands
ruled the jeans market.
But with the appearance of many new brands,
it has become departmentalized.
They needed to try something new
to survive in this competitive market.
(New York, U.S.)
The spread through word of mouth
gave a huge help to the marketing.
- Hello. / - Hello.
I work in New York as a model.
My name is Park Hyeongseop.
Park Hyeongseop is spreading K-style
in the fashion model world.
He works as a model for overseas luxury brands
but he usually enjoys wearing Korean jeans.
Welcome.
Hello.
Hello.
He also works as a model here.
His name is Ryu Wangyu.
Things are a mess now.
It's a guy's room.
It's a mess.
Most of my clothes are made of denim.
Denim jackets and jeans or coats.
I bought these jeans in Korea 3 years ago.
This design was popular back then.
This color and these tears were really popular
2 to 3 years ago.
So they were all sold out
but I managed to obtain one with difficulty.
These models captivate the world on the runway
with their charismatic poses and walking.
They're very picky even when picking jeans.
I think Korean jeans are really good in their quality,
how they're made. It's really nice.
If I wear Korean brands,
my friends ask me where I bought it.
That always surprises me.
So they think this looks nice too.
This doesn't just look nice to Koreans.
It makes me proud to tell people that it's from Korea.
(Saks Fifth Avenue, New York)
Saks Fifth Avenue is New York's
a representative luxury department store.
It's featured often in American movies and shows
as it's a luxurious and elegant department store.
The three New York models head to
the "P" select shop which is
surrounded by luxury brand shops.
A small Korean company brand is
displayed along with luxury brands from overseas.
For me, "P" represented great fashion.
It was modern, it was on trend...
The quality was great yet the prices were accessible.
So it seemed like a good fit. It was the right trend
at the right price at the right time.
And we're looking at triple digit increases
over last year.
So the brand is performing extremely well.
We have it in about 6 of our stores
and for next season,
we're going to put it into 10 stores.
Americans prefer looser
and more comfortable jeans.
So when we make jeans for overseas
we keep our traditional skinny look
but the length and width
are increased a bit to make them localized.
("P" company's current state of overseas expansion)
Their marketing tactic of targeting the U.S. first
before the domestic market paid off.
And now, they have a chance to launch in Europe.
They found a way into the U.S. and Europe
which are the centers of the world fashion market.
Look. This is made in Korea.
I was shocked.
These are all luxury brands around me.
They are super famous brands
yet it feels kind of strange that "P" brand is here.
I love it.
(Seoul)
Now the Korean fashion industry
has surpassed Asian trends and
is captivating the world with K-style.
(Gangnam, Seoul)
Hello.
"P" company is having a fitting meeting today
for their new spring collection.
They must come up with new products
to increase awareness of the brand
and their market shares.
A fit that suits Korean's physique
and a fit for Westerners.
"P" company develops both types of jeans.
The designs for the East and West are different.
Now they check the materials for the jeans.
We need a thick material...
They mostly use organic fabrics
for jeans in Japan and the U.S.
Now, Korea has production foundation
that can compete with the rest of the world.
It's not that we were lacking skills,
we're just not as well-known.
That's why we launched first in the U.S.
where jeans were first made,
to really show people we have what it takes.
Korean style is forward-thinking.
It's aware of quality.
And it's got a good sense of color and texture.
These Korean brand jeans were
acknowledged by the international market first.
They're filled with the Korean passion
and pioneering spirit.
Most people wouldn't think Korea
could make good quality jeans.
So they had no chance here.
They used reverse thinking
to attempt launching in the U.S. market first
which would be a lot more difficult.
However, it was a rational choice.
If they are able to launch in the U.S.,
they're seen as an American company.
If the local consumers react favorably to the products,
that could actually advertise their products.
Then the lesser developed countries' and
Korean markets naturally follow the trend.
("S" shopping complex, Hanam, Gyeonggi-do)
Reverse thinking is also bringing about innovation
in Korea's distribution industry as well.
This is a new kind of shopping complex
that features things to see, places to eat,
as well as leisure facilities.
It's a welcoming place for Koreans
wanting to enjoy some free time in the city
and for tourists visiting Korea.
This is the place to go in Korea for...
Everything. They said it's the biggest place to go...
- For shopping. / - All the main brand names...
Electronics...
The cosmetics. We hear the cosmetics in Korea
are to die for.
We are most definitely going to check those out.
Oh, that's cute.
That's so not efficient.
I like these.
Oh, it is! Oh, yay!
One for me, one for mom.
Here we go. I can use chopsticks!
Look at me! I know you're impressed.
The curiosity for Korean culture
also extends to Korean cosmetics.
It doesn't just stop at buying the products.
You can find K-beauty products
that you want to see, try and buy here.
The thing about Korean cosmetics is that,
once you try it out, you have to buy some.
I love it because it's not only good quality,
it's adorable!
So it looks great in the box,
in the container and it looks great on.
And it feels really nice.
After shopping, comes the joy of eating.
I got tuna kimchi stew and dumplings.
I really love dumplings.
Bean paste stew. It's my favorite.
And blood sausages.
You know blood sausages?
So good. I love it.
There's a lot of interest in Korean food as well.
These foreigners ordered various Korean dishes.
These foreigners visiting Korea
can enjoy a nice meal here as well.
In my country, it's really boring.
There's only like one thing to eat.
I have like 7 different dishes and it's really tasty.
I like squid. It's a bit weird but I like it. It's tasty.
You can even feel a sense of freedom
in this outdoor-like indoor space.
This shopping mall has a play area for adults
which is also very innovative.
Good! That was good.
This tourist decides to give it a try.
Isn't it also reverse thinking to have something
that guys would enjoy in a shopping mall?
It's also very unique for a shopping mall
to have a pool on the roof.
For the tourists, this isn't just a normal pool.
It's a special place
where they can enjoy a view of Hangang
and have a great experience in Korea.
I didn't know a place like this existed in Korea.
It's basically the complete Korean experience
but for adults.
You have Korean stores, Korean food,
Korean sports and a Korean spa
with an amazing infinity pool.
Just look at it.
It was an amazing day. I loved it.
I loved every part of it.
I'm going to come here again.
The competitors for this shopping complex
aren't regular distribution facilities.
They are theme parks like amusement parks
and baseball stadiums.
It's not just for shopping.
You can enjoy various leisure activities
and even relax.
It's a new kind of shopping theme park.
A place should feel comfortable and enjoyable
for the customers to miss the place and
want to come back after they leave.
This new kind of shopping mall that
thinks outside the box is trying something new.
Korea gets many tourists from overseas,
especially from China.
One thing they find inconvenient is that
the most tour packages separate
cultural activities and shopping.
But they want a place where you can do both.
In the case of "S" shopping complex,
it sells Korean culture as well as Korean products.
I think it's a great shopping complex
that combines these two elements.
With Korea's current tourism demand,
this complex is very adequate and
it has a lot of potential for innovative growth.
(Connect)
(Connect fashion)
(Connect)
(Connect style)
(Connect life)
(K-style connects the world)
(Paris)
France sets the global aesthetic criterion.
French people's aesthetic pursuit is special that
there's even the term "French chic"
which conveys the refined beauty of the French.
Thanks to Hollywood diva Marilyn Monroe,
this French perfume captivated the world.
French style and class were
elevated a level by their perfume.
(Localize for success)
(Galeries Lafayette, Paris, France)
Perfume is the centerpiece in the makeup industry
as it has a high added value.
France has been leading the industrialization and
globalization of perfume since the 17th century.
They've been leading the global perfume market.
Their pride in the domestic perfumes leads to sales.
In the world perfume market,
French perfumes take up over 30%.
French perfume brands that have
over 100 years of tradition are always in the top 10
in the French perfume market.
Even famous Italian and American brands
find it hard to enter the market.
If you can take up even 1% of the market share
in the French perfume market, it's considered a
success and a Korean brand has entered there.
Unlike more popular perfumes,
"A" brand makes quality niche perfumes
using natural aromatics.
Since they're different from the typical perfumes,
this brand has quite the fanbase in France.
I think most people who are interested in perfumes
already know about "A" brand's perfumes.
This is a perfume made by a famous
French pianist and fashion model.
As with most French perfumes,
it smells elegant and luxurious.
Through "A" brand's perfumes,
we're responding to the advanced perfume market
of the West.
We hope to take over the niche perfume market
with more authentic and specialized perfumes
and we're completing the journey of perfume.
This is where I make perfume.
It looks like an organ so I call it the organ.
Her mother used to be the perfumer
for the French perfume brand "A"
and now she makes perfume.
A perfumer creates scents.
It's said that when making scents,
your sensitivity and creativity
are more important than your sense of smell.
The perfumes I made for "A" brand
are inspired by various emotions.
As "A" brand increased its variety of scents,
it has developed a bigger fanbase in France.
Hello.
I'm Sabrina. I'm 18 and I live in Paris.
Sabrina is at the age that
she wants to become a young lady.
Sabrina has always liked using Korean cosmetics.
Even her perfume has ties to Korea.
This used to be a desk for studying.
But Sabrina likes cosmetics
so there are only cosmetics now.
The scent of France makes a Parisian
more beautiful.
On top of that, "A" brand added
some Korean sentiment.
The secret behind their success
was their effort for localization.
I like the perfumes from "A" brand
because they are light and fruity.
Out of the 9 to 10 perfumes that I have,
I like that brand the most.
"A" brand's perfume factory is
2 hours away from Paris.
This is "A" brand's factory.
We have lines to manufacture
not only "A" brand's products
but also various other luxury perfumes.
When Korea merged and acquired this company,
the original production lines and
distribution networks were unchanged, keeping
the brand's image and quality consistent.
"A" brand's perfumes are niche yet luxurious.
Our factory workers have very
strict standards for production.
We're not like places that
mass-produce products quickly.
We work with the minds of craftsmen.
It's very hard to create an overseas luxury brand
and make it successful.
But by taking over an existing brand,
knowledge of how to run an overseas luxury brand
can be gained and the existing networks can be
shared and expanded.
So I think this was a great merger and acquisition.
To succeed in localizing, it's important to
improve the credibility and image of the product
and continue the tradition of the brand.
(Munich, Germany)
This is Leonhard who has been repairing
bags here for 30 years.
He's a German master craftsman that has been
revitalizing various luxury bags
before Korea took over the German bag brand.
It doesn't matter what product it is.
Whether it's a bag, backpack or travel bag,
if you respect the proper process of that product,
you can make the best product.
Leonhard believes that this brand was able to
become rooted locally as a global luxury brand
after being taken over by Korea
because of the harmony between
the German and Korean craftsmen.
The quality of the products haven't changed.
The products are all very high quality.
We make them using the same methods
so we can make the best products.
It's impossible to succeed in the fashion world
if you can't read lifestyle and trends quickly.
Fashion designer Song Jungwan has completed
her 12th successful collection in New York
with her keen eyes for rapidly changing trends
and her own philosophy.
She has so much advice for K-fashion.
The biggest weakness of Korean fashion
is that we have no history.
Some of those foreign luxury brands
have been around for 100 years.
It's hasn't even been half a century since
Western clothes has been introduced to Korea
and the term fashion was even used.
With such a short history in fashion,
Korean brands need a story
in order to compete with global brands.
The fact that Korea has come this far
in fashion in such a short time
shows how sensible and fashionable Koreans are.
But there's a gap we can't close
when it comes to fashion history.
So I wish Korean brands wouldn't just
disappear not long after launching.
I think we need brands that will last
over 100 years through generations of tradition.
At times, through creative ideas...
At times, through reverse thinking...
K-style pioneers new markets...
And uses localization for success...
K-style is becoming more globalized
through innovation.
The fact that we innovated in a specialized industry
means we did three things differently.
First is customers.
Second is products for sale.
Last but not least, it's sale method.
If there is a change in at least one of these,
we say that we innovated.
Companies that drive innovation
in a particular industry
are not the companies that excel in that industry.
The ones that drive innovation
are always the second tier companies
because they have to change their
original sale method.
That's why we have a chance.
(Lee Hyunyi, model)
Then what is the new Korean Wave's
successful DNA that captured the world?
Just finding this DNA will cause
the new Korean Wave
to help with the economic growth of Korea.
(The era in which K-style becomes money)
(Korea's new economic growth force)
(Sell the Korean DNA)
(K-style Captivates the World)
(Part 2 Sell the Korean DNA)
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