#CEO Message
2022.05.03
Dream Big! New Beauty!
Recently, there is rising attention around the world on the influence of K-content. Which are the countries that consume BTS content the most, which is leading K-content? According to a recent survey conducted by a local media outlet, BTS content is consumed more in Japan, India, Indonesia, Mexico, and the U.S. than in Korea, the home market of BTS.
Last year, Korean album sales exceeded 50 million units for the first time in history. The number of countries Korea exported albums to surged by almost four-fold, from 23 in 2012 to 88 countries. These records are due to the rise of K-pop stars that receive huge popularity overseas such as BTS but also Blackpink and Twice.
I am not trying to simply point out the popularity of K-content and K-pop. What we need to pay attention to is the fact that there is absolutely no boundary in nation or region in enjoying cultural content. We experience a world that is interconnected every moment in our lives through digital channels and mobile.
Last year, Korean album sales exceeded 50 million units for the first time in history. The number of countries Korea exported albums to surged by almost four-fold, from 23 in 2012 to 88 countries. These records are due to the rise of K-pop stars that receive huge popularity overseas such as BTS but also Blackpink and Twice.
I am not trying to simply point out the popularity of K-content and K-pop. What we need to pay attention to is the fact that there is absolutely no boundary in nation or region in enjoying cultural content. We experience a world that is interconnected every moment in our lives through digital channels and mobile.
How to create our ‘true fans’ in a connected world
The development of digital technologies enabled us to communicate and connect with any customer across the world in real time. This means that the era of ‘consumer’ meaning an unspecified group of individuals have come to an end, and a new true era of ‘customer,’ where individuals can be specified, has opened.
In the era of hyperconnectivity, a brand must deliver unique and original products and services under a clear philosophy that reflects the spirit of the times. And to promote our brands, we must share various forms of content that each individual customer can relate to. It is no longer an era of mass communication where we communicated with a vast group of consumers with one content. We must rigorously design customer and influencer pyramids and market our brand and products with more precision than ever before by defining target customers and with channel-specified content.
Platforms that connect the corners of the world are spaces of unlimited opportunities for us to unveil our content. We can connect with our customers across the world from Korea and China to the U.S., Japan, ASEAN, and Europe through platforms. We must ceaselessly create not only sales content such as live commerce, but also attractive information-based content that promotes our brands. When our customers build communities through content and platform and truly enjoy our brands as theirs, we will have ‘true fans’ who voluntarily share and spread our brand values.
Our YouTube channel, Beauty Point, has proved that infinite potential. ‘Healing Times’ even captured the heartbreaking moments for ‘cosmetics fans’ when our favorite eye shadow cracks or our favorite lipstick gets smashed by mistake. The channel not only shared sensuous content that fulfilled the desire to play with cosmetics, but also designed content through continued communication with customers via YouTube, which was how it brought together one million subscribers not only from Korea, but also across different countries.
In the era of hyperconnectivity, a brand must deliver unique and original products and services under a clear philosophy that reflects the spirit of the times. And to promote our brands, we must share various forms of content that each individual customer can relate to. It is no longer an era of mass communication where we communicated with a vast group of consumers with one content. We must rigorously design customer and influencer pyramids and market our brand and products with more precision than ever before by defining target customers and with channel-specified content.
Platforms that connect the corners of the world are spaces of unlimited opportunities for us to unveil our content. We can connect with our customers across the world from Korea and China to the U.S., Japan, ASEAN, and Europe through platforms. We must ceaselessly create not only sales content such as live commerce, but also attractive information-based content that promotes our brands. When our customers build communities through content and platform and truly enjoy our brands as theirs, we will have ‘true fans’ who voluntarily share and spread our brand values.
Our YouTube channel, Beauty Point, has proved that infinite potential. ‘Healing Times’ even captured the heartbreaking moments for ‘cosmetics fans’ when our favorite eye shadow cracks or our favorite lipstick gets smashed by mistake. The channel not only shared sensuous content that fulfilled the desire to play with cosmetics, but also designed content through continued communication with customers via YouTube, which was how it brought together one million subscribers not only from Korea, but also across different countries.
Let us build a world of ‘New Beauty’ in the new hyperconnected world
Our ‘New Beauty’ is a beauty that fits today’s hyperconnected world. We must have a deeper understanding of the everyday life of each and every individual customer and respond in real time, naturally taking place deep in our customers lives. We must be able to utilize ‘digital’ technologies to reach out to our customers. And all our activities must be pursued based on our ‘empathy’ of listening closely to the voices of everyone in our business ecosystem including our customers, society, and the environment.
Let us first begin with empathizing with ourselves. Even things that seem difficult and scary to resolve alone can be accomplished if we all come together and gather our effort. That is exactly why a community of a company exists. I urge you to be free to challenge yourselves with the support of company resources and colleagues. We will change the way we work and our infrastructure to reach our customers not only in the market in front of our eyes, but around the world that is connected through digital.
Now is the true era of ‘customer.’ Let us reaffirm our ‘Customers First’ value that I have emphasized. And let us reach the hearts of our customers in the way that fits the times. Let us listen closely to the voices of each and every individual customer and build a world of shining and bright ‘New Beauty’ that brings together the beauty of all existence in this world. Dream Big! New Beauty!
Let us first begin with empathizing with ourselves. Even things that seem difficult and scary to resolve alone can be accomplished if we all come together and gather our effort. That is exactly why a community of a company exists. I urge you to be free to challenge yourselves with the support of company resources and colleagues. We will change the way we work and our infrastructure to reach our customers not only in the market in front of our eyes, but around the world that is connected through digital.
Now is the true era of ‘customer.’ Let us reaffirm our ‘Customers First’ value that I have emphasized. And let us reach the hearts of our customers in the way that fits the times. Let us listen closely to the voices of each and every individual customer and build a world of shining and bright ‘New Beauty’ that brings together the beauty of all existence in this world. Dream Big! New Beauty!
