Page 69 - EXPORT MAGAZINE

INSIDER INSIgHTS: A CoNVERSATIoN wITH ANDy (JuNgHA) KIM, CEo of Sislab
I spoke with Andy (Jungha) Kim, CEO of Sislab. Sislab brands include Troipeel, Troiareuke, Sisology, Damhyang, and MilliMom.
Kim’s brands are in 25% of spas and aesthetic centers and are distributed in over 42 countries worldwide. Knowing that Sislab
started with a niche perfume targeted towards a mass market, and succeeded, I wanted to ask Kim what advice he might give
smaller or newer brands in South Korea.

BackgrounD

Ex MK universal Inc. (since 2010) Education
Global Sales Director
Korea Sales Director Hotel Institute Montreux, Switzerland
Strategy Planning Manager Hotel Management BBA (Partial)
Product Development Manager Hotel Management Higher diploma
Marketing Manager Convention & Resort Higher diploma
Sales Manager Brockwood Park School, England, UK
Ecommerce Sales Manager
Importation representative

Question: It seems, nowadays, if a brand is not an established international brand such as L’Oreal or a brand partnering with Olive
Young, it might find it hard to succeed. What advice do you have to give, and what do you think is important for brands hoping
for success in South Korea?
Kim: Well, we didn’t start with Olive Young. We started with a flagship store and focused on brand awareness in our first two years.
We collaborated with local artists in order to create memorable experiences with perfume. And we used alternative [to Olive
young] distribution channels.
ALTERNATIVES To oLIVE youNg