By Mina Jeong
The recent Nobel Prize in Literature awarded to Han Kang marks a pivotal moment in global cultural exchange.
For years, many South Koreans believed the Korean language’s unique properties would forever be a barrier to winning this prestigious award. Han Kang’s journey brought international recognition, including the Man Booker International Prize and culminating in the Nobel Prize, and tells a different story. Her work, while deeply rooted in Korean experiences like the painful reality of a divided peninsula, resonates universally by addressing themes of state power abuse and individual suffering that echoes across borders and time.
This literary breakthrough offers valuable lessons for business and marketing, particularly for companies hesitant to step onto the global stage. Too often, businesses, especially in Korea, limit themselves to self-imposed boundaries, wondering if their products will find acceptance in international markets. Let’s explore four essential principles for breaking these boundaries and achieving global success.
First, overcome the fear of market communication. Consider the phenomenon of BTS, whose global success transformed the music industry. While Korea has numerous talented idol groups who dedicate similar passion and effort to their craft, BTS stood out by fearlessly pursuing global communication and engagement. Their success created a learning curve that other Korean artists, like BLACKPINK, quickly followed, mastering the art of global dialogue. This K-Wave phenomenon has expanded far beyond K-pop into K-drama, K-beauty and K-food, demonstrating determined effort and authentic communication can overcome barriers.
Second, partner with brand and marketing experts who can facilitate global dialogue. Han Kang’s success wasn’t achieved in isolation – it required a network of publishers, translators and marketing professionals who could carry her message to global audiences. Similarly, businesses need strategic partnerships to effectively navigate international markets. These partners bring not only linguistic expertise but also cultural understanding and market insights that are crucial for global success. Just as a literary work needs skilled translators to preserve its essence while making it accessible to new audiences, brands need marketing experts who can maintain their core identity while adapting their message to resonate globally.
Third, expand your concept of customer relationships beyond immediate buyers. Think of business growth like farming – you must sow seeds before you can harvest fruits. Just as a farmer doesn’t expect immediate results after planting, businesses must understand customer relationships develop over time. Some seeds were just planted (prospects first learning about your brand), others are taking root (showing initial interest), some are growing (considering purchase) and others are finally bearing fruit (ready to buy). Just as a successful harvest requires consistent nurturing throughout the growing season, sustainable business growth demands patient investment in cultivating customer relationships at every stage. This is particularly crucial in B2B markets, where the sales cycle can be longer and more complex. Remember: without the patient work of sowing and tending, there can be no harvest. By investing in relationship-building across all stages of the customer journey, you create a foundation for sustainable growth and long-term success.
Fourth, invest in marketing infrastructure to support sales efficiency. Think of marketing as building highways for your sales team. In many Korean companies lacking marketing departments, sales representatives must function like supercars driving on unpaved roads – they have tremendous capability but can’t be used effectively due to poor infrastructure. With proper marketing infrastructure, even a compact car can navigate successfully, while a supercar can truly showcase its capabilities. This investment in marketing infrastructure isn’t just an overhead cost – it’s the foundation that enables systematic, sustainable growth.
This shift in mindset is particularly evident in Korea’s new generation of startups. Unlike their predecessors, these companies are born global, developing brand strategies with international markets in mind from day one. They seek global distribution partners and implement content marketing strategies targeted at worldwide audiences. This transformative approach should inspire brands worldwide to overcome their fears and take steps toward global market entry.
Particularly in B2B space, many companies have historically dismissed marketing as unnecessary, believing their customer base to be fixed and limited. Throughout 2024, I’ve advocated that B2B marketing is an essential infrastructure that enables sales teams to perform effectively. When marketing creates a strong foundation, sales teams can focus on their core expertise – closing deals – rather than struggling with every aspect of the customer journey.
Just as a literary masterpiece requires multiple players to reach its audience, business success demands a coordinated effort across marketing, sales and customer management. Marketing isn’t just an overhead cost – it’s the cornerstone that enables systematic, sustainable growth in an increasingly connected global marketplace.
Mina Jeong is managing director, Allison Korea and author of “B2B Marketing to Master in One Night.” As an evangelist for B2B marketing in Korea, she continues to advocate for the transformative power of strategic marketing in building sustainable business growth.
