Industrial Design and Branding

Overview

South Korea’s major conglomerates are constantly looking to improve their competitive edge in the country’s small and saturated domestic market. Korean consumers demand new and innovative products, and particularly appreciate “foreign” designs. On a global scale, Korean exporters must provide high-quality goods and services to differentiate themselves in the marketplace. There is an increasing demand for creative designs in electronics, F&B, medical devices, and other consumer goods.

Local design consultants rarely have the necessarily skills to provide their clients with new and innovative design and branding ideas. Foreign consultants are thus well placed to provide Korean companies with access to the goods and services required to increase competitiveness.

Impact of the EU-Korea FTA

Implemented in July 2011, the EU-Korea FTA will lead to the removal of 97% of all tariffs for UK exporters. The FTA contains provisions on services, public procurement, intellectual property (IP) and sustainable development as well as the liberalization of goods tariffs. The FTA has ushered in enhanced protection for IP rights and improved copyright regulations.

Potential Opportunities in Korea

  • UK design firms have a high profile in South Korea and local companies appreciate the strong creativity they offer. Korean companies already have well-established relationships with Seymourpowell, Tangerine, and Kinneir Dufort
  • UK companies provide services like product packaging and brand identity to corporate visibility and design research to companies as diverse as Shinsegae, CJ, Amore Pacific, Samsung and LG
  • Public design, in particular, provides significant opportunities for UK companies. The city of Seoul has shown a strong drive to redesign the city since it was designated as 2010 World Design Capital by the International Council of Societies of Industrial Design (ICSID)

Case Study: Cambridge Consultants

The Brief

Cambridge Consultants, a leading UK-based product development engineering and technology consulting firm, commissioned BCCK to understand the personal care and beverage industry of South Korea and identify key companies and stakeholders in both industries.

The Approach

BCCK identified 18 potential partners and stakeholders and arranged high-level meetings with key decision makers at those organizations. Following the meetings, BCCK provided comprehensive meeting notes from the meetings outlining key discussion points, next steps, and recommendations. BCCK provided profiles and contact details of all representatives met during the initiative along with recommendations for a go-to-market strategy.

The Outcome

Through this Partner Search Initiative, BCCK offered the company a quick and economical way to achieve direct access to decision-makers at key players in both industries. By the end of the initiative, the company was in a position to move forward with a solid go-to-market strategy.