Shinhan Card CEO Lim Young-jin's Innovation... Second Half Strategy Developed with the MZ Generation

New Business in Metaverse, Mobile Platform Rebranding, etc.
Incorporating Secondment Mentoring Using Collective Intelligence of MZ Generation into Second Half Business Strategy

Lim Young-jin, President of Shinhan Card (second from the left in the front row in the photo), is posing for a photo after discussing recent key issues with MZ generation employees at the rooftop garden of Shinhan Card headquarters, which opened on June 30.

[Asia Economy Reporter Ki Ha-young] Lim Young-jin, CEO of Shinhan Card, collaborated with the MZ generation (Millennials + Generation Z) to establish business strategies for the second half of the year.

Having confirmed tangible results in the first half of this year through the activation of creative collective intelligence centered on the MZ generation, CEO Lim is launching the largest brand innovation in the company's history by significantly reflecting their opinions.

Shinhan Card announced on the 1st that it is achieving expected results by implementing a 'reverse mentoring' system that incorporates the specialized capabilities of the MZ generation into management.

Representative projects promoted through the reverse mentoring system include new businesses linked to the metaverse, which is emerging as a future trend, new branding of the mobile payment platform 'Shinhan PayFAN,' and MZ generation-customized brand innovations with global competitiveness.

In particular, to ensure the successful launch of the MyData-based new business scheduled for August, MZ generation working groups are participating in discovering differentiated content, platform marketing, and various branding tasks. The main players are the 'R Square Consultants,' 'Youngkkeun Promotion Team,' and 'Brand Creators,' each working group consisting of about 20 MZ generation members.

'R Square (R2)' is a consultant organization composed of field experts with practical experience who overcome the limitations of existing organizational structures and interdepartmental boundaries to directly solve on-site issues through communication with the CEO, and derive project-based new business discoveries and customized proposals.

The 'Youngkkeun Promotion Team,' composed of MZ generation members from the sales group, is an organization for innovating sales activities such as new marketing for future customer groups. The 'Brand Creators' is also a creative collective intelligence organization of MZ generation members interested in brand enhancement activities. Both working groups participate in decision-making through a hotline with management.

Lim Young-jin, CEO of Shinhan Card, discussed recent major issues with representatives of the MZ generation, the R Square employees, while complying with quarantine rules at the newly opened rooftop garden of Shinhan Card headquarters the day before.

A Shinhan Card official said, "Through the activation of creative collective intelligence centered on the MZ generation, we achieved tangible results in the first half of this year, such as implementing a horizontal organizational culture represented by the company-wide use of the honorific 'nim' and casual dress code, and reaching a historic digital payment volume of 3 trillion won per month." He added, "Going forward, we will focus our core capabilities on strengthening digital growth engines by building a first-class organizational culture and global brand competitiveness suitable for the new normal era."

This content was produced with the assistance of AI translation services.