[Reporter’s Notebook] K-Brands Are World-Class, But There Are No Proper Museums

Mobile phones, semiconductors, home appliances, automobiles. These are representative export powerhouses that have consistently been the backbone of South Korea's manufacturing industry from the past to the present. Products made by leading Korean companies such as Samsung Electronics, LG Electronics, Hyundai Motor Company, and Kia are recognized worldwide to the extent that they can be called 'world number one.' For example, Samsung Electronics and Hyundai Motor Company consistently rank high on the list of the world's top 100 brands compiled annually by the global brand consulting firm Interbrand.

Although Korean companies are known for making products with precision, the lack of a strong enthusiast base is a limitation.

Even among young people in Korea, there is enthusiasm for the iPhone over Samsung phones, and imported cars are preferred over domestic cars for a better 'driving feel.' Despite 8.5 million foreign tourists visiting Korea by October this year, thanks to the power of K-culture, few travelers show enthusiasm for Korean products or visit museums operated by Korean companies. In fact, there are hardly any such spaces. Samsung Electronics runs a small Samsung Innovation Museum within its Suwon plant, but it mainly serves as a showroom for business clients. LG Electronics, Hyundai Motor Company, and Kia are in similar situations.

In contrast, Stuttgart in southern Germany is a city that European travelers deliberately visit to see the Mercedes-Benz and Porsche museums. Museums located in cities with developed automobile industries are sacred places for car enthusiasts. The small Swiss town of Biel, known for its watch industry, is bustling with tourists visiting the Omega Museum. Scotch whisky tours are a must on trips to Edinburgh, Scotland, and the Qingdao Beer Museum is a major tourist attraction in Qingdao, China.

Kim Seok-pil, CEO of Vivace Lab and former head of Samsung Electronics Europe, said that Korean companies, which have mobilized their organizational capabilities to improve technology and product quality, must now also focus on winning consumers' hearts and building a strong enthusiast base. Expanding points of contact with consumers is essential to deepen the enthusiast base.

The timing is good now. K-pop, K-food, and other K-culture elements are globally popular. This atmosphere can serve as fertile ground to grow the enthusiast base for Korean company products. We look forward to the day when places like a Samsung Galaxy Museum or Hyundai Motor Museum are established and become must-visit tourist destinations for foreign visitors.

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