ABSTRACT
The chapter shares some inspiring success stories of Korean products in global markets. Recently, the success of the South Korean beauty industry overseas and the key ingredients of its success have frequently been covered in the media. In this chapter, the cases where a Korean product that does not belong to a famous Korean brand and yet captivated overseas consumers through innovative ideas and distinct marketing strategies have been analyzed. How the blue ocean strategy offers a unique opportunity to small businesses that are challenged to survive in red oceans or existing markets with numerous competitors is discussed. The chapter also allows readers to reflect on the quality of talent that small Korean businesses would require today.
