ABSTRACT
This chapter outlines that for the Company man in Korea, digital is nothing more than a tool that secures their dominant position so they can show how much better they are than the other person in a competitive situation. In Korean society, especially when discussing consumer behavior, the megatrend is the lifestyle of the Company man. They have a strong desire for self-improvement, have a lot of curiosity, and try to get along well with the young generation. They also place much emphasis on power, career achievement, and norms. Corporate thinking on mainstream Korean society is that if there is something that others have made money from then one can make that even better or cheaper and profit from it. Many people in Korea want the non-mainstream to succeed and eagerly wait for them to become the majority force in society that creates a new dominant culture and order.
