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ECCK Connect the Quarterly Magazine of the European Cover Story ECCK Connect Food & Beverage in Korea The Quarterly Page 24 Magazine of the Art & Culture Lee Younghee – European Chamber of Baram Baraem Commerce in Korea Page 54 2 Advertorial ECCK Connect — Autumn 2015 3 2 President’s Message Dear Readers, I hope you had a wonderful break during Chuseok holiday, and are enjoying the beautiful autumn weather in Korea. The beginning of autumn was highlighted with the eighth Korea-EU summit on September 15. Leaders of both sides discussed the state of bilateral relations as well as the areas of further cooperation between the two strategic partners. The ECCK is pleased to have organized a dinner meeting with Trade Commissioner Cecilia Malmström on this occasion. We will continue to effectively function as the representative of members’ voices at a policy level. Meanwhile, the ECCK has held several information sessions and seminars on taxation, HR issues, and intellectual property protection, while organi- zing an annual CSR campaign in cooperation with KOTRA. As we are gearing up towards substantive events in the up- coming months, ECCK Connect has prepared articles about Korea’s industry landscape more in detail. The autumn edition covers the food and beverage market, for the industry has seen interesting changes lately interacting with foreign influence. You will also find insight on IT trends as you turn the pages. Cour- tesy of ChosunBiz, the ECCK is happy to introduce informative discussions which took place during the Smart Cloud Show 2015 on September 16 to 17. In addition, with our own Korea-EU In- tellectual Property Rights conference at hand, two IPR-related articles from external experts are presented in this issue. Last but not least, we are honoured to showcase a special art & culture article on Korea’s legendary designer Lee Younghee. She is highly regarded in Korea and Europe as reinterpreting the beauty of the Korean traditional costume, hanbok. The ECCK held its September Network Night at her exhibition, so we wish to express our special appreciation toward Ms Lee. Be sure to seize the opportunity to explore the outdoors during this scenic season. And if you happen to take this autumn issue along, I hope you find the reading interesting and informative. Kind regards, Jean-Christophe Darbes President, European Chamber of Commerce in Korea 4 Table of Content 2 President’s Message 32 Diageo Korea 34 The Craft Beer Craze Startup News 36 Interview with Bob Louison 6 Ask Ajummay 7 LaunchSUM Taste of Europe 38 Le Moulin ECCK News 8 September Network Night Special Advertisement 10 New Members / New Staff Member 40 Seoul Square 11 ECCK Forums Research & Insights 12 Information Sessions 42 Smart Cloud Show 2015 14 ECCK-KOTRA Grow Together Program 48 The European Patent Office 16 ECCK Busan Chapter - Supporting Innovation, Competitiveness and Economic Growth Special Report 50 The Superpowers of the European Commission in Antitrust Matters 19 Eco-innovation: The Future Is Now Art & Culture Cover Story: Food & Beverage in Korea 54 Lee Younghee – Baram Baraem 25 Food Market Trend in Korea 27 Kitchen in Korea – Past and Present 59 Magazine Information 30 Alcoholic Beverages Market: Shifting Terrain In partnership with Seoul Global Center (SGC), ECCK 6 Startup News ECCK Connect — Autumn 2015 7 Connect introduces startup SMEs in every issue. niture, hiring handymen to plan the perfect weekend ge- Ask Ajumma taways. Actual customer requests have ranged in a wide LaunchSUM variety of areas such as finding flying yoga classes, renting football fields, adopting a rare breed of cat, planning trips Order Anything You Want in Korea, Hassle Free to Dokdo, ordering wedding invitations, finding knife shar- LaunchSUM is a pening services, booking special concert tickets, buying hair marketing and It’s not easy living wax and dishwashers and so much more. business develop- in a foreign coun- ment firm that try when you It is well known in Korea that “ajummas” get things done was founded in don’t speak the effectively. This word is used to describe mothers, wives, January 2015 by media, promotional events and content creation as well language. The and in general older female care takers. Ajummas are hard- Canadian and as overseas partner outreach. founder of Ask working and sometimes a little pushy on the subway, but long-term Korea Ajumma knows are always respected because they get things done. Ask resident, Marie Marie also works with the Korean Ministry of Justice as an how difficult it Ajumma was named in honour of these women and tries to Frenette. Marie instructor for the startup visa program OASIS and the Ini- can be first hand. Having moved here three years ago with live up to that diligent and persevering spirit. has spent nearly tial Adjustment Program, teaching international residents her family, Maria Lee discovered how daunting it can be just a decade in Korea of Korea about life in Korea, Visa Regulations and Korean to get the simplest things done. The agents are all bilingual, some trilingual, and most have and has invested Business Culture in both English and Korean. nearly native English skills. Many are well-travelled and can countless hours into becoming not only fluent in Korean, but The idea of Ask Ajumma was conceived to make living in relate directly with expats’ requests and concerns. The con- also in gaining a genuine understanding of the Korean busi- In addition to supporting client companies, Marie is also Korea easier for all expats. Using Ask Ajumma is as simple cept was developed to provide a peace of mind and home ness culture through her career working with organizations preparing internal projects. One such project is a new perso- as sending a message on KakaoTalk and making a request. for foreigners living abroad. such as the Korea Tourism Organization 2012, International nalized subscription box service that will bring Korea a little Expats can now order almost anything they want in Korea, Agricultural Exhibition, Shinhan Card and countless small bit closer to people around the world. Marie and her team hassle free. Ask Ajumma was recently awarded a competitive Korean businesses. She also worked closely with the former Ambas- are always interested in new projects and collaborations. government startup grant from Korea Techno Venture Foun- sador of Panama to Korea to find appropriate local partners Through Ask Ajumma, there are no complicated payment dation. The company plans to expand globally and is currently and establish business relationships in various industries. Contact Information systems and nearly all international credit cards can be ac- seeking additional investment support for this venture. [email protected] cepted. It is free to make a request, and there are no spe- Marie’s experience of working closely with Korean clients cial applications that must be downloaded. Customers can as a bridge to the world has become the basis for the ser- save time and money, and focus on the more important vices that her company, LaunchSUM, offers. LaunchSUM things in life, like exploring Korea and spending time with clients include companies such as the award winning family and friends. French chocolate company zChocolat.com and the Ko- rean genome testing firm Genepse. zChocolat allows Ask Ajumma was launched in early May 2015 and has con- customers to send customized, luxury French chocolates tinued to gain popularity in the expat community. With direct from France to anywhere in the world. LaunchSUM thousands of users and many repeat customers, the re- has exclusive rights to the Korean market and her team views for this virtual concierge service have been extreme- is overseeing the Korean localization of the zChocolat ly positive. Customers are generally very pleased with how website and online consumer marketing and B2B sales simple and reliable the service has been. Many have com- to organizations seeking unique and luxurious gifts for mented on how they can now do things they could not have their VIP clients. Genepse allows individuals to take char- done before on their own. ge of their future health by having a complete analysis Contact Information of their genomes and the related risk areas and recom- The service boasts its ability to assist with virtually anything www.askajumma.com/ mending prevention methods to minimize that risk. The from ordering food, booking movie tickets, delivering fur- [email protected] LaunchSUM team takes care of Genepse’s English social 8 ECCK News ECCK Connect — Autumn 2015 9 September Network Night The ECCK hosted a special networking event in conjunc- tion with Korea’s legendary fashion designer Lee Young Hee's Hanbok Exhibition Baram-Baraem at the Dong- daemun Design Plaza on September 24. The evening was enchanting, spent amidst the elegant and vibrant beauty of traditional Hanbok. The Chamber would like to extend special thanks to our sponsors the National Theatre, T&C and British Airways. 10 ECCK News ECCK Connect — Autumn 2015 11 New Members New Staff Member ECCK Forums July 16 – The ECCK welcomes Hyemi Hwang as the new Head of HR Forum Taxation Seminar Innovation & Future Technologies at the Chamber. September With Korea becoming more and more of a hub for for- The ECCK Taxation Seminar was held regarding the tax In her new capacity, she will take care of GNSS.asia – a eign businesses, it is not surprising to find a diversified reform proposal for 2015 on September 17. A comprehen- Horizon 2020 project funded by the European Commis- environment within any given company. Stemming from sive overview of the major tax reform proposal and its Apple Korea Ltd (USA) sion that aims to promote business opportunities related such heterogeneity are certain conflicts of interests, not implications for foreign investment companies were the Ying Li Lian Elaine (Manager) to the European satellite system Galileo and Egnos.
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