TechnoKimchi

I predicted back in February that Apple will soar in Korea while Google will not in 2010. If you read various reports, I was pretty right on the nail. Literally, Apple is still soaring while Google is not. Now a question: then, which global brands do well in Korea and which ones don't?

Louis Vuitton. BMW. Apple. Chanel. Starbucks. Nike. In Korea, they are wanted.

Google. Walmart. Colgate. Sorry, no room for you, Mr. global giants.

What's the difference? Why do some global brands do so well while others simply miserably fail? I just came across an article last week that Google barely claimed 2.5% search market share in Korea, happily surpassing Yahoo! Korea for the first time (Yahoo! Korea marked 2.4% market share) Walmart went out of business. The majority of people in Korea don't even know what brand "Colgate" is.

While this might be completely oversimplified, here's my answer to the question: the ones in the first group make you look g-o-o-d. When you wear them or consume their products/services, you feel g-o-o-d. You feel even upgraded. Especially, to other people.

In Korean culture, which gives lots of weight and value to interdependence as well as harmony with others, your relationships matter more than anything. Most of the time, people just wanna look good to others. It's not just outer appearance I'm talking about, but also your "social status." You want to look good only if you can actually look "BETTER" than others. It's rather difficult to find Korean native brands in this industry sector where Korean brands do tremendously well. Korean brands, somehow, can't exert as much "class" power to Korean consumers. Many Korean brands in these industries even try to hide that they're Korean companies.

What about Google, Walmart and Colgate? Replace them with Naver, Emart, and Perio. What's the difference? These are brands for your everyday life and actually living it. Now, Korean people have our our own ways of living life; food, apartments, cars, streets, grocery shopping experience, etc. After all, this is a country with 5000 years of history. It's pretty darn difficult for global brands to penetrate into the more "real" lifestyles of Korean people because their global edges can't be precisely customized just to fit Korean consumers' tastes. When it's about living life, people want something that's "just about right."

Now, the dichotomy on global brands brings up an interesting question to the tech world: How will Android phones fare in Korea? We all know how Apple has swept through the Korean smartphone market and has generated some wild wakeup calls across in the entire industry. Now, with Google mightily struggling, does Android have any chance at all?

Possibly yes because Samsung and SKT are behind. It was KT that launched iPhone in Korea; ever since then, SKT has formed a strategic alliance with Samsung (both no.1 in Korea) to start an Android-based smartphone war in Korea. Samsung has already come out with Galaxy A and is coming out wit Galaxy S soon.

A new chapter in history? We'll see. Samsung is one of the best localized brands in Korea while Google is not. How would the hybrid work? I don't know.

Actually, I'm open to discussion here. What do you guys think?

image from:http://pictures.deadlycomputer.com/d/30819-2/pic_3564.jpg

Yes, I did say it. In Korea, I believe Apple will soar and Google will not.

It isn't about how awesome their products and services are; it isn't about how smart their strategists are; it isn't even about how much cash they can pour into the Korean market. It's about us; the Korean people.

As I mentioned before, as much as the Internet is being used for "informational" purposes in Korea, it isn't really about efficiency and productivity here, which Google has mastered. Rather, when we say information and productivity, we mean more of "how socially compatible are you when you work with others" or even "how keen are you to what everyone else is talking about?" which is where Google might miserably fail, at least in Korea.

To be more precise, I think Google needs to be more "social" even when giving out information, which is what Naver is doing best. This is also why Google finally gave in here by portalizing itself. Information matters--only when it matters to everyone else at the same time. Google is not particularly good at this--at least not yet. The importance of social belonging and interdependence in the meaning of information is one of the major topics I'll be covering throughout 2010, so keep your eyes closely.

Now, why do I think Apple will soar? I think Apple touches upon the emotional side of the Korean consumers. As much as the tech industry is becoming more like the fashion industry, Apple represents the new "social upper class" among the Korean people. Apple is the new Louis Vuitton and the new Chanel. Asian people love luxury brands and Apple is becoming one of them.

Looking at Korea through the angles of companies--Samsung, LG, Google, Apple-- will be a fun way to learn about Korea. I've started developing a strategic framework on how to attack the Korean tech/digital industry and deeply move our minds and hearts.

I want Google to soar here as well; but that might require too much for Google's pride, at least for those in Mountain View.