FORUM

This year, the Jeju Forum hosted 3,672 participants from 49 countries, the largest number in the forum’s history, signaling its growing importance as an international forum that deals comprehensively with a variety of topics. With one voice, Asian political leaders and erudite scholars from around the world expressed their yearning for peace on the Korean Peninsula, and delivered the East Asian community’s shared vision of a peaceful, constructive resolution to historical and territorial disputes in Asia, founded on mutual understanding.  Seeking global cooperation that befits this anticipated paradigm shift, a broad range of topics was considered, including the economy, culture, women, energy, and climate change. As a result of these discussions, new measures were devised to respond effectively to various crises and changes.Based on the fruits of this year’s discussions.


Host: Jeju Special Self-Governing Province, International Peace Foundation, East Asia Foundation, JoongAng Ilbo 
Organizer: Jeju Peace Institute

TIME ORGANIZATION SESSION ROOM
17:20 ~ 18:40
[6-F] Asian Brands’ Advancing to the European Market and their Globalization Strategies
아시아 브랜드의 유럽시장 진출과 세계화 전략
 Room F
Moderator: HUR, Jeong Ok (Professor, aSSIST)

Presenter: KANG, Taesun (Chairman & CEO, BLACKYAK Co.,Ltd)

Discussant: CHO, Dong-Sung (Professor, Seoul National University)

Rapporteur: SHIN, Jong-Hwa (Professor, aSSIST)

사회: 허정옥 (서울과학종합대학원 교수)

주제발표: 강태선 (블랙야크 회장)

토론: 조동성 (서울대학교 교수)

라포터: 신종화 (서울과학종합대학원 교수)

It is the 40th year since BLACK YAK first began its business in 1973 under the name of Dongjin Mountains. Having determined 2013 as the year for its global leap to the world market, BLACK YAK visualized related plans for targeting markets in Europe and the USA, birthplaces of outdoor wear, as it proposed a vision: ‘Be the Global No. 1 by 2020’.

Kang Taesun, CEO of BLACK YAK, has made it clear that BLACK YAK will put all of its energy into overseas
marketing based on its current technology so that it would attract not only the whole of Asia but also markets on the opposite side of the globe. In order to fulfill this vision, BLACK YAK concentrated on promoting one of its brands, ‘Himalayan Original’, and advanced to Nepal, Europe and America including North Europe and Russia as newly emerging power nations. BLACK YAK has confidence that its efforts with the world market as well as the domestic market in Korea will place the brand in the global TOP 5 by 2015.
The Korean No. 1 brand BLACK YAK is determined to be a global brand in a few short years, and in this session we will hear about its globalization strategies and growth driver that will enable its success in the world market.

1973년 동진산악을 시작으로 40주년을 맞이한 블랙야크는 2013년을 글로벌 브랜드로 도약하는 원년으로 삼고 유럽, 미국 등 아웃도어 본거지로의 진출을 가시화하여 ‘2020년 글로벌 No. 1 달성’이라는 비전을 제시했습니다. 블랙야크 강태선 회장은 ‘현재의 기술력에 해외마케팅을 강화해 아시아를 넘어 세계시장을 공략할 것’이라고 강조합니다. 이를 위해 ‘히말라얀 오리지널’이라는 브랜드 정체성을 살려 국내 업계 최초로 네팔에 매장을 오픈하였고, 네팔 1호점을 기점으로 유럽과 미국 진출은 물론, 북유럽과 러시아 등 신동력 성장국으로의 진출을 확대해 국내 브랜드 가치를 높이며, 2015년에는 글로벌 TOP5 브랜드로 도약할 계획입니다. 대한민국 대표 브랜드에서 글로벌 브랜드로 도약하는 블랙야크의 세계화 전략과 성장동력이 무엇인지에 대한 스토리를 들어봅니다.

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