Discover the up-and-coming Korean lifestyle brands whose innovations represent the next wave of K-culture’s global influence.

Please note: this event includes both a pop-up sample showcase in Bogart Court from 5 p.m. to 8 p.m. and a discussion in Samsung Hall at 5:30 p.m. All museum guests have access to the showcase; please purchase general admission tickets using the button above. Space is limited for the discussion: additional reservations are required along with a general admission ticket.

This pop-up event showcases the forward-thinking spirit, and innovative essence of modern Korea. Enjoy samples and demonstrations from a range of contemporary Korean brands - from vegan collagen and beauty products to gluten-free baked goods, low-sugar protein bars, and more - that are setting a new precedent for lifestyle products.

By blending traditional elements with contemporary currents, Korea is both preserving and redefining its cultural heritage -  and, influencing global trends in the process. Presented in collaboration with the Stanford Center for Innovation and Design Research (SCIDR), “New Waves in Seoul” captures the vibrant evolution of Korean culture as it extends beyond its borders to captivate global audiences with its creativity.

About the Speakers

Jin-kyung Hong is a prominent Korean celebrity and food entrepreneur, renowned for her multifaceted career in fashion, comedy, and food entrepreneurship. Debuting in 1993, she gained recognition as a model in the 1990s, working with international brands like Benetton before successfully transitioning into a beloved comedian in Korea. With a YouTube channel boasting 1.55 million subscribers, Mrs. Hong has built a strong online presence. Her television credits include the popular drama “The Legend of the Blue Sea” (2016) and the globally successful variety show “Single’s Inferno” (2021-2023). As a global entrepreneur, since 2004 she has been dedicated to promoting Korean cuisine across the U.S., Europe, and beyond through her brands The Kimchi and The Mandoo.

Dr. Soh Kim is the Executive Director of the Stanford Center for Innovation and Design Research (SCIDR), where she leads initiatives to promote design thinking and innovation across global industries. SCIDR collaborates with diverse scholars and industry practitioners to foster new knowledge and inspire innovative practices. Through a mix of qualitative and quantitative research, the center aims to drive meaningful change in business and design, helping organizations adopt and integrate innovative mindsets within their cultures. She holds a Ph.D. from UC Berkeley focusing on open innovation as well as Master’s degrees from Stanford University and the London School of Economics.

Dr. Summer Jung is a postdoctoral researcher at the Stanford Center for Innovation and Design Research. Her research focuses on new product development and innovation processes within food startups in Silicon Valley. After identifying a significant gap in the consumer-centered approach among these startups, Dr. Jung developed a theoretical framework aimed at enhancing startups’ understanding of consumer behavior, thereby facilitating more effective integration of consumer insights into the new product development process. Dr. Jung holds a Ph.D. in Mechanical Engineering with a focus on Design and a Master’s degree in management science and engineering from Stanford University.

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