In an exclusive interview last Nov. 15 at KT&G Sangsang Planet in Seongsu-dong, Min Baek, the CEO of Exprive, shared insights into a unique approach to promoting Korean culture. Rather than focusing solely on the popular “K-culture wave,” Min emphasizes the importance of inclusiveness and diversity, striving to connect global audiences with Korea through its people, values, and humility, alongside its entertainment industry.
“We want to share Korea’s culture in a way that connects with everyone,” Min said. “It’s not about focusing only on ‘K’ labels like K-beauty or K-pop. It’s about promoting the humility and warmth of Korean culture while embracing diversity and inclusiveness.”
Historically, humility was a significant value in Korean culture due to Confucian teachings. Modesty in behavior, speech, and achievements was highly regarded. Even today, humility is appreciated, but with modernization and globalization, individuality and confidence are becoming more prominent in younger generations.
Min’s vision for Exprive reflects this balance. The startup collaborates with foreign influencers in Korea, connecting them with local brands and showcasing Korea’s products, services, and cultural richness to a global audience. “Korean culture is loved worldwide,” Min said. “But for this love to remain meaningful, we need to stay humble and open to new perspectives.”
Exprive’s campaigns go beyond promoting Korea’s pop culture. The company introduces influencers to traditional arts like pansori (Korean folk music) and modern cultural programs, emphasizing a holistic view of Korea’s offerings. “We don’t just highlight external beauty,” Min noted. “We combine external, internal, and cultural aspects to show Korea's true essence.”
This approach was evident during Exprive’s medical networking event in Gangnam last June, which brought together 15 clinics and 200 guests, including ambassadors and 70 influencers from 40+ countries. “It’s not just about showcasing Korea,” Min said. “It’s about creating meaningful, cross-cultural connections.”
Having lived in the United States for nearly 20 years and China for 3 years, Min was inspired by its cultural diversity and noticed a gap in Korea’s recognition of its foreign population. “Korea remains a highly homogeneous society, with over 95% of the population being Korean,” Min explained. “Although many foreigners live here, (like) students, workers, and professionals, their contributions often go unnoticed.”
Research from Harvard highlights Korea as one of the least diverse countries globally, considering factors like race, language, and religion. Min hopes to change this narrative through Exprive by amplifying foreign voices and fostering greater inclusion.
“Our mission is to bridge the gap between Koreans and the foreign community,” Min said. “By working with diverse influencers, we aim to help foreigners feel more included and valued while sharing Korea’s culture and products with the world.”
“Korea has worked hard,” Min said. “But the true essence of our culture lies in building bridges with others, sharing, and learning together.”
This commitment to values, rooted in humility, guides Exprive’s work. “At the heart of Korean culture is humility,” Min emphasized. “That’s what we want to share with the world. From the start, I wanted to incorporate giving back into my company’s mission,” he added. “Even as a small company, I believe in inspiring others to make a difference.”
As Korean culture continues to captivate global audiences, Min’s hope is to ensure it remains inclusive and meaningful. “Promoting Korea is about more than trends,” Min said. “It’s about fostering understanding and creating connections that last.” For Min and Exprive, the future of Korean culture lies not just in its global popularity but in its ability to inspire unity and mutual respect across borders.
Exprive’s approach transcends the traditional dynamic of Koreans introducing their culture to foreigners or foreigners showcasing Korean culture. Instead, it emphasizes viewing Korea as one among many cultures, fostering a balanced, mutual exchange rooted in equality, inclusiveness, and shared understanding.
Through this interview, I came to realize the importance of sharing not just the trends, but also the humility, warmth, and inclusiveness that are at the heart of Korean culture. It is a gentle reminder to everyone that these characteristics are just as important to share with the world as Korea’s cultural exports.
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