![\"Lim](\"https:\/\/www.europesays.com\/korea\/wp-content\/uploads\/2026\/08\/20260817_01110121000005_S00.jpg\")
\uc0ac\uc9c4 \ud655\ub300 Lim Hong-joo, manager of Blue Bottle Coffee e-commerce\n“What’s Naver?”<\/p>\n
\uc0ac\uc9c4 \ud655\ub300 Lim Hong-joo, manager of Blue Bottle Coffee e-commerce
\n“What’s Naver?”<\/p>\n
This is a common question among global brands that want to develop e-commerce for the first time in Korea. If you explain the gift-giving function of KakaoTalk, which you knew about as a messenger app, you will be asked a lot of questions. When the two platforms representing Korea are introduced step by step through the demonstration, the expressions of nervous employees beyond the screen are gradually relieved. There are more and more questions, and meetings are longer than expected. There is a moment when I feel the greatest sense of accomplishment while working as an e-commerce manager for a global brand. This is the moment when the headquarters begins to become curious about the Korean online market. That one understanding determines the direction of the subsequent project.\n<\/p>\n
The process, which takes months at the earliest or more than a year at the most, makes us look back at the characteristics of the Korean online market that we were so familiar with and unaware of. The same is true of the customer’s login screen. Explain in detail the importance of simple login through Naver and Kakao Talk. In this process, it does not end with the words ‘Korea is always like that’. Rather, it emphasizes “how conveniently Korean customers will recognize brand sites.” It is not just to develop functions for one country, but to change it to a view of consideration for Korean customers. If we keep each other’s eye level in this way, we can proceed with the next step much more easily.\n<\/p>\n
These changes do not end only in the technical area. It was not a function but a “culture of giving and receiving gifts online” that I talked with the headquarters for the longest time while preparing for Blue Bottle’s entry into Kakao Talk gift shops. In Korea, even the same product has a completely different meaning as soon as it is a gift. In the daily life of delivering housewarming parties, gratitude, and congratulations, customers were not just choosing mugs, but looking for a way to convey their feelings together through KakaoTalk. Based on this customer’s gaze, it was planned exclusively as a set package that is good for giving two best-selling mugs as a gift. The mug set, which was born in this way, is still loved by KakaoTalk gift-giving customers.\n<\/p>\n
The experience gained so far has become the biggest asset when taking on a project to enter Korea for a new global brand. Many brands ask ‘Which channel has the largest payment scale?’ But I first ask ‘what brand do you want to be remembered by Korean customers?’ This is because I want to see e-commerce as a space to experience brands, not just a sales channel. If we emphasize the deep bond between brands and customers, we suggest our own mall, and if we already have enough awareness in Korea, we suggest a suitable channel. Once the direction is set, advertising and marketing strategies are naturally embodied. When the process of putting the first buttons of the Korean market together leads to good results, I think I’m glad I chose this job.\n<\/p>\n
In the past, Korean e-commerce managers of global brands used to explain at length what they do. But now it is said that it is about translating Korea’s online culture into the languages of the world. To help you understand culture before words and the familiarity of Korean customers before functions. That is the most important role of global e-commerce manager in my opinion.\n<\/p>\n
[Lim Hongjoo, manager of Blue Bottle Coffee e-commerce]<\/p>\n","protected":false},"excerpt":{"rendered":"\uc0ac\uc9c4 \ud655\ub300 Lim Hong-joo, manager of Blue Bottle Coffee e-commerce “What’s Naver?” This is a common question among…\n","protected":false},"author":2,"featured_media":121091,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[623],"tags":[62716,62717,62715,997,6225,657,17699],"class_list":["post-121090","post","type-post","status-publish","format-standard","has-post-thumbnail","category-naver","tag-17th","tag-best-seller","tag-blue-bottle","tag-e-commerce","tag-kakao-talk","tag-naver","tag-project"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/121090","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/comments?post=121090"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/121090\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media\/121091"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media?parent=121090"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/categories?post=121090"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/tags?post=121090"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}