How Korea Became a Global Culture Engine

Korea has just 51 million people and a GDP under 2 trillion dollars, yet it was the fifth-largest luxury market in the world in 2023 and continues to export culture — from beauty to fashion to retail experience — at a scale far beyond its size. Dominika Kustosz-Lee, a RETHINK Retail Top Expert with nearly two decades across Korean e-commerce, luxury and business development, joins Renee Hartmann and Chris Baker to dig into why Korean consumers move as one, how Olive Young became the infrastructure behind K-beauty's rise, why Seongsu became Korea's pop-up capital, and what global brands consistently get wrong when they try to enter the market.