The recent achievements of Korean brands can be credited to their ability to offer consumers "pieces of identities" and provide them with personalized experiences, as stated by a marketing professor at INSEAD, a French business school. According to David Dubois, an associate professor at INSEAD, consumers now seek cultural and social elements when purchasing from a brand, and the swift incorporation of these elements has propelled the success of many Korean brands. In his recent article in the Harvard Business Review, Dubois delves into the strategies behind the rise of South Korean brands, emphasizing fast and enjoyable discovery, immersive experiences, product life cycle experimentation, and content creation as key factors. Dubois also highlighted how Korean food companies are leveraging sensory experiences to attract the interest of the younger generation in K-food, and he contrasted the positioning of Korean brands with the fast fashion brands from China. Moreover, he discussed the potential challenges facing Korean cultural power and K-brands, mentioning the need for continuous innovation and adaptation to sustain brand relevance amidst global shifts in technology and consumer behavior.