Ethnography / South Korea

Building Bridges

Consumer Report: South Korea

An in depth publication which acts as a bridge between strategic teams in our headquarters in Germany and the vastly different behaviors and values of people in South Korea.

Duration: 6 months.

Main focus: Ethnography, Internal communication.

My role: Fieldwork Organization, Ethnography, Interviews, Desk Research, Writing, Information Structure.

The concept is a deep dive into South Korea lifestyles in the cities Seoul and Busan. I arranged interviews in advance with a fashion blogger, startup founder, streetwear designer, a DJ collective, artist and expat journalist. In a team of two, we spent 3 weeks on site, taking pictures, observing, interviewing with a focus on lifestyle, shopping, transportation, technology, music, etc. We looked into short term and long term trends, and conducted market research about our competition.