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The first step toward global leadership: ‘Global MBA Welcome Night’ Successfully Held

A Stepping Stone to the Real World: 2025 Capstone Project Topic Seminar Held

The Power Behind 1.2 Million Subscribers: Geekble CEO Chanhoo Park`s Content Strategy

SK·IBRE Award Recipients (March–May 2025)

2025 International Symposium of Marketing Successfully Concludes

UEH Chooses to Learn from 50 Years of AMP Expertise at KUBS

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The first step toward global leadership: ‘Global MBA Welcome Night’ Successfully Held The ‘Global MBA Welcome Night’ was held on Wednesday, June 11, at Young-Il Ahn Hall on the 6th floor of LG-POSCO Hall at Korea University. The event served as a meaningful occasion for newly admitted students of this year’s Global MBA program to meet for the first time, introduce themselves, connect with current students and faculty, and celebrate the beginning of their shared journey. The event began with a welcoming address by Professor Betty Chung. She highlighted the phrase, “Once Korea University, Forever Korea University, Always Korea University,” emphasizing its significance as a guiding spirit for the community. She noted that the gathering was designed to help students get to know one another and foster a sense of community. She went on to say, “This program is not merely about receiving an education, but about embarking on a journey to become business leaders who strive to make society better.” Professor Chung went on to introduce several key features of the program: a global faculty of over 80 professors; a 12-week Business Practicum; a 32-hour Career Acceleration Program (CAP: Leadership Workshop); career exploration programs; and the Global CEO Talk series, which includes conversations with top executives. She also emphasized the variety of hands-on opportunities and career networks available to students through the G-MBA program, citing collaborations with leading companies such as Loewe, Samsung, Gucci, CJ, Coupang, and IKEA. Following her speech, four current students—including Student Council President Jungwook Na—took the stage to share their personal experiences. They particularly emphasized the importance of networking, with one student noting, “I’ve developed a mentoring relationship with a company CEO and regularly receive practical advice through coffee chats.” They highlighted that such interactions with industry professionals have significantly deepened their understanding of real-world business and provided valuable support for their career planning. Newly admitted students actively engaged in the conversation by asking a wide range of questions—covering topics such as startup opportunities, the personal mottos of current students, and reflections after completing a year in the program. The current students responded with warm and practical advice, drawing from their own experiences. The official portion of the event concluded with closing remarks from the program manager, followed by a casual dinner and networking session. Faculty members and current students joined the newly admitted students at their tables, sharing a meal and answering questions about career paths, academics, and campus life in a warm and engaging atmosphere. More than just an orientation, the Global MBA Welcome Night served as a meaningful starting point for newly admitted students to begin building relationships with those who will become their future colleagues and mentors.

2025.06.19국제실

A Stepping Stone to the Real World: 2025 Capstone Project Topic Seminar Held The 2025 Capstone Project Topic Seminar was held over three days—Monday, June 9; Wednesday, June 11; and Friday, June 13—at Sudang CLC Lab 2 (Room 328C), LG-POSCO Hall. Co-hosted by the Center for Digital Transformation & Business (CDTB) and Business Analytics (BA) at Korea University Business School, the seminar featured participation from major companies across various industries, who proposed project topics focused on digital transformation and data-driven challenges. Participating companies included LG Household & Health Care, PwC, LG CNS, Hyundai Department Store, Hyundai Home Shopping, and Hyundai Motor Company. Each company presented project topics to students based on real-world challenges and datasets drawn from their operations. Through this initiative, students were able to gain hands-on experience tackling practical issues, while participating companies had the opportunity to generate fresh ideas through collaboration with the university. Following each presentation, students participated in open Q&A sessions, posing a wide range of questions on topics such as data acquisition methods, analysis techniques, and the scope of the proposed themes. Corporate representatives responded thoughtfully, helping students better understand the direction and feasibility of the proposed projects. Afterward, students will choose a topic of interest from among the company proposals, continue communicating with the respective corporate mentors, and further refine their projects to produce final deliverables. The seminar served as a meaningful platform for collaboration between industry and academia, aiming to foster future talent while addressing real-world challenges.

2025.06.19국제실

The Power Behind 1.2 Million Subscribers: Geekble CEO Chanhoo Park's Content Strategy The “2025 Spring Semester Entrepreneurship Academy: Lecture Series 5,” hosted by the Startup Research Institute at Korea University Business School, was held on Tuesday, June 10 in Room B307 (Kolon Lecture Hall), Hyundai Motor Hall. The special lecture featured Chanhoo Park, co-founder and CEO of the maker-based content startup Geekble, who delivered a talk titled “The Hidden Secrets of the Media Content Industry.” Park began by sharing his personal journey—graduating from a science high school and studying computer engineering in college—along with the career-related uncertainties he faced. He recounted how his accidental participation in the Google News Lab during his undergraduate years sparked a deep interest in the content industry and new media. Highlighting a graph that showed smartphone screen time surpassing TV viewing time—despite the latter remaining steady—he explained that this shift helped him realize that the total volume of content consumption was increasing, which ultimately inspired him to pursue entrepreneurship. Founded in 2016, Geekble has become a leading media content company with over 1.2 million subscribers on YouTube. The company has expanded its business into a variety of fields, including engineering, education, and branded content. Park shared, “We wanted to take on the role that traditional media outlets like National Geographic or BBC Science play—only on new media platforms.” He went on to explain that the name ‘Geekble’ reflects the philosophy that ‘Geeks are able’ (Geek + Able). The lecture also highlighted several of Geekble’s bold and innovative content projects. These ranged from experimental videos that focus on the creative process—such as the “Failed Fish-Shaped Bread Automation Machine”—to more advanced creations like an AI-powered scent-mixing device developed in collaboration with Google. This machine, which can blend up to eight out of 45 fragrance components to produce personalized scents, was even exhibited in Japan. Beyond producing content, Geekble also serves as a media platform that shines a spotlight on engineers. “Just as artists and athletes receive attention and support, we want to create a stage where scientists and engineers can be recognized and celebrated,” said Park. He added that Geekble works in collaboration with schools and educational institutions to help nurture the next generation of engineers. In the latter part of the lecture, a participatory session was held in which students analyzed and presented industry data. One student from the Department of Statistics presented a graph illustrating the growth of the web novel market alongside the steady state of the print book market. Park remarked that the trend was similar to the relationship between TV and smartphone usage, describing it as a noteworthy case. To conclude, Park introduced Warren Buffett’s concept of a business “moat,” outlining its five key elements: network effects, cost structure, intangible assets, switching costs, and efficient scale. He emphasized that aspiring entrepreneurs should develop long-term vision and build structural competitiveness from the outset. During the Q&A session that followed the lecture, Park revealed one of the “hidden secrets” of the media content industry. “Platforms design their algorithms based on viewer retention time,” he explained. “It’s not just about producing one good video—it’s about designing an experience that aligns with the user’s overall content consumption journey.” For instance, Geekble uses tagging strategies to increase the likelihood of algorithmic recommendations on YouTube—such as guiding viewers from a science documentary to a related movie review. Through this special lecture, attendees gained valuable insights into the content industry and the startup ecosystem, and had a meaningful opportunity to experience firsthand the entrepreneurial spirit that embraces challenges and failures. Meanwhile, the “Entrepreneurship Academy” is a startup education program organized by Korea University’s Startup Research Institute. It aims to provide aspiring entrepreneurs with practical insights through special lectures delivered by startup experts.

2025.06.19국제실

SK·IBRE Award Recipients (March–May 2025) The SK·IBRE Awards are presented to authors of research papers published in either top-tier international journals designated as “SK Award Journals” or high-quality international journals designated as “IBRE Award Journals” by the Business School. The list of recipients below reflects awards given during the period from March to May 2025.

2025.06.16국제실

"Exploring the Future of AI and Consumer Behavior Analysis" — 2025 International Symposium of Marketing Successfully Concludes On Friday, May 23, the Institute for Business Research and Education (IBRE) at Korea University Business School hosted the 2025 International Symposium of Marketing in Room 432 of the LG-POSCO Hall. Held in celebration of the university’s 120th anniversary, the symposium convened leading scholars from around the world to explore the convergence of artificial intelligence (AI) technologies and consumer behavior analysis. Held under the theme “The Intersection of AI and Consumer Behavior Analysis,” the symposium moved beyond the mere adoption of technology to explore the multifaceted impacts of AI on human emotions, well-being, and market behavior. The event attracted significant interest from both academia and industry, underscoring AI’s potential to redefine the paradigms of marketing. The first session featured Professor Stefano Puntoni of the Wharton School at the University of Pennsylvania, who presented on the topic “AI Companions Reduce Loneliness.” Professor Puntoni offered an in-depth analysis of how AI-based chatbots and virtual companions affect the emotional connection of modern consumers. His findings revealed that AI interactions can alleviate loneliness to a degree comparable to human interaction and yield greater emotional benefits than activities such as watching YouTube. Notably, the sense of “being listened to” significantly enhanced the AI’s effectiveness in reducing loneliness, underscoring the emerging potential of emotional bonding between consumers and AI as a new frontier in technology. In the afternoon session, Professor Xin (Shane) Wang of the Pamplin College of Business at Virginia Tech delivered a presentation titled “Predicting Consumer Behaviors with Large Language Model (LLM)-Powered Digital Twins of Customers.” Professor Wang introduced a framework that leverages LLM-based digital twins of customers (DToC) to accurately predict consumer behavior. These digital twins are connected to real-time data and simulate consumers’ thought processes, emotions, and purchasing decisions—allowing marketers to forecast and optimize outcomes without direct consumer engagement. Unlike conventional prompt engineering approaches, this framework incorporates fine-tuning to improve contextual understanding and real-time responsiveness. As a result, it is gaining attention as a next-generation marketing tool that offers both high predictive accuracy and practical applicability. The final session was led by Professor Masakazu Ishihara of New York University’s Stern School of Business, who presented on “Welfare Implications of Egg Price Regulation and Bird Flu: Evidence from the Japanese Market.” Professor Ishihara conducted a quantitative analysis of the relationship between market regulation and welfare outcomes, focusing on the bird flu outbreak and the Japanese government's egg price subsidy policy. His findings indicated that while the subsidy helped artificially stabilize prices, it also increased the financial burden on consumers. The study further suggested that alternative regulatory approaches without tax burdens could potentially lead to greater welfare gains. The event concluded with closing remarks from Dean Eonsoo Kim of Korea University Business School. Dean Kim remarked, “This symposium provided a valuable opportunity for in-depth discussion on the future direction of marketing in the age of artificial intelligence. In celebration of our 120th anniversary, it was all the more meaningful as it allowed us to reaffirm the Business School’s vision for future-oriented research and education.” He presented commemorative gifts to the speakers in appreciation of their contributions, and the symposium came to a successful close with a group photo. The symposium concluded successfully, presenting new directions for understanding consumer behavior while fostering in-depth discussions on how AI technologies can advance human-centric marketing. A representative from the Institute for Business Research and Education (IBRE) remarked, “Interdisciplinary dialogue that re-examines the core of marketing-in the age of AI will remain a key focus. We will continue to create platforms that connect academia and industry.” Meanwhile, Korea University Business School has actively fostered academic engagement across a range of disciplines. In 2005, to commemorate its centennial, the school hosted a series of international symposiums organized by academic fields. Among them, the marketing discipline has continued to hold annual international symposiums, consistently sharing cutting-edge research and strengthening ties with industry through global academic exchange. This long-standing tradition has served as a key foundation for KUBS’s emergence as a research-driven institution. As a result, in the recently released 2025 QS World University Rankings by Subject, Korea University Business School ranked 28th globally and 1st in Korea in the field of marketing. This year’s symposium continues that legacy—providing a forward-looking platform to explore the future of marketing in the AI era, while meaningfully bridging academia and industry.

2025.06.16국제실

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University of Economics Ho Chi Minh City (UEH) Chooses to Learn from 50 Years of AMP Expertise at Korea University Business School On Tuesday, June 10, representatives from the University of Economics Ho Chi Minh City (UEH) visited Korea University Business School (KUBS) for an in-depth benchmarking meeting focused on KUBS’s overall operations and its flagship Advanced Management Program (AMP). The UEH delegation included President Nguyen Hoang Le; Le Quoc Thai, Head of Training Strategy; Duoong Minh Hai, Chief Accountant; and Christopher Han, Director of Innovation Strategy. Their visit aimed to deepen their understanding of the AMP offered by the KUBS Executive Education Center (EEC) and to exchange insights on program management and operational practices. From KUBS, the delegation was welcomed by Associate Dean of the MBA Program Gangseog Ryu, Professor Kihoon Kim, Program Manager Sunyoung Park, and staff members Soyeon Eom and Suyeon Kang. The KUBS team provided an overview of the school’s educational philosophy and history, presented the structure and operational strategies of the Advanced Management Program (AMP), and engaged in a Q&A session with the visitors. Founded in 1976, the University of Economics Ho Chi Minh City (UEH) is one of Vietnam’s premier universities. Designated as a National Key University by the Vietnamese Ministry of Education, UEH is also ranked among the world’s top 1,000 business schools. This visit formed part of UEH’s strategic efforts to develop high-level executive education programs aimed at supporting Vietnam’s continued growth and socio-economic development. During the meeting, KUBS highlighted the strengths of its Advanced Management Program (AMP), including over 50 years of accumulated operational expertise, a systematic and practice-oriented curriculum, and one of the largest alumni networks in Korea. The two institutions engaged in a positive discussion on potential collaboration in the development and operation of future educational programs and reaffirmed their mutual commitment to ongoing exchange and cooperation.

2025.06.16국제실