The Concept of Jeong

Understanding Jeong: Our Essence

Jeong (정) is a profound Korean concept that embodies a deep emotional connection, affection, and bond between people. It transcends mere sentimentality, capturing the essence of empathy, loyalty, and communal harmony. Unlike Western notions of love or friendship, jeong is an intricate weave of shared experiences and mutual respect that often develops over time. It's about a sense of belonging and understanding that is both intuitive and heartfelt, permeating everyday interactions and relationships.

Integrating Jeong into Cultural Marketing

In an era where digital interactions often feel fleeting and impersonal, the concept of jeong is more relevant than ever. People crave genuine connections and seek brands that resonate with their values and emotions. By integrating jeong into our cultural marketing strategy, we can:

• Humanize Brands: In a world dominated by technology, jeong helps humanize brands, making them more approachable and relatable.

• Promote Inclusivity: Jeong emphasizes community and shared experiences, which aligns with contemporary values of inclusivity and diversity.

• Enhance Customer Loyalty: Emotional connections fostered through jeong lead to stronger customer loyalty and advocacy, as people are more likely to support brands that understand and care about them.

• Fandom Understanding: We will harness the power of fandoms by aligning our campaigns with their passion and dedication, creating a deeper emotional resonance with their communities. By incorporating jeong, we aim to celebrate the collective joy and loyalty that fandoms embody, encouraging organic engagement and turning our audience into active participants in our brand's story, rather than passive consumers. This will foster a sense of ownership and pride in the brand, amplifying our message through their shared enthusiasm.

Relevance in Today's World

Incorporating jeong into our agency's cultural marketing strategy can set us apart by resonating on a deeper, more emotional level with audiences. Here’s how we envision using jeong:

1. Authentic Storytelling: We will craft narratives that highlight the beauty of human connections and shared experiences. These stories will focus on genuine interactions and the warmth of relationships, making our campaigns relatable and heartfelt.

2. Community Building: By fostering a sense of community and belonging, we can create brand loyalty that is based on emotional bonds rather than transactional relationships. We aim to make our audience feel valued and understood, fostering a loyal customer base.

3. Empathy and Support: Our campaigns will emphasize empathy and mutual support, reflecting jeong's core values. This approach is particularly relevant in today's world, where people seek meaningful connections and authentic interactions.

4. Long-term Relationships: We will focus on building long-term relationships with our audience, emphasizing trust and loyalty over short-term gains. This strategy aligns with jeong's nature of developing over time through consistent, positive interactions.

About Me

Hana TOLIO is a respected authority in marketing strategies, known for her expertise as a columnist for Le Journal Du Luxe, a leading French website catering to luxury B2B professionals. Her focus lies in South Korea and the APAC region, specializing in KOL, CRM, Retail Activation, Retail Expansion, and Brand Marketing Management.

With her extensive knowledge, she provides valuable insights across various sectors, including Luxury, Premium, and FMCG.

Hana actively engages with fellow luxury professionals on LinkedIn, sharing her perspectives and analyses on this dynamic market.

Additionally, she is influencing the next generation by teaching at the Paris School of Luxury and will have her contribution on Korean MZ, in Eric Briones' book on Gen Z, published in October 2024.