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LMNT Company’s ‘K-Branding’ Seminar Receives Praise Overseas

▲ LMNT CEO Choe Jangsoon and his crews delivering a keynote presentation on the the K-branding cases.

▲ LMNT CEO Choe Jangsoon and his crews delivering a keynote presentation on the the K-branding cases.

LMNT Company exclusively managed the K-branding section at the ‘Asian Semiotics International Association(AISA)’ held at Türkiye's Balikesir University on June 29th. In this section, LMNT garnered significant recognition for showcasing the potential of semiotic branding by presenting the secrets of the K-brand along with various branding case studies.
 
LMNT CEO Choe Jangsoon appeared as a presenter and moderator. Under the title "The Sadness of Echo," CEO Choe explained Korea's history and analyzed eight factors that have shaped the current 'K-ness' and 'K-brand'. He also revealed the underlying code behind it, fostering empathy among the audience. Subsequently, CEO Choe and the LMNT team demonstrated the process of name creation through semiotic methodology, examples of design development, and practical applications of handling semiotic symbol systems in brand concepts and pop-up store space design.  
 
Many professors in the audience captured the presentation with their cell phones, and the session was met with a flood of positive comments and questions from scholars. Professor Seema Khanwalkar, who teaches design semiotics and anthropology at CEPT University in India, praised the event, saying, “It is very good and surprising,” and expressed her desire to invite the seminar to India. Professor Hidetaka Ishida, a world-renowned scholar in information semiotics and media philosophy, remarked in a separate meeting, “I don’t think an agency can succeed with semiotics alone.” He asked, “What is the actual secret to the company’s success?” CEO Choe Jangsoon responded, “It is the result of using humanities as a unique alpha element based on the basic methodology of management,” and added, “It is important to have an organizational structure to proceed with this.”
 
In particular, Professor Kim Sungdo of Korea University, who serves as the president of the AISA, expressed his gratitude in his closing remarks, saying, “I am especially grateful to LMNT for proving the potential of semiotics.”
 


CEO Choe Jangsoon noted, “We have gained a lot of insight through the research of Professor Kim Sungdo and other scholars,” and added, “With this opportunity, LMNT plans to gradually expand joint research, internships, and MOUs with academia around the world.”

강동현 기자 kang_donghyun@koreadaily.com

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