- BRAND
- COMPANY
WORLD
KOREA LAUNCH
Cultural research, creative direction and launch delivery led in-house by Myounghee Kang
A GLOBAL IDEA
A LOCAL HELLO
World’s official Korea launch needed to connect an unfamiliar technology with local culture and everyday life.
The goal: make World’s arrival clear, culturally relevant and approachable. I connected a Korea-specific visual identity, a community gathering at Hwigyeomjae, creator invitations and a citywide media rollout.
The launch brought people into a shared brand experience, while the wider rollout recorded growing search interest and product participation.
FAMILIAR ROOTS
NEW EXPRESSION
I directed cultural reference research through visual development with the global design team. The Korean flag’s red and blue became a moving field of colour, complemented by locally inspired illustrations and merchandise.
AN OPEN HOUSE
FOR A NEW IDEA
Hwigyeomjae’s hanok gave the launch a distinctive local setting. Guests could meet the team, explore the and take part in making, conversation and live performance.
MAKE SOMETHING
OF YOUR OWN
Personalised keepsakes and screen-printed artwork turned the launch identity into something guests made and took home.
A ROOM WITH
HUMAN ENERGY
Real Human Beatbox brought a live expression of human creativity to the courtyard.
PEOPLE MAKE
THE INTRODUCTION
I personally selected and secured creators across tech, AI, Web3 and lifestyle. The invitation gave them a first-hand encounter with World: try the product, join the workshops and meet the community.
HELLO, SEOUL
AGAIN & AGAIN
Outdoor media paired prominent landmarks with frequent placements near offices and co-working spaces. Across Gwanghwamun, Gangnam and Seongsu, the same “Hello Korea” message led people towards World App.
KEEP THE
DOOR OPEN
April’s early flagship pop-up extended the introduction through an interactive space and café. Visitor feedback helped inform the next chapter of the local experience.
AN ARRIVAL
WITH MOMENTUM
- Brand discovery
World App search interest grew during the phased launch rollout.
TRACKED THROUGH / Naver search trends and campaign exposure- Community response
Industry guests and creators joined the experience, while visitor feedback informed future programming.
TRACKED THROUGH / RSVPs, attendance, creator participation and visitor feedback- Product participation
Account creation and verification increased across the wider launch period.
TRACKED THROUGH / Account creation trends and completed verifications
Search and product trends reflect the wider Korea rollout, including the SuperWalk collaboration.
MADE POSSIBLE
TOGETHER
- BRAND / COMPANY
- World / Tools for Humanity
- WHEN & WHERE
- April 2025
Hwigyeomjae, the early flagship pop-up and outdoor media across Seoul - MY ROLE
- Myounghee Kang, in-house at Tools for Humanity
Launch planning and delivery; cultural reference research; key visual and merchandise direction with global designers; creator curation and outreach; OOH rollout and partner coordination - MADE WITH
- Global design and local teams, creative, production and media agencies, craft facilitators, performers and creators