Rian ‘Heungsil’ Lee of Korea Ginseng Corporation On Five Things You Need To Build A Trusted And Beloved Brand
An Interview With Fotis Georgiadis
Define your brand values, commit to them and evaluate your own performance. It is important to have consistent brand messages. Korea Ginseng Corporation is devoted to providing better health and wellness solutions by honoring a traditional way of living to achieve overall wellness. We’ve delivered on that promise for over 120 years. We have become the most trusted and reliable manufacturer of Korean Red Ginseng because we have held our values close to our core throughout our company’s history and invested in sourcing, manufacturing, and marketing that reflects those core values.
As part of our series about how to create a trusted, believable, and beloved brand, I had the pleasure to interview Rian (Heungsil) Lee.
Rian (Heungsil) Lee is the Chief Executive Officer of Korea Ginseng Corporation (KGC) U.S. As the American-based CEO of the number one global brand of ginseng, Rian brings his passion for Korean agriculture and Korean Red Ginseng to his work, driven by his commitment to support American consumers on their health journeys. Rian is responsible for overseeing the U.S. branch of the company and the expansion of its KORESELECT product line into the U.S. market. Prior to his appointment as CEO, Rian was KGC’s Head of New Global Business Development, General Manager of Domestic Business and Export Sales Manager, where he was based in Seol, South Korea. He also held a previous role as Marketing Chief for KGC U.S. Rian has a keen eye for sales operations, marketing and branding and has a strong breadth of experience in adapting marketing strategies, successfully, to reach and connect with the ever-evolving consumer market. He is based in Cerritos, CA.
Thank you so much for doing this with us! Can you tell us a story about what brought you to this specific career path?
You’re welcome and thank you for the invitation to participate in this Q&A. I grew up with my parents who ran rice farms and orchards in South Korea and learned Korean agriculture. Korea doesn’t have a lot of flat, farming land; it’s about 70% mountains. Though Korea has a different agriculture than the U.S., the country is home to optimal growth conditions for Korean Red Ginseng, one of the most highly sought-after superfoods. Grown in the Korean Peninsula, it is known to be a core part of Korean agriculture due to its excellent quality and efficacy for our overall health.
I felt positively impacted by the powerful benefits ginseng could bring to the world, so it became a passion of mine to explore how I can help bring Korea’s agriculture — and, specifically Korean Red Ginseng, to a global level. That career path inevitably connected me with Korean Ginseng Corp. as the global category leader.
Can you tell us what lesson you learned from making an early marketing mistake?
When we started our business in the U.S., I was learning how to adapt to different consumer habits — one of those being how to earn brand loyalty with U.S. consumers. In Korea, consumers will often favor companies that have a higher price tag or are considered to be an industry leader. In the U.S., I learned that a higher price tag or ranking number one in your category was not always the way to achieve brand loyalty. U.S. consumers tend to favor companies that offer a product that meets their needs and at a reasonable price. I realized that the marketing approach we deployed in Korea and other parts of the world would not be a successful approach in the U.S. market. After realizing my marketing efforts led to minimal results, I knew I had to adjust to fit the new market.
What do you think makes your company stand out? Can you share a story?
Korea Ginseng Corporation stands out in the industry as a company with a deep history, a commitment to high standards of quality, and a brand that invests in sourcing and innovation to ensure a consistently premium product offering.
Korea Ginseng Corporation, also referred to as KGC, was founded in 1899 by the Empire of Korea to manage the scientific cultivation of ginseng. Over the last 120 years, KGC has earned the position as the number one brand of ginseng in the world by delivering on quality and consistency. We have brought our brand and products to over 40 countries and earned that number one global position in sales and brand awareness. With our presence spanning Asia, Europe, the Middle East regions, we are now working to grow in the U.S.
In Korea, ginseng was classified as a national treasure in 1908. CheongKwanJang, our flagship ginseng brand, representing the gold standard in Korean Red Ginseng products, is often presented by the president of the Republic of Korea to visiting dignitaries as the national gift of South Korea. Queen Elizabeth II and Pope Francis were gifted CheongKwanJang products. Also, CheongKwanJang products were the first Korean health food brand to be displayed on the shelves of the esteemed Harrods Department Store in London. It was an exciting time for our company, as it opened a door for a new customer base and the opportunity to educate more consumers on the powerful benefits of ginseng.
Are you working on any exciting new projects now? How do you think that will help people?
Yes, we’ve just launched KORESELECT in the U.S., and we are working on building our presence in the market. We have grown our subsidiary product lines CheongKwanJang, GoodBASE, Donginbi and KORESELECT, which has led us to become the most trusted and most reliable source for Korean Red Ginseng.
Now, the U.S. represents an exciting opportunity to introduce U.S. consumers to the powerful and natural benefits of Korean Red Ginseng. KORESELECT, which is the line we are focusing on growing in the U.S., exclusively uses six-year-grown red ginseng in all-natural products that can help consumers address core aspects of their health and wellness — from supporting healthy blood circulation to providing natural caffeine-free energy to an immunity boost.
In the last couple of years, due to the COVID-19 pandemic, millions of Americans and others worldwide have spent more time sitting as we work from home and spend less time moving around and commuting. Prolonged sitting and less movement can negatively impact our circulatory health, which can lead to troublesome long-term effects such as fatigue, lethargy and a higher risk for blood clots. At the same time, as mask restrictions begin to ease and we head into summer travel season, our immune systems may be exposed to larger social gatherings, potentially putting us at risk of getting sick. The KORESELECT line is meant to address these types of health concerns, needs and goals. Our products, such as KORESELECT Wellness, Energy and Immune, offer natural solutions to support healthy blood circulation, provide natural, stimulant-free energy and may support immunity as well.
Ginseng is a time-tested natural solution for our overall wellness and Korean Red Ginseng is at the top of the category mountain. We have over 120 years invested in the brand, ginseng research, and product innovation, and we’re excited to share all of this with U.S. consumers!
Ok let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between brand marketing (branding) and product marketing (advertising)? Can you explain?
Brand marketing and product marketing are different, but I would also define these disciplines beyond branding and advertising. Brand marketing tells the story behind your brand, and this requires multiple channels, including paid and advertising initiatives to build a brand. Product marketing is showcasing specific products and their benefits, and we do that through a mix of methods and channels, including public relations, social media, and consumer experiences. Our brand story focuses on our proof points, such as our deep history, our global performance, our values, and our relentless commitment to quality, including the way we follow the traditional harvesting process to ensure we provide the most carefully selected Korean Red Ginseng for our products.
Our product marketing includes sharing the scientific research on our Korean Red Ginseng and our specific product benefits for blood circulation, natural energy, immunity, skin and cognitive health. Our brand story plays an important role in product marketing as a proof point that we can deliver on what we’ve promised. KGC has delivered a high level of quality and performance for over 120 years. When you visit our website (kgcus.com), you can see it’s evident in how we tell Our Story and present our range of brands. We’ve put a lot of work into how we talk about our brand and our products, and we often revisit and refine the copy and images. That careful and consistent brand messaging is realized in the presentation and performance of our products.
Can you explain to our readers why it is important to invest resources and energy into building a brand, in addition to the general marketing and advertising efforts?
Building a brand is essential to building trust with consumers and being successful at product marketing. You have to convey your performance, values, passion, history and science, to build trust in your brand as the source of your products.
Can you share 5 strategies that a company should be doing to build a trusted and believable brand? Please tell us a story or example for each.
Yes, and know that for every 5 examples, there are a different 5 or 10 that can work for a particular brand. This is what I’ve learned and what has worked for us.
- Define your brand values, commit to them and evaluate your own performance. It is important to have consistent brand messages. Korea Ginseng Corporation is devoted to providing better health and wellness solutions by honoring a traditional way of living to achieve overall wellness. We’ve delivered on that promise for over 120 years. We have become the most trusted and reliable manufacturer of Korean Red Ginseng because we have held our values close to our core throughout our company’s history and invested in sourcing, manufacturing, and marketing that reflects those core values.
- Communicate your product process, from sourcing to purchase. Consumers want to know what they are ingesting and where it came from. At KGC, we follow an optimal sourcing process. We know this process is time-consuming, but it is worth it to provide our customers with the highest quality ginseng. We take two years to condition and prepare each field for planting, allowing each plant to grow for six years in order to reach its optimal state of maturity, and then allowing each field to rest a full ten years before replanting. We conduct more than 430 quality and safety tests in each 18-year production cycle to ensure every product is up to our high standards. Not only are we transparent in our souring, but we are also transparent in how we support our KGC farmers. KGC supports ginseng farms in funding, technical support, GAP management, and buying the qualified ginseng with the highest price point in order to support them. The transparency in this process matters. In addition to communicating it on our website and on social media, we’ve invested in a documentary production showing our sourcing and manufacturing process. This documentary is available in various languages, such as Chinese and Vietnamese, and we are preparing a version to present to American consumers.
- Invest in your product proof points and presentation. American consumers are drawn to packaging. At KGC, our premium product is showcased in its polished and sophisticated packaging. The brand story, commitment to quality and the overall wellness of the consumer can be seen through its labelling. Of course, packaging can only go so far. It draws the consumer in and then, as a brand, you must close the deal with product proof points. That is why every year we devote over 200 researchers and 20 million dollars to the science of ginseng. We’ve also made a significant investment in our product presentation. Our ginseng is available in capsules, in teas, and in single serving liquid sticks. Those formats serve a range of tastes and preferences, and we work for superior bioavailability, so our consumers get the benefits they are seeking. Check out our product packaging. Hold it in your hands. It’s high quality, reflecting who we are, what we represent, and what we want to bring to the market. It’s packaging that communicates the number one ginseng brand in the world.
- Foster a dialogue with your customers, employees and other key stakeholders. It is important for your target consumers to feel like you listen to their wants and needs. One way to do this is by customer reviews. We have a diligent team that analyzes reviews on both our own website and Amazon. We then take feedback directly from customer reviews and implement that into our strategy. We also listen to customer reviews on how we can better and more simply share the benefits of Korean Red Ginseng. When first bringing KGC to the U.S. market, many consumers did not know ginseng’s benefits or the difference between ginseng and Korean Red Ginseng. We took this feedback and outlined this information right on our website and Amazon pages. We have also invested in marketing and public relations efforts to embark on a Korean Red Ginseng education campaign to educate American consumers about KGC and our product benefits. Public relations is especially important to us to foster dialogue and to reach and educate audiences through news media.
- Innovate and stay true to who you are and where you want to be. Even companies that have long-standing histories need to innovate and grow with the times. Consumers’ needs change and it is important for brands to market their products to needs that are relevant to today’s consumers. For instance, during the height of the pandemic, we saw immunity as a top concern consumers were interested in addressing through natural products. Now, we are seeing that shift with more consumers interested in circulation from long hours working and skin health with the summer months approaching.
In your opinion, what is an example of a company that has done a fantastic job building a believable and beloved brand. What specifically impresses you? What can one do to replicate that?
Samsung is a great example of a believable and beloved brand. The South Korean multinational manufacturing conglomerate has continuously grown and shaped the future of technology with its innovations; they are believers in the power of technology and its ability to enable meaningful, long-lasting positive impact in the world. Since its founding in 1938, Samsung has developed a loyal and trustworthy customer base, one that is eager to know what’s coming next and relies on the industry leader to deliver high-quality technology. They started as a Korean company and grown into a global technology leader, a household name, and a top innovator.
Samsung has defined their brand values and continuously commits to them. For companies looking to build brand success like Samsung, it’s crucial that your products, and everything you do, defines your brand value — from there, everything will fall into place. Your customers will recognize the value and will commit to your brand.
In advertising, one generally measures success by the number of sales. How does one measure the success of a brand building campaign? Is it similar, is it different?
Measuring brand building (and even advertising) is more complex. Sales tell a big part of the story and are a key performance indicator. We also look at consumer reviews, market research, and retailer feedback. As a company, we believe listening is a key part of our measurement. Listening is a central value for KGC and part of our culture. Listening enlightens areas of strength where we can invest and areas where we can improve before they become problems.
Brand building takes patience and consistency — it’s what creates company longevity, and it instills the credibility and reliability of the brand.
What role does social media play in your branding efforts?
Social media can do wonders for branding efforts, but it’s important to have a strategy before diving right in — it certainly is not as simple as it looks. Brands should determine their overarching goal for their social media platforms; ultimately, what do you want social media users to feel when they visit your platform? What action do you want to be associated with users visiting your platform?
For us, we continuously strive to educate our customers and the general consumer audience on the benefits of ginseng, and we want to spark curiosity and interest when it comes to what it can do for your overall wellbeing. So, we began to translate this into our social media efforts. For example, this Instagram post highlighting ginseng in a cartoon-format and detailing its efficacy was well-received by our followers. Also, our Instagram posts that highlight the benefits of our products, such as this Instagram post centered around our Women’s Balance capsule, tend to have higher post activity.
If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Yes, I propose the 2:30pm Self-Care Walk. No matter where you are, whether working from home or the office, give yourself 15 minutes to walk, preferably outside, meditate and listen to your body. Do your legs feel heavy? Do your legs feel weak? Do you feel sapped of energy? Those symptoms could indicate poor circulation issues. Poor circulation saps our bodies of energy and, over time, deprives our muscles, joints and organs of proper flow of blood, oxygen, and nutrition. Poor circulation starves our brains, organs and bodies. Over time, that can take a toll. Take that afternoon walk. Do it for you and those you love. Finish your walk with a glass of water to hydrate and a big plus if you can take a shot, capsule, or cup of tea of Korean Red Ginseng. Taking care of ourselves is an important first step toward doing the extraordinary.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“A ship in harbor is safe, but that is not what ships are built for.” I often ask myself: what do we HAVE to do… and what CAN we do? Our goal is not just to be the number one ginseng brand, but we want to provide products that help people achieve optimal health and allow them to live a fulfilling life. So, we are sailing in the wild ocean.
We are blessed that very prominent leaders in business and entertainment read this column. Is there a person in the world with whom you would like to have a lunch or breakfast with? He or she might just see this, especially if we tag them. 🙂
I would enjoy having lunch with John Mackey, CEO of Whole Foods Market. Whole Foods Market is an industry pioneer in the natural products space and has proven to deliver high-quality products time and time again, sharing similar values to KGC. John is well-versed in the industry and understands U.S. purchasing habits. I would love to hear his words of wisdom on building a successful natural products brand in the U.S.
How can our readers follow you on social media?
KGCUS is on Instagram and Facebook! Follow us to stay up to date on new products and announcements. We also have a Facebook community where people can share their experiences with ginseng and learn from others. I also invite your readers to connect with me on LinkedIn. I welcome their feedback on our product experiences. We listen and it means a lot to us!
Korean Red Ginseng (@kgcus) • Instagram photos and videos
Korean Red Ginseng Since 1899 — Korea Ginseng Corp. | Facebook
Korean Red Ginseng Community | Facebook
Thank you so much for joining us. This was very inspirational.
Rian ‘Heungsil’ Lee of Korea Ginseng Corporation On Five Things You Need To Build A Trusted And… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
