David Blecken
Sep 9, 2019

Tech and auto giants a source of unshakeable pride for South Koreans

Perhaps more than in most countries, the strongest local brands in South Korea are seen to represent national spirit and the nation’s capacity for future innovation.

Naver remains the market's top search engine.

KOREA'S TOP LOCAL BRANDS

Few will be surprised to learn that Samsung emerged as the strongest brand in its home market of South Korea, something that looks unlikely to change any time soon. The company and its brand are so big as to be representative of the country itself.

To be sure, not everyone at home is unequivocally proud of the company at a corporate level, where murky...

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