There are three complementary facets of Hallyu (the "Korean Wave"), which has become a global phenomenon over the past decade. KEY positions itself at the forefront of the continuous growth and diffusion of the Korean Wave to the global markets.

1. The Korean Wave is more than just trendy, exciting popular culture. The global phenomenon of the Korean Wave showcases how a country - once very much focused on information and technology - was able to rebrand itself as the center of global mass culture in cinema, music and television and opened up to opportunities across different industries such as gastronomy, lifestyle, cosmetics, fashion, and electronics.   ​

2. The Korean Wave phenomenon is like a magnifying glass enabling us to better understand and learn to easily adapt to the world's transformations. Whether in terms of decarbonization, the prioritization of digital technology and innovation, modernity, or economic dynamism, Korea's method of growth and development is based on constant adaptation to the world’s changes. 

3. Korea welcomes new partnerships, and collaborations and hopes that its achievements over the years will serve as inspiration for many others. KEY aims to support this initiative by providing a platform for those who are looking for ways to collaborate and devise new projects. We are here to help you equip yourself with the right tools and resources that go beyond clichés and stereotypes to help you succeed.  

     
KEY's value proposition, being completely immersed in the European and Korean environments, is unique. We are able to align these two ecosystems to reflect, define, and develop a mutual understanding. The multifaceted approach of combining the invaluable experience of our founding members in both Korea and Europe, the innovative ideas and input of next-generation collaborators and our myriad network of contacts, and last but not least, our overall multidisciplinary (science, culture, business) approach to tackling problems and coming up with solutions.
 

Building on these strengths, KEY contributes by taking the following initiatives:

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• Organizing forums in collaboration with different bodies and players (professionals, companies, brands, etc.) to help educate and form a "common understanding" between Korea and Europe in a sustainable way.

• Assisting different organizations seeking our help to benefit from the Korean Wave and to develop new ways of collaboration.

• Assisting different organizations in capturing the Korean essence into their products, their services, their organization, their company, and their vision.

• Helping European players to attract interest in Korea, knowing that the country is also seeking inspiration from European role models.

KEY's value proposition is thus one of a reciprocal exchange between Korea and Europe, where everyone can be both the creator and the receptor of ideas and influences.